The partnership will allow Localytics to integrate their mobile user data with Salesforce’s contact data to allow marketers to retarget mobile users based on email. Conversely, Localytics will be able to use Salesforce’s contact data to create more personalized mobile campaigns.

“We’re sharing mobile behavior into Salesforce, and they’re sharing their data with us, and we can use their offline data to influence mobile journeys. We’re trying to avoid channel confusion,” says Lou Orfanos, VP of product at Localytics.

Companies can utilize the partnership to engage users and build better cross-channel experiences by sending opt-in emails to contacts from Salesforce Marketing Cloud who have disabled push notifications. It can also email app users who have been identified as high app churn risks in the Localytics platform, and creating multi-touch, cross-channel marketing campaigns targeted at people with low Net Promoter Scores.

Orfanos says that one of the biggest challenges facing marketers today is bringing together various data sets in order to have a unified view of a customer.

Marketers find themselves at a nexus of previously siloed data, which can be chaotic and hard to make sense of—especially with apps like Uber, where it can hard to differentiate which functions should be governed by marketing teams and which by product teams.

Mobile marketers have also shifted tactics, says Orfanos, from customer acquisition to engagement and preventing churn. The ability to engage/re-engage and retarget more effectively is one of the main benefits of this partnership, he says.