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[科技] Salesforce buys DMP Krux

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拾忆 发表于 2016-10-5 03:22:29
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Salesforce buys DMP Krux

Salesforce buys DMP Krux-1-网络科技-management,reporting,marketing,disclosed,purchase
    Ken Wolter / Shutterstock.com
    Salesforce is continuing its buying spree with today’s announcement that it is buying data management platform (DMP) Krux.
   Although deal terms were not disclosed, The Wall Street Journal and others are reporting the price tag was around $700 million. The announcement was made Monday, just before today’s opening of Salesforce’s big Dreamforce conference in San Francisco.
  The purchase means that Salesforce will be able to better compete with the DMPs at its major marketing cloud competitors, such as Oracle and Adobe, and brings into the company the data needed for large-scale audience segmentation and targeting for ads.
   Krux, founded in 2010, bases its targeting on its own very large CRM combined with other sources of data, so that personalized marketing and consumer experiences can be delivered to specific types of users across devices. In a blog post announcing the sale, CEO and co-founder Tom Chavez wrote that:
  “Krux will extend the Salesforce Marketing Cloud’s audience segmentation and targeting capabilities to power consumer marketing with even more precision, at scale. In addition, Krux will feed Salesforce Einstein with billions of new signals, enabling companies to be even smarter about their customers.”
   Einstein has lent his name to Salesforce’s recently launched artificial intelligence layer , which is now embedded throughout the company’s sales, marketing, service, and other clouds. One question is how Salesforce might tap into this new commitment to AI as it looks to mine Krux’ data treasure.
   PundIT analyst Charles King emailed me that Krux will allow Salesforce customers “to finely tune customer outreach, which should improve [its] competitive positioning against Adobe” and Oracle. On the B2B side, Oraclelaunched in August what it described as “the largest B2B audience data marketplace.”
  King added that, “over the past year or so, Salesforce has consciously broadened its solutions and service beyond its traditional CRM offerings,” largely through acquisitions.
  “That’s caused some concern among [Salesforce] shareholders,” he wrote, “but I expect the company would argue that it is simply evolving in accordance with its customers’ needs and to stave off competitors.”
  Krux has worked with Salesforce through its audience-targeting Active Audiences, which it introduced in March of last year. Active Audiences drew on information from its crown jewel, the CRM, to target identified customers without having to rely on cookies, which don’t work across devices. Active Audiences enabled campaigns on more than a hundred ad networks through integration with such ad tech and data providers as LiveRamp, LiveIntent, Neustar and Viant, as well as Krux.
  Gartner VP Andrew Frank told me that the acquisition “wasn’t surprising,” in that it had been rumored, plus Salesforce was “overdue” to buy a DMP. Given alliance with Krux through Active Audiences, he noted that it doesn’t necessarily add capabilities as packages “a single solution.”
   Last December, Salesforce picked up configure/price/quote provider SteelBrick, and it bought predictive software provider PredictionIO in February. In April, it acquired AI startup MetaMind, followed by data intelligence startup Implisit Insights in May, ecommerce platform Demandware in June (whichbecame its Commerce Cloud), and data analytics startup Coolan in July.
   In August, the company acquired business intelligence provider BeyondCore,which has said its system is so smart it knows the best questions to ask, in addition to supplying the answers. In the same month, the company also acquired word processing app Quip.



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地毯家 发表于 2016-10-5 05:19:45
煮熟的鸭子飞不了,煮熟的楼主在哪里?
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黄丹 发表于 2016-10-5 05:29:15
我曾经跟一个人无数次的擦肩而过,衣服都擦破了,也没擦出火花。
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东亚醋王 发表于 2016-10-5 05:59:13
我唯一的缺点就是钱多,而现在我几乎完美了。
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kashmir 发表于 2016-10-8 01:14:48
拾忆要倒冰桶的节奏
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892896097 发表于 2016-11-8 07:27:49
有些人,去死都和我没关系。有些人,弄死我我都放不下。
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vkbsoyga 发表于 2016-11-8 13:23:54
有些人,去死都和我没关系。有些人,弄死我我都放不下。
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puhomBug 发表于 2016-11-9 09:39:48
duang
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刘玲 发表于 2016-11-11 10:46:48
看起来好像不错的样子
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小振 发表于 2016-11-12 14:51:40
顶起顶起顶起
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