Salesforce.com adds more predictive tools to Marketing Cloud

Salesforce has been busy pushing out updates before the holiday shopping season gets underway -- a time that will be undoubtedly busy for and dependent upon customer service teams.

Salesforce.com is bolstering its Marketing Cloud, one of the cornerstones of its cloud empire, with new data-driven tools promising more predictions rather than extra observations into passing trends.

The San Francisco-based corporation unveiled Predictive Journeys, a more comprehensive forecast honing in on individual customers based on a variety of metrics and patterns.

Those Journeys break down into two trails. The first is Scores, which relies on data science to predict a customer's likelihood to engage based on past behaviors (i.e. subscribing or unsubscribing to marketing emails).

The second stop is Audiences, which takes all of that data from Scores and places customers into targeted segments around relevant demographics for future follow-ups -- essentially influenced by smart technology techniques.

"Marketers want to put the customer at the center of their thinking and allow them to define each moment that matters,"wrote Scott McCorkle, CEO of Salesforce Marketing Cloud, in Wednesday's announcement. "Now marketers can create smarter journeys that deliver the right content exactly when the customer needs it."

A few months out now after its annual customer expo, Salesforce has been busy pushing out updates before the holiday shopping season gets underway -- a time that will be undoubtedly busy for and dependent upon customer service teams.

Last week, the CRM giant announced a back-end integration between its customer service and ticketing software app Desk.com with SalesforceIQ, an intelligent relationship management service intended for SMBs.

SMB users should be able to pull customer service data stored on Desk.com and pump that directly into SalesforceIQ, using the latter's data science techniques to make better observations and predictions about customer relationships and activity.

Unveiled in September, SalesforceIQ is the result of Salesforce's $390 million purchase of big data and machine learning startup RelateIQ in 2014.

The SalesforceIQ-Desk.com integration is available now and will be included with Desk.com Pro and Business Plus subscriptions and with SalesforceIQ Growth and Business plans.

Predictive Scoring and Audiences are now available and are included with the Salesforce Marketing Enterprise edition or as an add-on to Pro and Corporate editions. Pricing starts at $125 per month.

Note: Salesforce reps reached out, acknowledging a change in information on their end. Salesforce Marketing Cloud Predictive Scoring and Audiences are currently in beta and are expected to be available in the first half of 2016.