(Dow Jones Newswires) Acquisition of Web monitoring firm Radian6 paves the way for creation of a new marketing cloud service, said George Hu, executive vice president of platform and marketing for Salesforce.com Inc. (CRM).
“I think Radian6 is a game changer,” Hu told attendees at the Wells Fargo Tech Transformation Summit in San Francisco Wednesday. “I think it may, or probably will, be the foundation of our marketing cloud.”
Salesforce.com was a pioneer in cloud computing, which allows companies to access computer servers and data storage over the Internet. Its first products helped companies manage sales and customer relationships. It announced last month it would acquire Radian6 for about $326 million in cash and stock.
Radian, based in New Brunswick, Canada, has created a suite of tools for capturing details from millions of conversations daily on Facebook, Twitter, YouTube, LinkedIn and blogs. The technology can track what’s being said about businesses and the culture in general and help clients such as PepsiCo Inc. (PEP) track consumer views.
In the hands of engineers at Salesforce.com, the search and sorting power of Radian6 also will become a way to tailor marketing campaigns and refine messages to maximum benefit, Hu said.
He called the technology “a meaningful revenue accelerator.” Information gathered through Radian6 “is potentially a foundation for a market cloud, but also an intersection” for all customer information within a business, Hu said.
“It adds value to the sales cloud, the service cloud,” he said. “It brings them all together.”
-By Steven D. Jones, Dow Jones Newswires