Salesforce.com Inc. has made good on a promise it made last year to integrate its Marketing Cloud with Google Inc.’s analytics platform.

The company said at its Salesforce Connections event in Chicago Wednesday that it’s integrating Marketing Cloud with Google Analytics 360, allowing customers to combine data from both platforms into a single dashboard. The idea is that users gain a more compelling view of their customer’s behaviour, Salesforce officials said.

Bobby Jania, Salesforce’s vice president of product marketing, told ZDNet that users can now create an audience using Google Analytics 360 and transfer those IDs to the Marketing Cloud. Users can then engage with this audience in a variety of ways, while ensuring they remain compliant with the EU’s new General Data Protection Regulation.

“We’re looking to create personalized journeys,” Jania told ZDNet.

Besides the Google integration, Salesforce announced a couple of new artificial intelligence services within its Einstein suite. These include Einstein Segmentation, which marketers can use to target groups of consumers with specific messaging. Einstein Splits, meanwhile, helps marketers better predict the outcome of their “journey paths,” or marketing campaigns.

Salesforce is also adding business-to-business commerce features to its Commerce Cloud service, giving users an easier way to buy B2B services such as raw materials or cloud computing services over the web.

Image: Salesforce.com