Salesforce Acquires Tableau: What does it mean for the future of MarTech? 

This week, Salesforce announced huge news in its bid to step up its work in analytics and data visualisation with the acquisition of Tableau for $15.7Bn in an all-stock deal.

This comes on the heels of Google making similar moves with the acquisition of analytics start-up Looker for $2.6 billion earlier this month.

This is obviously huge news for Salesforce as it continues to diversify beyond traditional CRM and deeper into the realms of analytics and predictive.

Whilst this news is fantastic for Salesforce and its customers, what does it mean for the rest of the industry, and for you? We asked our resident Salesforce expert and Senior Technical Consultant, Jamie Burrell.

What does this acquisition mean for the industry?

Salesforce continues to strengthen its capabilities across the marketing spine – through Marketing Automation, Marketing Cloud, CRM – and now its Business Intelligence tools too.

For the past few years, Salesforce has been building to be the single source of all customer data across an organisation as part of their 360 initiative. Take the MuleSoft acquisition for example.

Adding Tableau into this mix enables the visualisation and actionable insight using that data. This brings with it a whole new community of data analysts and tableau users into the Salesforce sphere.

With this move in play, you can expect the alignment between Adobe and Microsoft Power BI to grow, and for there to be further consolidation of the enterprise market into Salesforce and Adobe/Microsoft stacks.

What does it mean for you?

In the short term, it’s business as usual.

In the future, the tighter integration between Salesforce and Tableau will provide deeper insights directly within the tools that Sales and Marketing teams use.

It also could bring consolidation and alignment with Salesforce’s existing data visualisation offering – Einstein Analytics.

Both have exciting initiatives to unlock fresh insights through AI and machine learning.

What does it mean for CleverTouch?

We’re well positioned to support existing and future customers with our extensive capabilities on both. We look forward to working closer with both technologies as the partnership between Salesforce and Tableau evolves.

From pre-campaign insight to post-campaign analysis, over 400 of the world’s leading brands work with CleverTouch to evaluate their business insight using market-leading technologies like Salesforce and Tableau.

To find out more about CleverTouch’s Insight & Analytics Services, please get in touch or email us at hello@clever-touch.com.