For now, the apps are free to use and have no paid or premium features. For the 80 or so shared customers between Datorama and Xandr, the AppNexus marketplace app costs nothing to use.
Wilder hopes Datorama marketplace will help marketers trim expensive or agencies or measurement services.
GlaxoSmithKline piloted the Datorama app marketplace. The British pharmaceutical giant wants to transfer more campaign measurement data and control to internal marketers, who operate media channels like search, email or programmatic, said its digital analytics manager Phil Jackson.
He said brand managers who aren’t pros on data tech products like Tableau or Excel can digest data more easily in an app dashboard “without having to use other outside services.”
Jackson, formerly a Havas agency exec, said one priority since joining GSK last year is to develop internal tools and expertise so that third-party services handled by agencies or measurement firms can be more efficiently taken in-house.
Marketers are also inundated with busy-work that can be automated on a daily or weekly basis, he said. For instance, the CEO or CFO might want weekly reports on certain marketing figures and expenditures, which have to be assembled on request. A Datorama app could be set up to do that without the time and hassle of a marketer parsing out specifics required for each chief.
“That simplification of the time and process shows a real appreciation for what data-driven marketers are actually dealing with and looking for from their tech stack,” he said.
Salesforce isn’t ready to discuss potential revenue lines from the app marketplace, Wilder said. For now, the focus is on saving time and resources for brands.