Datorama, the marketing intelligence tool your team needs

[muskanislam25]

During the World Tour in Sydney in April, Salesforce announced that it would be changing the name of several of its Marketing Cloud solutions, effective with the Summer 22 launch. The change is part of the MC Easy (Marketing Cloud Easy) initiative, which aims to make the wide range of Marketing Cloud solutions consistent and easy to understand for everyone. The rebranding highlights Salesforce's growing interest in positioning itself as the number 1 CRM not only for Sales, but for Marketing as well.

Among the new names we find Marketing Cloud Intelligence, formerly Datorama, an excellent marketing intelligence platform that we will be discovering throughout this article.

What is Datorama?
Datorama, now Marketing Cloud Intelligence, is an AI-powered platform that brings together multiple solutions that allow marketing teams to integrate all their data, KPIs, channels and platforms into a single source of information. It also facilitates data visualization, analysis and reporting, thus optimizing work in this area.

It is generally geared towards the work of the usa whatsapp lead marketing team, as its support is flexible and customizable, allowing integration with other data platforms. Datorama is a simple platform to use; but at the same time powerful and friendly for the most experienced data scientists and business analysts.

What to expect from Datorama?
Datorama makes the marketing team's job easier by reducing manual data handling and saving time. This way, the team can focus on making more data-based decisions, as well as on lead generation and customer loyalty strategies. To do this, the platform has many features. Briefly, we can mention:

Visualize the growth and results of each investment, activity and objective of your marketing campaigns.
Centralize data, creating a single source for marketing.
Provide more complete, faster and more accurate information from the data.
Interrelate revenue through automated reporting.
Empower a data-centric approach and align company teams and strategies to optimize campaign ROI.
In addition, it has two additional advantages. The first allows the capture, unification and processing of data in real time, offering an accurate picture of what is happening at the moment. The second, as we previously explained, the platform is simple and user-friendly, not requiring the use of codes for its management.

Main features of Datorama
It would be difficult to list all 100 features of the platform, but here we detail some of the most important ones.

Data capture

Datorama has four ways to capture data:

API: The easiest way is to integrate from their own library of native APIs. These group together the most important data sources for marketing: social media, email, Google Analytics, etc. There are over 300 API connectors available!
Total Connect: allows you to integrate any type of data in any format, in real time. Data can be captured as a flat file.
Custom Connectors: Datorama provides a variety of developer-specific tools. This makes it possible to create custom API connections.
Datorama Data Lake: Allows the ingestion and incorporation of thousands of rows of structured or unstructured data, at a highly specific level. It can include keyword levels, geographic location, clickstream, events, logs, activities and number of visitors, etc.
Data model

The data model stores all the information. It is pre-built with relationships and data fields useful for marketing. As the data capture process is taking place, this model places the information in the right place. This makes it a very effective tool for data understanding and reporting. It also allows for the integration of multiple sources leading to deeper analysis: creation of custom metrics and dimensions; filtered metrics; data fusion; etc.

Reports on Datorama

First introduced in the January 2021 release, this feature offers a more engaging way to display marketing data. It establishes itself as the new reporting tool for Marketing Cloud. Its benefits are several, including:

Provides more intuitive analysis of email and customer data and integrates it into dashboards.
Provides comparisons, trends, and data patterns that are organized into a customized report.
Returns data in pivot tables and results with scheduled reports.
Promote personalized email campaigns at different levels.
In turn, this functionality can be complemented with two others, both from the PRO edition of Marketing Cloud, Dashboards and Pivot Tables.

Reports in Datorama
Datorama Reports. Source:Trailhead.
Dashboards

A wonderful visualization section that allows you to create, with just one click, powerful dashboards with graphics that group together different KPIs essential for marketing. Or, you can use the preconfigured dashboards of the standard version and just indicate the campaigns and the period for which you want to view data. In the case of email, there are 5 types of preconfigured dashboards and 4 types for the push channel.