Datorama is the marketing intelligence engine for Salesforce Marketing Cloud and Pardot. It allows data-driven organizations to bring disparate marketing performance data together, unify it through advanced data harmonization techniques, and create rich visuals for better decision making. In this session we’ll explore an overview of the Datorama platform, its feature set, and how Pardot users can glean deeper insights from campaign data through cross-channel integration and analysis. From conceptual to practical, this will be a hands-on review of how you can supercharge your Pardot efforts with Datorama!
Marketers Face 3 Fundamental Issues
- Lack of a unified view of their marketing investment.
You may have seen the LUMAscape at some point or another, a big, expansive document visualizing the martech and adtech technologies that have exploded in recent years. Now there are multiple vertical-specific LUMAscapes, because that universe continues to accelerate. Communication engagement channels and technologies to manage those channels are exploding and continue to do so. The challenge has become that there’s no one individual within a marketing organization that can possibly be tasked with overseeing everything. The other challenge is the lack of real-time performance insights to optimize ROI and results.
- Lack of real-time performance insights to optimize ROI and results.
Datorama’s research data indicates that a lot of organizations spend a majority of time on data – corralling data, manipulating data, preparing it for presentation and dissemination within other groups. It takes so long to manage the data that improvement results have been diminished. - Alignment and data governance – who needs access to what information when?
The more we become globalized as a civilization, and the continued explosion of channels and technologies, the harder it will be to not only wrap your arms around that information, but then distribute it to the right folks at the right time.
Your North Star of Actionable Data
Back to that lack of a unified view … the need for that one singular destination where you can be privy to all manner of marketing performance data and then make fundamental business and marketing optimization decisions based on that one comprehensive data set. Enter Datorama.
Datorama’s Value Proposition
Once the foundational legwork has been done (creating data standards for each disparate channel), you can begin to flip this paradigm, so to speak, and spend a majority of your time on analysis and optimization instead of a majority of your time in data integration, cleansing and prepping, etc. in order to then make a decision. Oftentimes, it’s comparatively a rushed decision, based on all that information.
Datorama is like three products in one.
- Data Warehouse
Connect to multiple data sources (116 API libraries), ingest the data into Datorama, then it gets stored in a local data warehouse. - ETL Workhorse
Datorama has basically solved for all manners of marketing data, building default data models to account for email, paid search, organic search, website analytics, social, programmatic display, etc. Instead of toggling between Pardot, Google Ads and Google Analytics and figuring out how to stitch the information together on your own, you can do it in the Datorama platform with extract, transform and load (ETL). - Central Location to Unify and Visualize
Under the same hood, you can mix, match and blend your data, prioritize subsets, and more prior to visualizing it. This allows you to answer fundamental business questions that are not so channel-centric.
Watch the session video for a view into the power and potential of the Datorama platform and a ‘show and tell’ tour.
