Salesforce updates Marketing Cloud with AI features and integration

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Salesforce has released a number of updates for various products in its Marketing Cloud portfolio. The updates include Einstein-based AI features for Interaction Studio, more functionality in Pardot and integration of Datorama with Tableau.

According to Salesforce, the updates focus on three principles. The updates should humanize digital interaction for customers, enable companies to approach customers with empathy, and further optimize marketing budgets and impact.

Upgrades Interaction Studio

For this purpose, Salesforce has now added Einstein-based AI, from the acquired Evergage, to its Interaction Studio product. Interaction Studio creates experiences and coordination for promotional campaigns and discounts across all brand channels. The newly added functionality includes personalization recipes, personalization decision and A/B testing.

Functionality for Pardot

Salesforce’s B2B marketing automation, Pardot’s newly added functionality, also deals with AI. Updates to this product include AI-based B2B marketing analytics, marketing attribution analyses supported by Einstein, new Pardot business units and sandbox environments for developers. In this way, marketing, sales and customer service teams can collaborate better and have a better understanding of the market and consumer perception.

Integration Datorama with Tableau

Furthermore, within its Marketing Cloud offering, Salesforce has now integrated its marketing intelligence product from Datorama, acquired in 2018, with its visualization technology from Tableau. The integration provides marketers with opportunities for automated marketing data integration, real-time marketing insights, integrated business analytics and marketing data exploration.

The integration should also ensure that the Datorama marketing performance data is now accessible throughout the organization and that companies can continue to explore this data in every conceivable way. Furthermore, this far-reaching insight should help marketers to further optimize their marketing budgets and the impact of marketing campaigns.

The integration of Datorama with Tableau is immediately available. The upgrades for Pardot Premium are scheduled for the end of this month. Upgrades for Interaction Studio will become generally available at the end of the third quarter of this year.

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