Google 360 SFMC Case Study – Demo at London Salesforce Marketing Cloud Meetup

Mar 1, 2019

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Yesterday, at the London Salesforce Marketing Cloud User Group (newly dubbed by Salesforce as B2C Marketing User Group), we featured two talks: First, a demo of Commerce Cloud w Social & AI by Zara Ferjana, followed by our co-host Kerry Townsend (both from Accenture, who sponsored the venue of the event). Second talk was on Google Analytics 360 Marketing Cloud – an implementation case study, by Younnis Abbad-Andaloussi. The event was hosted on by our own Jimson Lee, from CloudAnalysts, who also led the Marketing Cloud Q&A at the end of the event.

Jimson and Younnis doing the Q&A after the Google Analytics 360 with Salesforce Case Study

Google 360 SFMC Case Study

I want to highlight this second talk on Google Analytics 360 with Marketing Cloud – an implementation case study, which we have here on tape for you below.

Nowadays, Customer Journey Analysis is the most valuable tool for Conversion Rate Optimisation (CRO) — think: A/B testing on steroids–. And that’s what Google Analytics 360 with Marketing Cloud is all about.

Key Take-Aways

  1. You have to get your Google Analytics in order, first.
  2. It takes at least 3 months to set Google Analytics 360 and Marketing Cloud up properly, technically and marketing-wise. Estimate at least 6 weeks for discovery, mostly for the Google Analytics side. The technical Marketing Cloud setup is about 10% of the work.
  3. You have to really plan carefully, and know exactly what you want to get out of it before you get started: journeys, audiences, goals, results. What are you trying to achieve? — Answering this question in detail is key to the solution you’ll be creating.

Nice to Know

  1. Out of the box, GA 360 and Marketing Cloud comes with Automatic UTM tagging. This is a major long-term advantage: saves times and avoids error.
  2. E.g. Google Analytics 360 Audiences are now defined as a list of customers who meet a certain criteria.
  3. Tracking needs to be enabled for each journey.

Reporting Visibility

  1. Analytics dashboards report on sends via Journey Builders (but not guided sends or other sends.)
  2. Channel Analytics: in GA
  3. Individual emails sends: in SFMC.

GA 360 Marketing Cloud – Case Study Video

Video with demo of Commerce Cloud with AI & Social Studio

Below is the video of the other talk by Zara, who walked us through a US demo. It was nice to see that this was an interactive demo. Enjoy:

And that covers it.

>> Find all our Meetup videos here.

>> Find info on the next user group events on our home page.


Interested to learn more?

We would be very happy to help you.

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