MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
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Hours
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View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
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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!
This session, led by a Datorama expert from Solistic, provides an overview of the Datorama (Marketing Cloud Intelligence) platform and demonstrates how it can be used to unify Pardot data with information from other marketing and advertising channels, enabling deeper, cross-channel performance analysis.
The Core Problem: Modern marketers lack a unified view of their marketing investment across channels and spend too much time on data integration, cleansing, and prep instead of analysis and optimization.
Datorama’s Value Proposition: Datorama allows marketers to flip this paradigm and spend a majority of their time on analysis and optimization by centralizing and unifying data from disparate sources.
Three-Products-in-One: Datorama functions as a Data Warehouse, an ETL (Extract, Transform, Load) tool with pre-built marketing data models, and a visualization/dashboard platform.
Pardot Integration: Pardot data (email performance, campaign engagement) can be seamlessly integrated with site analytics, paid media, and Sales Cloud data for closed-loop attribution.
Modern digital marketers face three fundamental issues that marketing intelligence aims to solve:
Lack of a Unified View: The explosive growth of channels and technologies (the “MarTech Loomascape”) makes it difficult to get a single, comprehensive view of marketing performance.
Lack of Real-Time Insights: Too much time is spent collecting and cleaning data, delaying the time needed to act on insights and optimize ROI.
Data Governance and Alignment: Difficulty in distributing the right information to the right stakeholders (internal teams, agencies, partners) at the right time.
Datorama’s power comes from its ability to ingest and harmonize data from virtually any marketing source.
API Connectors: Datorama offers pre-built API connectors to over 116 marketing vendors, including Pardot, Google Ads, Google Analytics, and various social media platforms.
Total Connect: For highly bespoke or unsupported data sources, the Total Connect feature allows users to configure custom ingestion and mapping, enabling future updates via API, email, or SFTP.
The core benefit of Datorama is its ETL capability, specifically the Transform function, which unifies data before visualization.
Default Data Models: Datorama has built-in data models that understand the nuances of various data types (email, search, social, programmatic display).
Harmonization Center: This tool allows power users to blend and clean data by creating data classifications (glorified lookup files) and data fusion rules. This allows for:
Cleaning Taxonomy: Renaming disparate values from different sources (e.g., changing various “source/medium” values into a clean campaign name).
Joining Dimensions: Treating dimensional values that are named differently across distinct data buckets (e.g., equating an “Email Send Name” from a Pardot dataset with a “Campaign Tag” from a Google Analytics dataset).
Datorama transforms basic Pardot metrics by layering on website behavior and media spend.
Merging email performance metrics with site analytics provides a critical view of downstream impact.
Unified View: Flattens data to show email KPIs (sends, deliveries, clicks, CTR) alongside site KPIs (Visits/Sessions, Bounce Rate, Page Views, Conversions, Time On-Site) on a single line item, unique to that email campaign.
Deepened Insight: Allows marketers to understand the downstream impact of a lead nurture email or subscriber newsletter once the user clicks through to the company website.
The next level of analysis introduces paid media data (e.g., programmatic display) to measure complimentary efforts.
Integrated Surround Sound: Reveals how email programs (like a lead nurture campaign) are complemented by other channels (like a programmatic ad buy providing “retargeting surround sound”).
Channel Performance: Allows users to compare email campaign performance, programmatic media spend, impressions, video views, and cost per view all within one dashboard.
Datorama excels at integrating Sales Cloud data for closed-loop attribution.
SOQL Integration: By using SOQL (Salesforce Object Query Language), Datorama can query and pull data from Sales Cloud objects (Opportunities, Accounts, Contacts) into the unified dataset.
Full Funnel Analysis: This enables closed-loop analysis, following a user from an originating marketing touchpoint (like an ad impression or email open) all the way down the funnel to an Opportunity Closed event, attributing revenue to the initial marketing investment.
