CRM major Salesforce announced Salesforce Data Studio, a data sharing platform to connect data owners with buyers and create new marketing opportunities for audience discovery, sharing and activation.
Salesforce Data Studio, a part of the Salesforce Marketing Cloud, delivers customer insights with new audience discovery and search; more reach for marketers; and more revenue for publishers.
“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,” said Jon Suarez-Davis, chief strategy officer, Salesforce Marketing Cloud.
The Salesforce Marketing Cloud solution enables top marketers to expand reach with audiences, provides publishers opportunities to monetize their data assets and empowers any data owner to directly provide their data to buyers.
Conagra, owner of brands such as Hunt’s Tomatoes, leverages Salesforce Data Studio to find health-minded home cooks on recipe sites. Marketers who used Salesforce Data Studio include Anheuser-Busch, Conagra, Essence, Heineken, Infectious Media, Keurig and Super Digital.
“When we started using second-party data, it was 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.
Tronc (formerly Tribune Media) has found new revenue streams through making its data available to large advertisers. Publishers who are using Salesforce Data Studio to share data with 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.
“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.
Brands such as Dunkin’ Donuts and Nestle Waters use Salesforce Marketing Cloud, the world’s #1 digital marketing solution, to improve consumer engagement.
Companies that have deployed Salesforce Marketing Cloud achieved 27 percent rise in campaign effectiveness and 26 percent increase in marketing ROI, according to Salesforce Customer Success Metrics Survey conducted from 2015- 2017 on 7,000 customers.
