Salesforce Marketing Cloud uses data analytics to predict what customers will do next

Salesforce Marketing Cloud has unveiled a new feature called “Predictive Journeys” that analyzes the customer’s engagement and predicts their next action – helping marketers do the right things to achieve the outcomes they want.

To predict what the customer will do next, the software combines CRM and marketing data with contextual data such as their web browsing activity and engagement with email messages.

Predictive Journeys provides two key tools: Predictive Scores, which shows a customer’s likelihood to engage; and Predictive Audiences, which automatically creates segments of customers who will have a similar customer journey.

Instead of providing the same content to all customers and potential customers, Predictive Journeys can, for instance, help marketers present different content based on what stage in the buying cycle they’re at.

“Now marketers can create smarter journeys that deliver the right content exactly when the customer needs it,” Scott McCorkle, CEO of Salesforce Marketing Cloud, said in a statement. “With Salesforce Marketing Cloud Predictive Journeys, marketers can now go beyond simply meeting customer needs, to anticipating and greeting them at the next step of their journey as they arrive.”

Salesforce Marketing Cloud Predictive Scoring and Audiences are currently in beta and are expected to be available in the first half of 2016. These services will be part of the Salesforce Marketing Enterprise edition and as add-on to Pro and Corporate editions starting at $125 per month.

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David Hamilton
David Hamilton
As a journalist, I delve into topics where technology and society collide. I’ve written for Canadian newspaper The National Post, and posted more than 3,000 articles on technology related to the Internet as a staff writer for trade publication the Web Host Industry Review. And I host and produce a podcast called Techish.

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