As I prepare for my 4th Dreamforce and work out what sessions I am going to attend via the agenda builder, I turn my attention to the sessions that most closely align with the work we do for our clients here at Cervello.

The first area of interest is around the expected announcement of their new cloud-based analytics platform. If you were like me and tried to find sessions on the topic, you needed to search for “Project Wave”.  Marc Benioff created a faux buzz when he accidently tweeted out the agenda, which is where “Project Wave” replaced what was the “Analytics Cloud Keynote”.  Cervello has a deep history in the area of analytics and reporting, and we look forward to seeing what capabilities this new offering provides. Will it truly be a game-changer for Salesforce.com?

Another area of interest for me at Dreamforce 2014 is Marketing Cloud. With a year behind us since Pardot and ExactTarget made their debut under the Salesforce umbrella, it will be exciting to hear about how these acquisitions have come together.   With the combination of the marketing automation capabilities with Social Studio (Radian6 + BuddyMedia), Salesforce is creating a robust marketing platform.  As Cervello has worked with large brand based organizations with global footprints, we have found that the consolidation of metrics and KPIs from these social and marketing automation tools is critical to getting a top-level view of performance.  With consumer brands having the ability to engage across multiple channels like Facebook, Twitter, YouTube, Pinterest and traditional web sites it is critical to be able to see performance in the areas of reach, brand equity and ultimately ROI for media investments.  Of course doing this across the multiple tools, platforms and data sources involved can certainly be challenging.  I am looking forward to hearing what other organizations are doing to address this need and if anything on the marketing cloud roadmap (including Project Wave) will help close the gap.

In addition to finding plenty of time for the Cloud Expo and several keynotes (including Marc Andreessen and Reid Hoffman!), I also plan to attend several talks in the developer zone as well as tap into the free content that Salesforce provides. Additionally, there is always room on my bookshelf for another Force.com book or how-to workbook. And let’s not forget Bruno Mars and Cake taking to the stage at Tuesday night’s gala!  I’ve got a lot on tap for Dreamforce 2014 and am looking forward to applying what I learn to our client engagements here at Cervello.

pete graham  Author: Pete Graham

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