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Salesforce Marketing Cloud, Communities and Adobe Analytics Integration

Integration of Salesforce Marketing Cloud with Adobe Analytics improved tracking of marketing campaign performance and customer interactions, enabling real-time optimization and enhanced visibility into customer journeys through comprehensive data synchronization and custom dashboards.
Salesforce Marketing Cloud, Communities and Adobe Analytics Integration

Project Type: 

Technical

Year: 

2021

Industry: 

B2B

Duration: 

3 Months

Services: 

Roadmap, Requests, Catalyst

Role:   

Solution Architect, Lead Engineer, Data Engineer

Objective

Connect Salesforce Marketing Cloud with Adobe Analytics to better track how customers interact with the business. Specifically, show how well marketing campaigns perform and shows how customers move from first seeing an ad to making a purchase. Also add Adobe tracking tags to all Salesforce pages, which will help collect detailed information about how visitors use the websites, what content they engage with, and how they become customers.

Approach

  1. Creation of technical solution designs
  2. Run proof of concepts/proof of value
  3. Stakeholder management and consensus for solutions
  4. Lead engineering groups to implement solutions
  5. Enable capability and build solutions
  6. Test and validate solutions
  7. Provide ongoing solution support
  8. Run business review/return on investment sessions

Outcome

First, we focused on the data engineering aspect by designing and implementing a data key that would bridge Adobe Analytics and Salesforce Marketing Cloud data. This key allowed us to stitch together extracted data from both platforms within AWS to build comprehensive visitor/customer profiles. We developed an identity stitching strategy to ensure Adobe Analytics events would correctly match with their corresponding customer profiles in Salesforce Marketing Cloud. After resolving this, we engineered a solution to collect the necessary data using Adobe Tags on Salesforce Communities. This integration between Salesforce Marketing Cloud and Adobe Analytics resulted in:

  • Complete deployment of Adobe Analytics tracking across all Salesforce Community pages
  • Implementation of Marketing Cloud tracking pixels for comprehensive campaign performance measurement
  • Creation of custom dashboards in Adobe Analytics for marketing attribution and customer journey analysis
  • Establishment of data synchronisation and stitching between Adobe and Salesforce platforms using AWS

Key achievements:

  • Improved campaign ROI tracking accuracy
  • Enhanced visibility into customer journey touchpoints across all digital properties
  • Enabled real-time marketing campaign optimization based on performance data

Apps

Adobe Analytics, Adobe Tags (Launch), Salesforce Marketing Cloud, Salesforce Marketing Cloud Pixel, Salesforce Communities, Amazon Web Services

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