Salesforce rolls out data sharing platform on Marketing Cloud
Summary
Buyers, typically brands seeking more information about their customer base, "want peer-to-peer relationships with data owners to acquire data thats trustworthy and high fidelity that they can use for things like activation and to grow their insights," Raji Beni, VP of product marketing for Salesforce Marketing Cloud, told ZDNet. The platform, Beni said, "provides the ability for data owners to provision data with controls and terms they are comfortable with to ensure its used in a way that doesnt create concerns for them and also creates opportunities for markets." Because the data governance controls are software enabled, theres no contract needed. Some of the brands using Data Studio, Salesforce said, include large businesses like Anheuser-Busch, Conagra, Essence, Heineken and Keurig. Meanwhile, data owners using it include Bazaarvoice, Gatehouse Media, Kayak, Leaf Group, Penske Media Corporation, Publishers Clearing House, Ranker, Salary.com, and Univision.