Salesforce ExactTarget revamps Journey Builder to help marketers track across channels, devices

Tools

Salesforce ExactTarget Marketing Cloud has added new features to tool Journey Builder designed to give marketers more insight into their customer's Web, social and mobile activity.

"The future of marketing is the customer journey. Marketers need to understand the complete journey people have with their brand, and how to measure and optimize its impact on their business," said Scott McCorkle, CEO of Salesforce ExactTarget Marketing Cloud, in a statement. "With Journey Builder, marketers now have the ability to get a more complete view of their customers, identify where they are in the journey with their brand, optimize every point of interaction on that journey, and measure the impact of all customer communications."

One of the new features, Journey Maps, is particularly useful. To help marketers visualize their customer's journey, the product offers a drag-and-drop interface that makes it easy to map the exact path customers will experience with a brand across lifecycle stages and channels.

Journey Triggers lets marketers set up predictive intelligence triggers based on customer behavior such as abandoned Web browser, product purchase or affinity changes. Users can personalize messaging based on that behavior to make sure their right customer is seeing the right message.

Finally new visual analytics give marketers the ability to gauge the effectiveness of their interactions and visualize which channels, messages and times are performing best, beyond just clicks and Web conversions.

For more:
-See this Salesforce ExactTarget Marketing Cloud press release

Related stories:
ExactTarget adds Social Studio to marketing cloud
ExactTarget study identifies five priorities for CMOs
Data analytics, marketing automation top areas of investment in 2014
Demandbase, ExactTarget partnership designed to help B2B marketers target more effectively
Salesforce launches ExactTarget Marketing Cloud