Marketing Podcast Logo

The following is a transcription of the Tailwind Flash Briefing published March 2nd, 2020. Subscribe to our podcast through your favorite listening apps like Apple Podcasts or Spotify!

Or listen directly here:

Tailwind Digital Minute Flash Briefing for March 2nd, 2020

Good morning listeners today is Monday, March 3rd and you’re listening to your weekly Tailwind Digital Minute. We’ve got a few really great stories to share with you all today, but first, I’d like to introduce myself and my co host for this week. I’m Tailwind’s search specialist, Dave Ericson, and joining me this week is one of our incredible -.

Hello everyone! Like David said, we have a few very interesting stories we want to share with you ranging from changes in how Facebook interacts with mobile app advertisers to a new acquisition by Salesforce that is worth a considerable amount of capital. Now, we know that morning’s are always a little busy, so in true, Tailwind fashion, let’s jump right into our first story of the week.

Facebook’s Limiting Mobile App Advertisers Data Usage

News about Facebook updating their terms of service last week - quietly to avoid bringing attention to changes in what data is still fair game for advertisers.

Yeah, so it appears that, through their new terms of service statement for the Advanced Mobile App Measurement program, Facebook has begun barring mobile app advertisers from using device-level data for anything outside of just measuring campaign performance on, to quote them, an “aggregate and anonymous basis.”

Now apparently this change was carried out and effective on January 22nd of this year. It’s not necessarily a surprise considering the many times we’ve reported before on the privacy concerns users share for Facebook and the pressure the American government is applying to them.

For context, device-level data had typically been available to advertisers through the program in the form of raw data-

-which we should add included device-level IDs but no personally identifiable information like Names or locations-

Which they used for granular ad targeting and measurement.

Now, Advertisers will still be able to use that measurement data anonymously to gauge their overall performance but just not those specific IDs that allowed for very granular advertising.

A contributor for Marketing Land, Taylor Peterson, wrote: “Facebook has proven time and again that its data and ad reporting is flawed, which is why measurement partners are key for enterprise advertisers looking for an independent assessment. With the updated terms, even measurement partners will be barred from sharing device-level data with stakeholders – which includes advertisers.”

We’ll just need to continue to monitor these minor changes to data accessibility to see how this affects advertisers later down the road. Moving on to our second story of the week now –

For more information:

https://marketingland.com/facebook-blocks-mobile-app-advertisers-from-using-device-level-data-276555

https://www.facebook.com/ads/manage/advanced_mobile_measurement/app_based_tos

Salesforce Set to Acquire Vlocity for $1.3 Billion

Salesforce held their quarterly earnings results call last Tuesday where they announced not only a large jump in Q4 revenues but an acquisition to immediately follow the results being given.

In said earnings call, Salesforce reported Q4 revenues of over $4.85 billion throughout the 2020 fiscal year, which ended on January 31st. This marks a 35% YoY increase in terms of revenue that led into a major bomb being dropped towards the end of the call.

That bomb, ___ is referring to would be the $1.3 billion dollar acquisition of CRM software provider, and competitor, Vlocity. Vlocity previously profited from building software on top of Salesforce that was specialized to fit industry verticals such as insurance, media, entertainment and communications.

While the actual agreement to acquire was entered on February 25th, the actual closing of it  more than likely won’t be seen until the end of the 2020 2nd quarter… meaning that there is still some time for users to get excited about the capabilities coming up and investors to watch that stock price.

The acquisition has brought Salesforce’s total revenue goal up to $21 billion throughout Fiscal Year 2021 with more in depth information being posted to their own news section of the site. We’ll provide a link to our transcription of the story today so you can look into that if you’re interested.

For more information:

https://marketingland.com/salesforce-buys-vlocity-for-1-3-billion-276607

https://investor.salesforce.com/press-releases/press-release-details/2020/Salesforce-Announces-Record-Fourth-Quarter-and-Full-Year-Fiscal-2020-Results/default.aspx

Yelp Improves Restaurant Wait-lists Over Google

To close out the brief with a little fun insight from Search Engine Land: Yelp and Google are locked in a food-related feature duel with Yelp coming out on top recently.

Over the last couple of years Google Maps and Google My Business has been encroaching on Yelp’s core business values and functions: local search and reviews. Yelp has been trying to 44fight back by implementing a multitude of new features and is now one step ahead of Google.

This week’s update is a new capability titled Yelp Waitlist which is built to allow diners to join a restaurant’s queue before physically arriving.

Yelp’s also rolling out notify me features to Android and Web which allows restaurants to alert users to join the waitlist and updates them on how it progresses.

Really this is simply going to benefit a lot of the business owners looking to grow their presence and strengthens Yelp as a whole to better promote and encourage working through their offerings and not Google’s.

For more information:

https://searchengineland.com/in-feature-battle-with-google-yelp-improves-restaurant-waitlist-functionality-329885

https://blog.yelp.com/2020/02/yelp-waitlist-now-supports-large-parties-and-seating-preferences

 

Well, that about covers all our topics for this week’s flash briefing. To learn more about some of the topics we spoke about today, head on over to FindYourTailwind.com/blog where a transcription with links to further resources will be posted following this briefing’s launch. Until next week, I’m Harrison Sharp

And I’m David Ericson

And thanks for listening. 

comments powered by Disqus