What is Dataroma?

Hi @Halina JArry,

Thank you for reaching out to the community.

Overview:

Salesforce’s Marketing Cloud Intelligence (FKA Datorama) is an analytics tool used to integrate, and visualize marketing performance data of all types. It is easy enough for the analytically driven Marketer to use, but familiar enough for seasoned Analysts looking to connect data to traditional BI tools, like Tableau. 

Flexible SaaS with Customization:

Although it is SaaS, Datorama is surprisingly flexible. It can be used as a stand-alone unit supporting data storage, data modeling, ETL and visualization or used in conjunction with potentially competitive platforms like Azure Databricks or Looker. It serves a number of common data use cases, but its primary focus is Performance Marketing.

Marketing Cloud Intelligence is often confused as a traditional Business Intelligence, Analytics or Data Visualization platform, but is more accurately defined by data management. If you are considering a future purchase of the platform, start with Getting to Know Marketing Cloud Intelligence for the uninitiated or browse our video walkthrough of the MCI platform. 

What Is Datorama called now?

Marketing Cloud Intelligence is now the name of the Datorama platform. The name change was suggested in early 2022, but re-branding efforts have only recently taken hold. Only the packaging is different, but the features and capabilities remain the same for now… 

A Platform Created for the Agency? Well, Maybe.

Its roots are from the ad technology space, in fact, the largest media holding companies in the U.S. use it to support automated, client and agency side reporting. A typical use case for agencies is to use a premium feature called, Media Cost Center where media plan data is connected to delivered impressions. However, Marketing Cloud Intelligence works well for retailers, publishers, gaming, pharma, automotive, and device makers, too. 

Data Onboarding and Connectivity that Works:

The platform with the strange name was pronounced, “day-tah-rah-mah”. What does it do? For starters, it has a solid set of robust and reliable data connectors as well as easy-to-use retrieval mechanisms for exporting and ingesting data from popular, and often competitive data management platforms such as SAP Hana, AWS, Oracle, Vertica, and SQL server. 

Six Critical Marketing Data Use Cases Datorama Solves:

What makes Marketing Cloud Intelligence useful for organizations working across Martech is its flexible support for rapidly onboarding existing and emerging data platforms including, ad servers, demand side platforms, SSPs, site analytics, and points-of-sale systems.

Datorama is a channel and partner agnostic platform that can help marketing organizations in 6 specific ways:

• Build a single source of all data, at enterprise scale — augmented with Data Lake and CDP
• Natively integrate with other Salesforce Cloud platforms such as Marketing, Service, Sales and Pardot using available API connectors
• Connect and harmonize (structured and unstructured) data across third-party data platforms
• Draw insights from data and action it through alerts and customizable publishing tools
• Take advantage of powerful data integration capabilities and tackle persistent areas such as pacing, goal setting, marrying 1st to 3rd party data platforms, and end of month billing challenges through Salesforce and Total Connect.
• Produce informative dashboards through Data Canvas which supports the integration of javascript libraries such as D3, High Charts, Chart.js, and other popular frameworks. You can produce basic dashboards in the platform, as well as award-winning Datorama Dashboard examples with highly polished user interfaces.

What is Datorama Reports in Marketing Cloud?

Salesforce Marketing Cloud offers an efficient method for creating, viewing, and sharing campaign level, email campaign performance and Journey Builder insights at no additional cost to corporate and enterprise level clients. A solid solution for Marketers seeking quick access to delivery, engagement, and journey metrics within the Marketing Cloud UI, as well as within a helpful pivot table for additional analysis. There’s a similar solution called Reports Advanced, which is a premium upgrade for Marketing Cloud offering more features, functionality, and analytics. However, the Advanced upgrade comes with an additional cost. See your Salesforce AE for details. 

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Thanks & Regards

Nagarjuna