Datorama- Harnessing The Benefits Of Marketing Data
- December 5, 2022
- 20 minutes
You all know the importance of making data-driven and informed decisions and evaluating the ROI. Well, the concept is straightforward. On the other hand, the execution is also easy. However, there is one common challenge that most marketers face, and that is a need for more valuable data. It is a fact that modern marketers need both old and updated data to know their customers and from where they are coming, along with what are the factors that generate leads.
Marketers use different tools to run social media, mobile, search engine campaigns, and more. Besides, they also need to use a good CRM tool to manage lead information. Furthermore, obtaining data through spreadsheets, tools, multiple reports, and more is required to determine which data is valuable. This can take a lot of time and may lead to siloed data. How about bringing all the information to one place? This will help a lot in making a data-driven decision. You need a professional Marketing Cloud Intelligence solution like Datorama.
The Salesforce Marketing Cloud Datorama tool allows marketers like you to connect, analyze and come up with an informed decision by combining data from all sources in one easy-to-use marketing dashboard. As a result, your business will witness better growth, speed, and ROI.
This is custom Datorama- A Must-Have Marketing Data Tool for Marketers and Business
Datorama, also called Marketing Cloud Intelligence, is an effective and advanced analytics tool that can be used by businesses or marketers to onboard, visualize, and integrate different types of marketing performance data. Even though Datorama is a SaaS, it is a flexible platform, and one can make their own. The Datorama implementation is straightforward.
You can use it as a standalone tool for ETL, visualization, simple data modelling, and data storage, or you can also use it by integrating with leading data management platforms such as Looker, Azure Databricks, and more. Power by AI offers multiple solutions and assists the marketing team in easily integrating their data, media, channels, and KPIs in a single dashboard.
Apart from this, Datorama also facilitates data analysis, the creation of reports, visualization, and more. Even though it is widely used for data, the primary objective of this tool is to facilitate performance marketing. It is a simple platform, yet it is powerful and operated by experienced business analysts and data scientists.
Manual Methods Used by Marketers for Data
Marketing is a crucial practice that can significantly influence the success of every business. Regarding supporting marketing practices, information or data are used to decide. But most marketers have seen to get stuck with manual efforts. Chances are, they have already had this a try with one of the following methods:
1. BI- Business Intelligence
Businesses have spent a lot of money having IT resources develop data integration to get the same PILE of data they had but not extra insight. And they should pray that platforms like Facebook keep the data model the same, as they know how stressful it is to update the data integrations.
2. Microsoft Excel Sheets
Every month, a business’s team of Excel experts maximize their efforts to obtain data from a massive collection of pivot tables and spreadsheets, along with hours of manual data manipulation. You may be aware of the feeling of trying to attain your mid-month reporting deadline just to find that the required data is already too far behind to make an informed decision on time.
3. Web Analytics
Web analytics may help you if you are running an eCommerce business. However, if sales data spreads through a massive network of distributors, this may not help you much. You may have spent time and money to create a robust system to evaluate the theoretical return on your marketing efforts. But more is needed to identify the method influencing a customer’s buying decision.
So, is there any solution to this? Can automate the process of data collection from different channels? The answer is yes, and all you need to do is use the Datorama marketing cloud to get this done. Keep reading to learn how it helps marketers and learn the Datorama implementation ways.
How Does Datorama or Marketing Cloud Intelligence Work?
Every business depends on customer and marketing data from different communication platforms and social media channels. The collected data is vital to crafting effective marketing strategies and successful sales campaigns. But data inflow and insights must be streamlined appropriately and controlled. And you can’t do that with manual methods. Professional marketing intelligence platforms such as Marketing Cloud Intelligence Datorama are crucial to businesses and marketers.
After the success of the Datorama implementation, the platform will begin collecting data from multiple channels and present the data in an organized manner to simplify your further marketing research. Besides, Datorama can also carry out fundamental analysis and offer insights related to the data collected.
For beginners, this platform has a set of easy-to-use and proper data connectors along with a data retrieval mechanism for easily exporting and ingesting crucial data from different data management platforms, like SQL, AWS, Vertica, SAP Hana, and Oracle service. Event-level and detailed data can also be ingested.
