SAN FRANCISCO, Sept. 27, 2017 /PRNewswire/ -- Salesforce
[NYSE: CRM], the global leader in CRM, today announced Salesforce
Data Studio, a data sharing platform designed to connect data
owners with buyers and create new marketing opportunities for
audience discovery, sharing and activation. Part of the Salesforce
Marketing Cloud, Salesforce Data Studio enables marketers to expand
targeted reach with valuable audiences, provides publishers a
secure way to monetize their audience data assets and empowers any
data owner to directly provide their data to buyers.
Acquiring new customers is the lifeblood of marketing. While
legacy data exchanges and marketplaces have provided a way to
acquire new audiences, they lack trust and transparency while
adding too much cost and complexity to data provisioning and
activation. They were designed by and favor the middlemen, the data
brokers and resellers. For marketers, this means they rarely gain
assurances regarding the fair price and origin of the data they
acquire. Meanwhile, publishers are less willing to share their best
data and can't realize the full value of any data without the right
tools to provision it to marketers. Both sides worry about losing
too much value to the brokers and resellers who manage the majority
of data exchange transactions today.
Announcing Salesforce Data Studio
Salesforce Data
Studio overcomes the inadequacies of legacy data exchanges and
marketplaces. With Salesforce Data Studio, the data is fully
controlled by data owners, not brokers or resellers, so buyers and
sellers can transact with confidence in a transparent and secure
environment. Software-enabled data governance tools allow for a
highly granular way to control access to data: what attributes are
shared, to whom, for what use case and for how
long.
Salesforce Data Studio delivers:
- Deeper Customer Insights with New Audience Discovery and
Search: Marketers, agencies and publishers can now better
understand existing audiences and discover new ones to drive more
revenue. New Audience Discovery and Search combines insightful
reach, overlap and indexing tools into one easy-to-use,
consolidated experience, providing instant insights into available
data and how it relates to a brand's owned data.
- More Reach for Marketers: With limited first-party data
and commoditized third-party data, marketers need access to quality
second-party data to discover new audiences, enrich consumer
profiles and reach new potential customers. For example, Conagra,
owner of brands such as Hunt's Tomatoes, leverages Salesforce Data
Studio to find health-minded home cooks on popular recipe sites.
Marketers who have embraced Salesforce Data Studio include some of
the world's largest brands, including Anheuser-Busch, Conagra,
Essence, Heineken, Infectious Media, Keurig and Super Digital.
- More Revenue for Publishers: Now publishers can tightly
control who can access data, set rules for usage and control
pricing. For example, Tronc (formerly Tribune Media) has found new
revenue streams through making its high quality data available to a
wide array of large advertisers. Publishers who are using
Salesforce Data Studio to safely share data with trusted partners
and advertisers include Bazaarvoice, Digital Trends, Fanserv,
Gatehouse Media, H Code Media, Kayak, Leaf Group, Penske Media
Corporation, Publishers Clearing House, Ranker, Salary.com,
Univision, The Enthusiast Network and Townsquare Media.
Comments on the News
- "Data is giving rise to a new economy," said Jon Suarez-Davis, Chief Strategy Officer,
Salesforce Marketing Cloud. "Salesforce Data Studio extends
Salesforce Marketing Cloud's leadership in data management,
providing a trusted and transparent platform for premium data so
publishers can drive new revenue streams and marketers can secure
higher return on ad spend."
- "Salesforce Data Studio is our first choice for data
monetization," said Scott Messer,
vice president of content channels at Leaf Group, the publisher of
sites including eHow, Techwalla, and Livestrong, among others.
"Salesforce Data Studio does not take a principal position in our
data, and enables us to deal directly with the demand side, while
having highly granular control over our data and how we share it to
trusted partners."
- "When we started using second-party data, it was quickly clear
that the quality and results were more accurate in some areas to
that of the third-party data," said Christy
Kazlo, Director of Marketing Technology at Conagra Brands.
"There's a place for both in our business, and Salesforce Data
Studio is fundamentally changing the way we think about our overall
data mix."
- "Data has always been the currency of marketing, yet, much of
today's data was designed for yesterday's marketer. It's often
optimized for scale, not precision, and its sources are
inscrutable," said Scott Denne,
Analyst, 451 Research. "Salesforce Data Studio enables marketers to
tap into data that aligns with their own unique needs by pairing
them directly with publishers and other data owners."
Salesforce Marketing Cloud: The World's #1 Digital Marketing
Solution
Salesforce Marketing Cloud allows marketers to
deliver connected, intelligent, personalized and real-time consumer
engagement across all channels and at global scale. With Marketing
Cloud Einstein, marketers can tap into the power of artificial
intelligence in order to discover and predict the optimal timing,
channel, content and audience for any marketing message. Leading
brands such as Dunkin' Donuts and Nestle Waters turn to Marketing
Cloud to improve consumer engagement and move their business
forward. On average, companies that have deployed Marketing Cloud
see a 27 percent increase in campaign effectiveness and 26 percent
increase in marketing ROI. (Source: Salesforce Customer Success
Metrics Survey conducted from 2015- 2017 on 7,000 customers
randomly selected.)
Pricing and Availability
- Salesforce Data Studio is generally available today, and sold
in the following editions: Marketer Edition, for existing
Salesforce DMP customers; Publisher Edition, for existing
Salesforce DMP customers; Stand-Alone Edition, for existing
Salesforce customers who do not license Salesforce DMP; and Seller
Edition, for any data owner that wants to participate in the
Salesforce Data Studio exchange.
- New Salesforce Data Studio Audience Discovery and Search will
be generally available in November
2017.
Additional Information
- To learn more about Salesforce Data Studio please visit:
https://www.salesforce.com/products/marketing-cloud/data-sharing/
- Download our whitepaper, "A Guide to Second Party Data," at
https://sfdc.co/cjuEbY
- Become a marketing trailblazer on Trailhead, the fun way to
learn Salesforce: https://trailhead.salesforce.com/
Salesforce Data Studio with Salesforce
- Like Salesforce and Marketing on Facebook
http://facebook.com/salesforce and
http://www.facebook.com/marketingcloud
- Follow @salesforce and @marketingcloud on Twitter
About Salesforce
Salesforce, the global CRM
leader, empowers companies to connect with their customers in a
whole new way. For more information about Salesforce (NYSE: CRM),
visit: www.salesforce.com.
Any unreleased services or features referenced in this or other
press releases or public statements are not currently available and
may not be delivered on time or at all. Customers who purchase
Salesforce applications should make their purchase decisions based
upon features that are currently available. Salesforce has
headquarters in San Francisco,
with offices in Europe and
Asia, and trades on the New York
Stock Exchange under the ticker symbol "CRM." For more information
please visit http://www.salesforce.com, or call
1-800-NO-SOFTWARE.
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