Salesforce Infuses Big Data Science Within Marketing Cloud

Mike Vizard
Slide Show

Automating the Intelligence of Business Intelligence

The popular conception at the moment is that in order to take advantage of Big Data, an organization has to recruit data scientists, who are hard to retain. But Salesforce, with the launch of updates to the Salesforce Marketing Cloud at a Salesforce World Tour event, is making the case for embedding machine learning algorithms inside a cloud application in a way that promises to eliminate the need for many marketing organizations to hire their own dedicated data scientist.

Meghann York, director of product marketing for Salesforce Marketing Cloud, says that Salesforce Marketing Cloud Predictive Journeys, with Predictive Scores and Predictive Audiences, now makes it possible to essentially predict how customers will respond to, for example, an email marketing campaign. In addition, York says organizations can leverage Predictive Audiences to segment customers based on the predictive scores created by Salesforce Marketing Cloud.

At this juncture, it’s fairly obvious that Big Data analytics will transform just about every application and process. Less clear is the degree to which organizations will have to build the algorithms needed to transform those processes themselves. Instead, it’s much more likely that organizations will rely more on algorithms that will increasingly be slipstreamed in applications running inside and out of the cloud.

That doesn’t necessarily mean that demand for data science skills will slacken. But organizations need to be careful about distinguishing between algorithms they need to build versus advanced analytics features that will be increasingly embedded within just about every application.

There’s no doubt that Big Data analytics will be a crucial tool for remaining competitive. But in the age of the cloud, it doesn’t necessarily follow that every organization will need to build those Big Data capabilities from the ground up on their own.


Add Comment      Leave a comment on this blog post
Nov 19, 2015 4:22 AM Ingrid Ingrid  says:
The complexity of reaching customers has increased and the companies need to use their analytics more efficiently in their targeting and automate the marketing process. Salesforce, IBM, Adobe, Oracle, and HP are racing towards the first completely integrated suite of marketing tools, that will help businesses to design their marketing strategies that will convince the consumers to buy their products. Reply
Dec 1, 2016 10:51 PM warwickuk warwickuk  says:
Nice Post thanks to you for this attractive information Reply

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