Some pretty interesting news came out of the Salesforce/ExactTarget Connections event in Indianapolis the other week.
The first, nearest and dearest to my own heart, was the announcement of new web and mobile analytics features in the “ExactTarget Marketing Cloud,” as well as new enhancements to the Journey Builder application, which uses Salesforce CRM data to personalize mobile application experiences. Interestingly, SFDC/ET has chosen not to brand their digital analytics module. It’s simply an “embedded” (read: standard) feature in the ET Marketing Cloud. Analytics, once again, as table stakes to the marketing platform.
The second, and potentially more groundbreaking, item was less of a formal announcement than it was a clever form of “leak” from Marc Benioff via Twitter:
— Marc Benioff (@Benioff) September 12, 2014
There on Wednesday, October 15th, the first major product keynote of Dreamforce 2014 is titled “Analytics Cloud Keynote.” Yep – Salesforce is about to (formally) get into the analytics business.
These developments are directly related, and aimed squarely at incumbents like Adobe, IBM and Google (in different ways).