🔊 Salesforce buys Tableau for data visualization | Google acquires Looker for Cloud analytics

Plus, Facebook’s new ad policies for candidate endorsements, social issues, elections and politics. Jun 11, 2019 Good morning marketers,are you using data visualization in your reporting? On Monday,[Salesforce announced the acquisition of Tableau](, a data visualization company that helps users see and better understand customer data. The investment adds to Salesforce’s efforts to establish itself as more than a CRM, arming marketers with technology and tools that can be used to provide a full-funnel view of customers. But Salesforce’s move is only the latest acquisition in a recent wave of martech announcements. Just last Friday,[Google announced plans to acquire analytics startup Looker](, which will bring Looker’s business intelligence to the Google Cloud. Once the integration occurs, marketers will be able to use and interpret data in new ways, which could mean less risk-taking and more confident strategic planning. For what it’s worth, digital marketers have always played in hard mode. It’s a landscape wrought with the challenge of integrating data across various platforms so that marketers can pinpoint meaningful insights or course-correct where needed. But recent technical strides and big-business acquisitions present a question: is this a sign that martech, as we know it, is maturing? And if so, what’s next? Keep reading for a Pro Tip on how engaging with your community can result in brand loyalty, and news on the latest policy changes Facebook has made to political ads. Taylor Peterson, Deputy Editor Pro Tip Here’s why communities drive loyalty “Direct brands don’t stop with eye-catching products and messaging when building communities of invested consumers. They supplement their social media presence with content that keeps audiences engaged in conversation before and after purchase,” explains Peter Minnium of Ipsos US. “By reaching beyond a purely transactional relationship with consumers, direct brands create opportunities for organic mentions, tapping into the awesome power of user-generated content to promote their products.” [Read More »]( Webinar TODAY: 4 Steps to Operationalize Modern Marketing Work Sponsored by [Workfront]( Last chance to register! Figuring out the right balance between work to be done, when it should be prioritized and which limited resources to use, can be one of marketing’s biggest challenges. Join our experts as they discuss proven methods and strategies to help your team manage digital work processes with greater speed and efficiency. [Read More »]( Facebook Shorts Small tweak to ad policies for news publishers on Facebook Facebook has made a small change to its political ad policies for [news publishers]( running ads or boosting content that involve candidate endorsements or opinion-related content around social issues, elections or politics. These ads must now include a “Paid for by” label and news publishers running ads using opinion content must be authorized to do so. “This change helps to ensure the Ad Library includes all content that aims to influence people’s views through ads about social issues, elections or politics,” writes Facebook in the announcement. This is a slight change to Facebook’s earlier decision in [March]( that news publishers did not have to be authorized to run ads that involved social issues or political content — or use labels identify the ads. The update applies to global news publishers and does not impact ads or boosted content that includes news-focused stories — only opinion-related content. As part of the update, Facebook is also changing the name of its political ads policy from “Ads Related to Politics or Issues of National Importance” to “Ads About Social Issues, Elections or Politics,” and has rolled out political ad authorization and transparency tools in Canada. What we're reading We've curated our picks from across the web so you can retire your feed reader [Machine learning is like having a billion extra interns, not one Einstein, to make effective ads]( – Think with Google [‘Dramatically different now than a year ago’: Programmatic buying for digital billboards is growing]( – Digiday [Content Is Service, Service Is Content]( – CMS Wire [What Works In Linear And Other Video Platforms May Not Work In Connected TV]( – AdExchanger [FedEx to cut ties with Amazon]( – Retail Dive [AI deepfakes are now as simple as typing whatever you want your subject to say]( – The Verge [How the race to the Moon–with an assist from pop culture–changed the meaning of the word ‘technology’]( – Fast Company [How did WeWork’s Adam Neumann turn office space with “community” into a $47 billion company?]( – New York Magazine Join Us Marketing technology management — MarTech — is the fabric of the future If you're looking for a conference that will prep you to navigate concrete pain points in marketing operations and technology, and organizational challenges you face daily — [MarTech®]( is the place to be. 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