Salesforce’s newly proclaimed "Web and Mobile Analytics" capability within Sales Force Marketing Cloud Web and Mobile Analtyics platform may initially excite us digital analytics geeks. After all - disruptions by large vendors in the name of “Web Analytics” are few and far between now days. However before placing SFDC on your digital analytics vendor shortlist you should consider that the capability:
- Is targeted at Salesforce's existing Marketing cloud customers. It is built more as "light weight" analytics capability providing BI pros the ability to natively ingest web and mobile data into their SFDC instances. Oh and it is offered at no extra charge to all Marketing Could users.
- Will not replace existing enterprise systems. Salesforce claim it will “complement” existing enterprise digital analytics systems that do very much the same thing (i.e. collect, analyze and act on customer behavioral data) and more.
- Is separate from the Salesforce's Wave. Slightly confusingly the Analytics Cloud - Wave - is a separate offering from the Salesforce Marketing Cloud's mobile and web analytics capability- good to know!