At the end of last year Salesforce announced the official acquisition of Krux, a leading data management platform.

And now, the number one CRM company has unveiled new innovations to the Salesforce Marketing Cloud - based on this acquisition.

With the addition of Krux, Salesforce has extended its audience segmentation and targeting capabilities with Marketing Cloud to power precise digital marketing at scale.

"Krux has enabled Conagra to move from a ‘one consumer, one message' approach in our marketing to a dynamic targeted approach that allows us to test and learn what messages and strategies are resonating best with consumers in time to optimise our investments,” says Heather Dumford, marketing director of Conagra Brands.

“This approach has shown strong results and is now an integral part of our marketing.

According to the organisation, marketers can now capture data from any source - including existing customer data in Salesforce - to unify, segment, and activate audiences for smarter digital advertising.

Companies can also leverage Marketing Cloud's Einstein AI capabilities to process billions of profiles and trillions of customer engagement events to reveal new, high value segments.

The new innovations include cross-channel ad delivery management, digital advertising powered by any Salesforce data, and Einstein journey insights.

“Leading marketers understand that delivering relevant and valuable customer experiences is their number one way to differentiate and drive growth,” says Bob Stutz, CEO of Marketing Cloud and chief analytics officer of Salesforce.

“By bringing together Krux's leading data management platform with the Salesforce Marketing Cloud, we're uniquely empowering marketers to get smarter about their customers across any device or channel.