18 Apr Salesforce + Google = Increased Efficiency and Higher ROI
Before Salesforce and Google partnered to bring a native integration with Google Analytics 360 to the market, your marketing team was likely exporting data from both platforms into some external database and attempting to stitch together digital channel influence on Salesforce conversion.
Or, they weren’t: leaving a glaring blind spot on full cycle marketing performance. Either way, without a native integration able to directly tie media performance in your analytics platform to leads in your CRM, data fuzziness and data laziness leaves bottom line measurement inefficient at best, and inaccurate at worst.
BEFORE GA360 & Salesforce integration
These inefficiencies can be hidden, but they add up:
- Additional Time Investment Required – the amount of time it takes your data team to stitch misaligned data sets together for proxied revenue analysis. This can range anywhere from a couple to dozens of hours per week, depending on the data team’s sophistication, the number of marketing channels live, and the complexity of tracking protocol.
- Time Delay in Actionable Insight – latency between actual conversion and that conversion being made available as an actionable metric within your business intelligence platform. This will be exacerbated by #1: Additional Time Investment Required. Manual data cleansing can take anywhere from a few days to over a month, depending on the systems in place and the expediency of your data team. This leaves marketing in a constant state of playing catch up between estimated and true numbers, and puts your budget at risk when decisions need to be made quicker than numbers can be reconciled.
Of course, the amount of time it will take your data team to reconcile data will vary depending on scale. But consider this example: Google worked directly with Rackspace, one of the nation’s top cloud computing providers, to understand the impact of the two above outlined issues (Time Investment and Time Delay) on their resources.
What they discovered is that, after integrating Rackspace’s Google Analytics 360 instance natively with Salesforce, Rackspace was able to save 8-10 hours each week that had previously been spent manually stitching together data. That’s ¼ of a Full Time Employee, or around 400 to 500 hours per year! Additionally, Rackspace nearly annihilated lag, shifting the import of “offline conversion data from 4-6 weeks to virtually real-time.” This gave them insight into campaign performance that enabled media planning and buying at times of hyper-relevancy, and no longer delayed their responsiveness by 4 to 6 weeks.
With the Salesforce integration, the overall process for data collection, analysis, segmentation, and activation became streamlined:
After GA360 & Salesforce integration
The native integration between Google Analytics 360 and Salesforce allowed Rackspace’s team to allocate time to more meaningful tasks, and reduce time spent on manual data analysis. It also improved data accuracy by keeping measurement contained within a single source of truth, and provided more efficient access to campaign insight by negating reconciliation delays.
For any smart marketer, lowering time investment against manual data work and eliminating time delay by making conversion data available in real-time are two substantial ways to tighten up return on investment. In the next post we’re going to discuss how you can leverage Salesforce and the Google Digital Marketing suite to give you a complete view of your buyer’s journey.
Author Bio: Leo Sarian is a seasoned entrepreneur with over a decade of experience who specializes in helping B2B companies build and optimize marketing & sales engines. Prior to working with DELVE, Leo was the VP of Growth at Piwik PRO, a marketing technology company focused on data-sensitive industries. He holds a B.S. in Business Administration from the University of Connecticut School of Business, and in his free time enjoys hiking, mountain biking, and spending time with his wife and newborn baby. It is the process that most fascinates Leo, not the significance of the end product.