It also offers multiple Datorama implementation services to the users. It will help you stay on track with all expenses and monitor current trends and campaign results. As you collect crucial data, it will be easier for you to devise an impactful strategy, and you can successfully execute then to attain the desired objectives.
Furthermore, Datorama can also link your campaign parameters and results with KPIs to develop a compound report on various continuing marketing activities. With many benefits, this platform is more valuable than the Salesforce Marketing Cloud Implementation services.
Impressive Benefits of Datorama
Well, no such thing can offer you 100 percent accurate data collection. But Datorama is a tool that can be trusted for this. Here are some benefits that make Marketing Cloud Intelligence or Datorama a top-rated marketing intelligence solution to harness the power of marketing data.
1. Connects and Unify Marketing Data from Different Sources
There is no such data that this tool can’t process. It can easily handle every single source, from cloud integrations to APIs and manual data entry to spreadsheets. It is one of the most potent tools for aggregating and harmonizing data from different sources. This tool integrates a holistic approach to modern marketing intelligence. It brings you a centralized solution to connect and analyze your data.
2. Convert Raw Data into Useful Insights with AI Features
Messy and complex data? Not a big issue for anyone. Datorama provides users with the added power of AI-Artificial Intelligence to quickly analyze the data. While linking all the available data sources, the tool can also unify them. There is no need to spend your precious time combining multiple spreadsheets and reports only to find one to two valuable insights. Spend your time improving your business performance.
3. Greatly Focused on Marketing
The community of Datorama has some globally-known platforms, brands, agencies, and publishers. It has achieved expertise by teaming up with top marketers around the globe to redefine marketing possibilities and help marketers make informed decisions.
4. Can Automate Different Tasks
Are you tired of pulling reports and analyzing CSV files? You don’t have to worry about this, as Marketing Cloud Intelligence has an easy method to easily automate the ingestion of many sources you can find. This can truly change your marketing team’s performance.
Are you feeling frustrated with going through reports for months? It’s time to harness the power of the Datorama Action Center. You must set your performance thresholds and goals, and Datorama will carry out the rest. Using this, you can adjust your digital media buys or send notifications to the media partners, etc.
5. Accurately Measure Your ROI
No need to use assumptions-based models or consider your click-through rates for optimization decisions. You can easily connect your ad performance data with sales and revenue data to develop ROI-driven conclusions. You can now do this in real-time.
6. It's Time to Visualize Your Story
You all know every marketer understands the fundamental importance of storytelling. How about adding this feature to your marketing performance data? The Datorama marketing cloud platform allows users to create a storytelling dashboard that brings crucial data to life with creative imagery, rich visuals, and insights. What’s more? You can share that with your team, management, and partners.
Also Read: A Step To A Greener Future With ObenEV
Different Ways to Ingest Marketing Cloud Data
1. Datorama Marketplace
Users can utilize the Datorama Marketplace to boost the workspace’s functionality with custom apps developed on this platform. This is an excellent way to create a small end-to-end use case for a business’s messaging data from Marketing Cloud to the Datorama marketing cloud. While using this, markets can easily access interactive analytics using the “Salesforce Marketing Cloud Email app.” It will significantly help measure and benchmark marketing cloud messaging data, and you can visualize it in Datorama.
2. Marketing Cloud API Connector
This platform has access to a vast and expanding library of useful marketing APIs, big data environments, cloud storage platforms, and popular databases. Datorama APIs cover almost all advertising and marketing technology ecosystems, including display, web analytics, email, social, video, search programmatic, and CRM.
3. Lite Connect
You can easily simplify the ingestion and analysis of your single data file through Lite Connect. All you need to do is drag the files into the platform utilizing Lite Connect and let the tool visualize the files instantly. Lite Connect can work without using any upfront data model. Per the experts, it is perfect for ad hoc analysis and non-marketing data sources, such as geographic, weather data, and sales.
4. Total Connect
Total Connect is specifically designed for marketers to automate cleansing, data model mapping, ingestion, and collection of multiple reporting sources. This is not possible manually. Besides, with time, Marketing Cloud Intelligence is getting more advanced, gaining insights from thousands of data sources connected with the platform.
