Ticketmaster is one of the first firms to trial Google’s Analytics 360 tool to activate audiences outside of its network through its integration with CRM-giant Salesforce.

Google’s Analytics 360 product can now be merged with Salesforce data, which will make it easier for marketers to analyse cross-channel insights in one place.

Through the partnership, Salesforce is able to bring insights from both platforms as a method for “more effective” and more personalised campaigns.

The integration extends an existing relationship between Google and the CRM company. It follows on from a deal announced at the end of last year that brought data together for advertisers and is part of a wider partnership.

Ticketmaster is currently in the process of trialling the product with plans to expand its uses across its wider marketing mix from the third quarter of 2018.

Yesterday (Thursday), Salesforce announced updates to its AI software Einstein, which includes more pin-point segmentation and a tool called ‘splits’.

‘Splits’ powers machine learning to “create unique, personalised journey paths for each customer.”

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