Salesforce Cinder Agency

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Deloitte supercharges its Salesforce digital marketing capability with the addition of Cinder

4 October 2016: Marketing technology implementation specialist, Cinder Agency, has joined Deloitte, making the Big Four professional services firm an Australian market leader in Salesforce implementation.

Cinder is an award-winning digital agency that helps marketing teams select, integrate and optimise the best marketing software for their business. The firm helps its clients to realise their marketing objectives through customer lifecycle marketing strategy, implementation expertise and data based decision making. It is seen as an expert in assisting clients with the technical implementation of cloud based marketing platforms, such as Salesforce Marketing Cloud, and has undertaken over 500 marketing technology platform integrations and migrations.

Cinder’s co-founders, CEO Miguel Leone and COO Daniel Tintner, will both join Deloitte’s rapidly growing Customer Behaviour team as directors, along with their team of consultants. The Customer Behaviour team, part of Deloitte Digital in the Consulting Practice and led by Deloitte Consulting partner Steve Hallam, takes a data and analytics focused approach to help organisations better understand their customers.

Deloitte CEO, Cindy Hook, said Cinder was another strategic investment and building block for the firm’s technology and customer practices. “This is the third technology related transaction for our Consulting Practice in the past nine months. It demonstrates our continued determination to remain at the forefront of digital transformation and provide our clients with the expertise and experience to solve their most complex problems. We will continue to make considered, strategic investments that are adjacent to our capabilities.”

Deloitte Customer Behaviour Lead Partner Steve Hallam said: “Marketing optimisation and campaign management services are one of the fastest growing areas of customer transformation in the Australian market. The challenge and opportunity for businesses is to integrate multiple technology platforms in a way that provides a customer with a personalised and consistent experience across all channels, and enhances their propensity to complete transactions in an efficient way. Cinder does this better than anybody else in our experience.

“The marketing optimisation capability offered by Cinder expands the offerings of our Customer Behaviour practice and further strengthens our strategic alliance with Salesforce. We are excited to be heading to Dreamforce together this week, with Cinder as part of the Deloitte team.”

The addition of Cinder will also boost Deloitte’s Salesforce team (which offers strategy, design, implementation and management across the full Salesforce cloud suite), making it a market leader in Australia.

Cinder CEO and co-founder Miguel Leone said his team had been working with Deloitte on projects for several years and he was excited about extending the relationship. “At Cinder we are passionate about helping our clients understand their customers’ behaviour better by optimising their marketing practices and technology. We see Deloitte’s breadth of expertise as giving us the opportunity to transition from offering platform enablement to complete digital transformations.”

Cinder’s other co-founder and COO Daniel Tintner is excited about what this opportunity will mean for the local industry: “In the age of the customer it has become critical that organisations drive better outcomes from their marketing resources – we can’t wait to really push the boundaries on how technology can be further used to enhance marketing performance.”

Cinder also uses its technological expertise to create platforms that enable marketers to answer specific business challenges. These include:

  • Snapshot – the market leading recovery solution for Salesforce Marketing Cloud which enables the automated backup of content, automations and configuration items. 
  • ApreCart Abandoned Cart – integrates any online shopping cart abandonment process to the Salesforce Marketing Cloud.
  • Mobius – a robust and simple platform that enables customer data acquisition via SMS, QR Code or NFC at point of sale.

Deloitte will continue to offer these platforms and develop more in response to customer demand.

Cinder is the latest in a series of recent technology and marketing-related transactions, alliances and lateral hires that Deloitte has completed in recent years, including taking on teams from:

  • Kid Neon (virtual reality, 3D and spatial modelling, particularly in retail design)
  • The Explainers (storytelling and explaining complex ideas)
  • SixTree (integrating legacy and emerging technology platforms)
  • Cloud Solutions Group (changing the way cloud infrastructure advisory services are delivered)
  • MashUp (spatial design and blending the physical and digital customer experience)
  • Dataweave (Oracle implementation services, identity management and cloud solution delivery).

Terms of the Cinder transaction are confidential.

Media Contact

Ben Findlay

Corporate Affairs & Communications
M: +61 404 157 121
T:  +61 2 9322 7247


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