Salesforce deepens data sharing partnership with Google

Last Fall at Dreamforce, Salesforce announced a deepening friendship with Google . That began to take shape in January with integration between Salesforce CRM data and Google Analytics 360 and Google BigQuery. Today, the two cloud giants announced the next step as the companies will share data between Google Analytics 360 and the Salesforce Marketing Cloud.

This particular data sharing partnership makes even more sense as the companies can share web analytics data with marketing personnel to deliver ever more customized experiences for users (or so the argument goes, right?).

That connection certainly didn’t escape Salesforce’s VP of product marketing, Bobby Jania. “Now, marketers are able to deliver meaningful consumer experiences powered by the world’s number one marketing platform and the most widely adopted web analytics suite,” Jania told TechCrunch.

Brent Leary, owner of the consulting firm CRM Essentials says the partnership is going to be meaningful for marketers. “The tighter integration is a big deal because a large portion of Marketing Cloud customers are Google Analytics/GA 360 customers, and this paves the way to more seamlessly see what activities are driving successful outcomes,” he explained.

The partnership involves four integrations that effectively allow marketers to round-trip data between the two platforms. For starters, consumer insights from both Marketing Cloud and Google Analytics 360, will be brought together into a single analytics dashboard inside Marketing Cloud. Conversely, Market Cloud data will be viewable inside Google Analytics 360 for attribution analysis and also to use the Marketing Cloud information to deliver more customized web experiences. All three of these integrations will be generally available starting today.

A fourth element of the partnership being announced today won’t be available in Beta until the third quarter of this year. “For the first time ever audiences created inside the Google Analytics 360 platform can be activated outside of Google. So in this case, I’m able to create an audience inside of Google Analytics 360 and then I’m able to activate that audience in Marketing Cloud,” Jania explained.

An audience is like a segment, so if you have a group of like-minded individuals in the Google analytics tool, you can simply transfer it to Salesforce Marketing Cloud and send more relevant emails to that group.

This data sharing capability removes a lot of the labor involved in trying to monitor data stored in two places, but of course it also raises questions about data privacy. Jania was careful to point out that the two platforms are not sharing specific information about individual consumers, which could be in violation of the new GDPR data privacy rules that went into effect in Europe at the end of last month.

“What we’re [we’re sharing] is either metadata or aggregated reporting results. Just to be clear there’s no personal identifiable data that is flowing between the systems so everything here is 100% GDPR-compliant,” Jania said.

But Leary says it might not be so simple, especially in light of recent data sharing abuses. “With Facebook having to open up about how they’re sharing consumer data with other organizations, companies like Salesforce and Google will have to be more careful than ever before about how the consumer data they make available to their corporate customers will be used by them. It’s a whole new level of scrutiny that has to be apart of the data sharing equation,” Leary said.

The announcements were made today at the Salesforce Connections conference taking place in Chicago this week.

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Stackery lands $5.5 million for serverless platform

When Stackery’s founders were still at New Relic in 2014, they recognized there was an opportunity to provide instrumentation for the emerging serverless tech market. They left the company after New Relic’s IPO and founded Stackery with the goal of providing a governance and management layer for serverless architecture.

The company had a couple of big announcements today starting with their $5.5 million round, which they are calling a “seed plus” – and a new tool for tracking serverless performance called the Health Metrics Dashboard.

Let’s start with the funding round. Why the Seed Plus designation? Company co-founder and CEO Nathan Taggart says they could have done an A round, but the designation was a reflection of the reality of where their potential market is today. “From our perspective, there was an appetite for an A, but the Seed Plus represents the current stage of the market,” he said. That stage is still emerging as companies begin to see the benefits of the serverless approach.

HWVP led the round. Voyager Capital, Pipeline Capital Partners, and Founders’ Co-op also participated. Today’s investment brings the total raised to $7.3 million since the company was founded in 2016.

Serverless computing like AWS Lambda or Azure Functions is a bit of a misnomer. There is a server underlying the program, but instead of maintaining a dedicated server for your particular application, you only pay when there is a trigger event. Like cloud computing that came before, developers love it because it saves them a ton of time configuring (or begging) for resources for their applications.

But as with traditional cloud computing – serverless is actually a cloud service – developers can easily access it. If you think back to the Consumerization of IT phenomenon that began around 2011, it was this ability to procure cloud services so easily that resulted in a loss of control inside organizations.

As back then, companies want the advantages of serverless technology, but they also want to know how much they are paying, who’s using it and that it’s secure and in compliance with all the rules of the organization. That’s where Stackery comes in.

As for the new Health Metrics Dashboard, that’s an extension of this vision, one that fits in quite well with the monitoring roots of the founders. Serverless often involves containers, which can encompass many functions. When something goes wrong it’s hard to trace what the root cause was.

Stackery Health Metrics Dashboard. Photo: Stackery

“We are are showing architecture-wide throughput and performance at each resource point and [developers] can figure out where there are bottlenecks, performance problems or failure.

The company launched in 2016. It is based in Portland, Oregon and currently has 9 employees, of which five are engineers. They plan to bring on three more by the end of the year.