Salesforce has announced the launch of a data sharing platform with partners Southern Cross Austereo (SCA) and Mamamia 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 monetise their audience data assets, and empowers any data owner to directly provide their data to buyers.
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.
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.
Jo Gaines, managing director for the Asia-Pacific region at Salesforce for Advertising; said: “Salesforce Data Studio enables marketers to monetise their premium data assets while accessing the largest source of second-party data to supplement existing datasets.
“With Data Studio, you can unearth deep insights about existing and potential targets with advanced audience discovery tools.
“Data Studio allows data owners to protect and provision their premium digital assets at scale to trusted partners while aligning with data governance requirements.
“This enables data trades in a control environment with complete control to manage partnerships individually to maximise revenue yield.”
SCA’s head of data and analytics, Kevin Morrell, said: “Data Studio is a new and exciting distribution channel for Southern Cross Austereo.
“It broadens the opportunities to monetise our unique and powerful audience insights that are sourced from the 95 per cent of Australians we connect to each week via our regional free-to-air TV networks, national radio networks, online, mobile, and unique one-off events.
“Our clients are already benefiting from SCA’s ability to reach and understand Australia’s music, sport, entertainment and lifestyle audiences. Now, by enabling connection to their own targeting and insights, we can work with them to drive even better marketing results.”
Mamamia’s marketing and research director, Tegan Gilchrist, said: “Data Studio empowers marketers to easily activate ‘Mamamia Mavens’ – our data-driven audience segments – and reach influential decision-makers.
“The Data Studio platform allows Mamamia to create and offer marketers access to bespoke audiences that provide richer, more effective and efficient targets to drive compelling ROI.”
