The integration was a response to customer feedback, said Paul Muret, Google's vice president of display, video ads and analytics, who was part of the Google Analytics team when it launched years ago.
"In those early days, digital marketing and analytics was really a silo inside an organization," Muret said. "It wasn't connected across anything, and I can tell you that has completely changed in the last couple years. The No. 1 ask I get from my large advertisers and marketers is to combine their online and offline data and help them get a single view of customer journeys that they can take action on across all their touch points."
The move will be a positive development for marketers, said Martin Kihn, vice president of research at Gartner.
"Users of Salesforce Marketing Cloud will find it convenient when it becomes available because most of them also use Google Analytics," Kihn said.
The Google-Salesforce partnership also includes an integration between Salesforce and Google’s G Suite. Salesforce Lightning will hook up with Gmail and Google Sheets, and there will also be new Quip Live Apps for Google Drive and Calendar. The Lightning for Gmail, Calendar and Drive integrations are already complete, but deeper integrations are planned for 2018. Select Salesforce customers will receive free G Suite licenses for one year.
G Suite will become Salesforce’s preferred email and productivity provider, while Google’s Cloud Platform will be used for Saleforce’s core services as Salesforce expands its infrastructure globally.