Salesforce moves beyond first-party data with Krux integration
The CRM/marketing giant unveils several new features for its Marketing Cloud that incorporate its recently purchased data management platform.
In October, Salesforce announced it was buying data management platform (DMP) Krux.
This week, the CRM/marketing giant unveiled the addition of three new features to its Marketing Cloud that result from the integration of that acquisition. Every month, Krux collects over 200 billion data points, interacts with over three billion browser and devices and handles over 200 billion personalized experiences.
One new feature is improved ad management across channels, such as the ability to determine the best ad frequency or total number of ads to reach a given segment of customers. When the cap is reached, those ads stop.
VP of Product Leslie Fine told me that previously, the Salesforce platform didn’t have its own cross-device graph to track unlogged-in users across multiple devices, like a laptop, a tablet and a smartphone.
That meant the platform couldn’t determine if the same user saw the same ad within a given period of time on several devices, unless that user was logged into a client’s platform on all devices. Now, Salesforce can.