ExactTarget releases Journey Builder beta 

With  Journey Builder, marketers will be able to track customer marketing interactions on platforms such as email, mobile, social media and websites, in order to provide personalized marketing campaigns to customers.

“Companies are operating in a mobile-first world where consumers have a level of connectivity that is unprecedented – driving interactions across every digital channel at every hour of the day,” said Scott McCorkle, president of technology and strategy, Salesforce ExactTarget Marketing Cloud. “ExactTarget’s Journey Builder will provide the solution marketers need to connect with their customers in entirely new ways with a true 1-to-1 experience that dynamically powers and coordinates messages in real time based on each customer’s unique actions.”

The product, which can be seamlessly integrated with the company’s Marketing Cloud, can also integrate with other third-party marketing applications. Integration with third-party applications will allow, among other things, for web conferencing, direct mail, and Facebook ad retargeting. 

It provides a drag-and-drop interface for easier measurement of campaign performance, and real-time optimization enables faster analysis of successful and unsuccessful strategies. Analytics and performance tracking lets marketers easily plan outcomes for each stage of their lifecycle campaigns, as well as compare their performance against their initial goals. 

According to a company spokesperson, the full release of Journey Builder will be available in the fourth quarter of 2013.