Salesforce announced plans for a new drag-and-drop mapping option to JourneyBuilder today, one of several new features that should make the tool more user friendly for marketers.
The new tool gives users a canvas that they can use to map the customerjourney across channels such as social media, web, mobile and desktop devices.
Salesforce also added a Journey Triggers function based on predictiveanalytics that can automatically send special offers and other content based onshifts in customer behavior. The idea is to nudge consumers back onto thepurchase path if they abandon a shopping cart, leave a web page or indicate achange in product affinity.
Monitoring the Journey
Another new feature, Journey Metrics, is designed to test and then monitorevery customer interaction. "Now marketers will be able to track and testevery part of the journey in real time against goals, using behavioral data suchas purchases, downloads, loyalty achievements and app usage," the companystated in a release.
All three tools will be available during the next three months and will beshowcased at the company's Connections conference in San Francisco, Sept. 23-25.Journey Builder itself is available now, with pricing starting at $5,000 ayear.
The announcements come just two weeks after rival Oracle announced similar additions to its own Marketing Cloud. And Adobe is likely to make further announcements late this summer related to further integrating Campaign into its marketing suite.
The upgrades follow a series of announcements by the San Francisco-basedcompany about its ExactTarget Marketing Cloud. Scott McCorkle, CEO ofExactTarget, reviewed several in a blog post, including:
- Adding a launch partner for Pinterest's Business Insight's API
- The integration of the Buddy Media and Radian6 organizations
- Expanded advertising opportunities with LinkedIn
- Microsoft's agreement to use ExactTarget for its one-to-one marketingefforts
"This is an amazing list of innovations. And the product innovation thatpulls everything together is Journey Builder," McCorkle wrote.