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One of the key underlying arguments about the cloud is whether it changes the nature of the relationship between business and IT, putting the marketing operation in charge of what gets specified, rather than the IT department.
The latest announcement from Salesforce and Datalogix puts some renewed pressure behind the marketing operation side of the debate, with the formation of a partnership between The ExactTarget Marketing Cloud from salesforce.com joining forces with Datalogix to expand the latter’s capabilities to power and measure the sales impact of advertising campaigns.
With digital marketing data from ExactTarget, CRM data from salesforce.com, and Datalogix’s offline purchase data, advertisers can improve the accuracy of their campaigns to match the precise audiences of customers and prospective customers that are most likely to convert, online and offline.
Datalogix specialises in connecting online advertising to offline sales, and it has built up an estimated $1 trillion treasure trove in offline consumer spending data. This will now be combined with the ExactTarget Marketing Cloud’s Social.com and Active Audiences advertising solutions, providing marketers with greater customer insight to improve the performance of social advertising campaigns.
The partnership will expand the ExactTarget Marketing Cloud’s existing ability to drive highly relevant and targeted advertising campaigns, based on CRM and digital marketing data from customer engagement across email, mobile, social and the Web.
“Working together, the ExactTarget Marketing Cloud and Datalogix help address two of the most critical issues for marketers: reaching their actual customers and measuring if their campaigns are driving sales,” said Eric Kirby, Chief Product Officer, Datalogix. “We help maximise the match rate on CRM files by bringing in a wide range of attributes, then we allow advertisers to measure the buy-through rate and in-store sales impact of their campaigns, based on more than $1 trillion of sales data.”
