Salesforce.com Releases Predictive Journeys for Its Marketing Cloud

To kick off its World Tour event in New York today, Salesforce.com bolstered its Marketing Cloud with Predictive Journeys, a set of functions aimed to help marketers assess the health of their customer accounts and ultimately leverage that information to stimulate engagement. According to Meghann York, director of product marketing at Salesforce Marketing Cloud, Predictive Journeys gives marketers a map for being more proactive in their campaign strategies. Comprised of two capabilities—Predictive Scores and Predictive Audiences—the solution applies data science to CRM and contextual data, including Web and email activity, to anticipate a customer’s course of action. Predictive Scores analyzes customer behavior and assigns a score to each account according to the customer’s likelihood of carrying out a specific action. The calculation can help companies determine if a combination of…


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