Adobe Analytics can measure website visits and conversions from your email campaigns while Salesforce Marketing Cloud can measure your sends, open and click rates. In order to truly optimize you need to measure from start to finish. For example a certain campaign may be great at driving opens and clicks but perform horribly on the website due to the content. As an email marketer you need to see the full picture or you will be wasting spend and losing out on sales.

Adobe Analytics features like Attribution IQ and Segment Builder are powerful tools that can unlock critical marketing insights and enable expanded tactics. The problem is, these features aren't useable out of the box for B2B organizations that rely on CRM data. With this Integration, that's no longer the case.