The ExactTarget Marketing Cloud from salesforce.com today announced a new partnership with Datalogix, expanding its capabilities to power and measure the sales impact of advertising campaigns.
The partnership will make it possible to leverage Datalogix's $1 trillion in offline consumer spending data within the ExactTarget Marketing Cloud's Social.com and Active Audiences advertising solutions. It also expands the ExactTarget Marketing Cloud's existing ability to drive relevant and targeted advertising campaigns, based on CRM and digital marketing data from customer engagement across email, mobile, social, and the Web.
"Facebook has a Super Bowl-sized audience every hour of every day," said Scott McCorkle, president of technology and strategy at ExactTarget Marketing Cloud, in a statement. "ExactTarget Marketing Cloud's powerful capabilities, combined with robust offline data from Datalogix, will give marketers the ability to connect with the audiences that matter to them the most in entirely new ways."
"Working together, the ExactTarget Marketing Cloud and Datalogix help address two of the most critical issues for marketers: reaching their actual customers and measuring if their campaigns are driving sales," said Eric Kirby, chief product officer at Datalogix, in a statement. "We help maximize the match rate on CRM files by bringing in a wide range of attributes, then we allow advertisers to measure the buy-through rate and in-store sales impact of their campaigns, based on more than $1 trillion of sales data."
Salesforce acquired ExactTarget in mid-2013. It unveiled the ExactTarget Marketing Cloud at its DreamForce user conference in November.