5. Data Lake
You can use the Data Lake feature of Datorama to effectively and efficiently process high-volume, granular marketing data and then use the data in the tool. With a few simple clicks, you can extract multiple Send Logs available in Marketing Cloud and then ingest them into Data Lake for various purposes, like reporting on Subscriber-level KPIs, Send Time Attribute, and more.
Some Impressive Features of Datorama
The platform supports more than 100 functions; covering them will be tedious. However, here are some essential features that you can consider.
1. Data Capture
Datorama’s data modeling, data capture, data integration, and semantic layer combine deep in-the-box marketing expertise, easy extensibility, and AI machine learning to create a perfect balance between customization and automation. It collects data in different ways, such as custom connectors, APIs and Total Connect. It may be noted that the platform has more than 300 API connectors.
2. Data Model
Within Datorama, you will find the Data Model, which carries all the information. It is generally pre-designed marketing relationships and data fields. As you absorb the data into this, the tool will place the data in the right place. Data Models can help you a lot in data understanding and reporting.
You can also add formulas to your Data Mapping. On the other hand, combining multiple sources to craft custom metrics and harmonize the data in Calculated Dimensions and Calculated Metrics is possible. One can also use different methods, like Data Fusion, VLOOKUP Functions, and Filtered Metrics.
3. Datorama Reports
The Datorama Reports module was first launched in 2021, allowing an engaging display of marketing data. It has become a new Marketing Cloud reporting tool. Datorama Reports offers an intuitive analysis of customer and email data. It can provide data with patterns, trends and comparisons to add to a custom marketing report. It also helps in creating personalized email campaigns. Datorama Reports functionality can also complement Pivot Tables, Dashboards and Cloud PRO edition.
4. Well-Designed Dashboards
Datorama has a well-designed visualization section that allows users to create one-click, powerful dashboards, shareable reports, and custom visualization. What’s more? It also allows you to configure AI-driven insights to optimize campaign and channel performance in real time. In the case of email, it has five types of pre-configured dashboards.
5. Pivot Tables
Pivot Tables in Datorama are generally used to visualize data from various perspectives. They are utilized to sort, group or filter extensive data based on the desired dimensions and metrics. Moreover, they can create personalized reports to summarise your data without making queries.
Other Useful Features of Datorama
1. Data Canvas
Data Canvas allows users to make highly interactive dashboards. One can choose the source of datasets and charts they want to use and create a dashboard within a few minutes. One can also customize dashboards using backgrounds, a logo and more.
It allows marketers to customize the dashboards and reports based on a particular brand identity and company. They can also use custom widgets, corporate colours, and more to give a consistent image of the brand.
3. Smart Lens
It helps in the configuration of KPIs as well as the modelling of primary channel data. Using this, you can keep track of fundamental patterns and trends that play a significant role in business decision-making.
4. Einstein Marketing Insights
Marketers and businesses can go one step further using this feature. Einstein Marketing Insights analyses data to find out which KPIs are performing well. It also indicates the required strategic adjustments and lets you quickly optimize and improve marketing processes. It also allows analysis customization with various deep developer tools, like Python, R and more.
Every marketer knows that personalization has become a crucial factor in marketing. It is only possible to sell your products to people by understanding their preferences and knowing that you need data. This is where the Datorama marketing cloud tool comes to play. Marketing Cloud Intelligence has made it easier to centralize, manage and visualize all marketing data. Users who have used Datorama reported an impressive improvement in various performance metrics:
- 25 percent of total marketing budgets being re-invested in marketing
- Around 90 percent reduction in Cost Per Lead
- More than 80 percent reduction in total spent with manual data collection and validation.
With Datorama Implementation, you don’t have to worry about endless spreadsheets, manual dashboards, and Excel sheets. It works based on a customer-centric and data-driven culture. Let your team spend more time analyzing marketing data instead of collecting reports.
GetOnCRM is a Salesforce Silver Consulting Partner with expertise in marketing cloud. The Salesforce Marketing Cloud Datorama platform is a marketing intelligence platform that works for multiple types of businesses. With our expert salesforce developers, we can help you integrate the salesforce marketing cloud at every phase of the implementation of your sales.