Salesforce Data Studio

Data Studio Overview

Salesforce Data Studio is Salesforce’s premier solution for audience discovery, data acquisition, and data provisioning, offering access to the world’s largest premium data ecosystem. It provides:

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Rich Audience Creation for Marketers: Discover high-quality audiences at scale.
Increased Revenue for Data Owners: Monetize your data with transparency and control.
Data Control and Protection: Safeguard your data and provision it securely to trusted partners with robust data governance.

Data Studio is a self-service platform that connects data owners and buyers directly, fostering new opportunities for audience discovery, sharing, and activation. Leading brands like Anheuser-Busch, Conagra, Essence, and Heineken leverage Salesforce Data Studio to enhance the value of their data and drive revenue.

Announcing Salesforce Data Studio

Salesforce Data Studio addresses the shortcomings of traditional data exchanges and marketplaces. Unlike legacy platforms that rely on intermediaries, Data Studio allows data owners to maintain control and transparency. The platform ensures secure transactions with comprehensive data governance tools, enabling precise control over data access, usage, and duration.

Key Features of Salesforce Data Studio:

Enhanced Customer Insights: Utilize new Audience Discovery and Search tools to gain deeper insights into existing and potential audiences. This feature combines reach, overlap, and indexing tools into a unified experience for better understanding and engagement.
Expanded Reach for Marketers: Access quality second-party data to discover and connect with new audiences. For instance, Conagra uses Salesforce Data Studio to identify health-conscious consumers on popular recipe sites. Major brands, including Anheuser-Busch and Heineken, use Data Studio to enhance their marketing strategies.
Increased Revenue for Publishers: Publishers can manage data access, set usage rules, and control pricing. For example, Tronc (formerly Tribune Media) has created new revenue streams by offering its data to large advertisers. Notable publishers using Salesforce Data Studio include Bazaarvoice, Kayak, and Univision.

Industry Reactions

Jon Suarez-Davis, Chief Strategy Officer at Salesforce Marketing Cloud, commented: “Data is driving a new economy. Salesforce Data Studio enhances Salesforce Marketing Cloud’s leadership in data management by providing a trusted platform for premium data, enabling publishers to create new revenue streams and marketers to achieve higher returns on ad spend.”
Scott Messer, VP of Content Channels at Leaf Group, stated: “Salesforce Data Studio is our preferred choice for data monetization. It allows us to deal directly with demand while maintaining granular control over our data.”
Christy Kazlo, Director of Marketing Technology at Conagra Brands, added: “Salesforce Data Studio has transformed our approach to data, showing that second-party data can be more accurate and valuable compared to third-party data.”
Scott Denne, Analyst at 451 Research, noted: “Salesforce Data Studio connects marketers with data that meets their specific needs, moving beyond the limitations of legacy data systems.”

Salesforce Marketing Cloud: The Leader in Digital Marketing

Salesforce Marketing Cloud enables marketers to deliver connected, personalized, and real-time consumer engagement across all channels globally. With Marketing Cloud Einstein, marketers can harness artificial intelligence to optimize timing, channel, content, and audience for their marketing messages. Brands like Dunkin’ Donuts and Nestle Waters rely on Marketing Cloud to enhance engagement and advance their business goals. On average, companies using Marketing Cloud see a 27% increase in campaign effectiveness and a 26% boost in marketing ROI.

Pricing and Availability

Salesforce Data Studio is available now in several editions:

Marketer Edition: For existing Salesforce DMP customers.
Publisher Edition: For existing Salesforce DMP customers.
Stand-Alone Edition: For Salesforce customers not using Salesforce DMP.
Seller Edition: For data owners wishing to participate in the Data Studio exchange.

The new Audience Discovery and Search feature will be available starting November 2017.