What Is Datorama Salesforce Marketing Cloud (Complete Guide)

Modern marketers use many technologies to reach and convert customers, including email campaigns, digital advertising, mobile marketing, social media, and CRM in marketing strategies strategies.

Each stores essential data for analysis, and if these sources are siloed, marketers spend too much time integrating them to get a holistic view of their campaigns. 

Marketing Cloud Datorama saves time and effort, allowing more focus on creative tasks.

Datorama is a platform to store and visualize marketing data from various sources. 

It allows you to track marketing spend, campaign results, and trends, pull data from different sources, tie campaign metrics to KPIs, and visualize results with branded dashboards. 

Each stakeholder can then be in line with the data to make informed decisions

How Does The Salesforce Marketing Cloud Work?

The Salesforce 360 ecosystem is Salesforce’s cloud computing suite with several tools, such as the Sales Cloud, Commerce Cloud, Service Cloud, and Marketing Cloud. 

The Marketing Cloud is designed to help businesses manage customer interactions and marketing campaigns using native features, AI tools, and other features, including:

• Unified customer profiles 
• Content creation 
• Audience segmentation 
• Campaign management 
• Customer journey management

Marketing Cloud incorporates integrated solutions for optimizing customer journeys, email marketing, mobile marketing, marketing cloud engagement, and marketing data analytics.

These connected solutions empower marketers to drive customer loyalty with high-quality marketing campaigns, optimize investment, and increase ROI. 

With Marketing Cloud, organizations can use the combined power of CRM, data, and AI to unify customer data, automate marketing campaigns across various channels, and deliver real-time personalization to boost ROI. 

Salesforce Marketing Cloud integrates with Salesforce CRM, providing businesses with a unified view of their customers across all marketing, sales, and service interactions. A marketing cloud consultant can help organizations maximize the platform’s potential, ensuring seamless implementation and strategy execution.

Datorama Use Cases

To better understand how Datorama works, here are real-world examples of the tool being used:

Unifying Data Sources 

Every business wants and needs all essential data stored, organized, and available to teams whenever required. 

Companies can use Datorama to automate marketing, technical, and ad data mapping to consolidate data in one place and link correctly. 

There are several data integration methods to pick from, including:

API Connect

Accessing Datorama’s library of marketing APIs, which covers crucial marketing and advertising data sources such as social media, email, Google Analytics, and CRM, makes it easy to integrate data.

TotalConnect

Supplement API Connector data, such as custom data extracted from Salesforce Marketing Cloud without an API, transforms and cleanses this supplementary data, rendering it suitable for reporting and visualization purposes within the Datorama platform.

LiteConnect

Users can effortlessly incorporate essential details into their reports, enhancing their insights’ depth and richness. 

Data Visualization

After organizing and storing your data, the next step is to analyze it and visualize it in dashboards and reports. 

Datorama’s native data visualization tool, InstaBrand, helps create branded reports and dashboard designs for dashboards and reports. 

You can add company colors, logs, and personalized widgets to complement Datorama’s advanced data visualization capabilities. 

Datorama helps marketing teams convert complex data from various sources into visually appealing and easy-to-understand dashboards. 

Data Sharing 

Datorama users can easily export data from the platform to any local or third-party database, as well as data visualization and analytics tools. 

Strong data-sharing features make it easier for marketing teams to consolidate data from different sources and organize it for use later. 

AI-Driven Insights 

Marketing teams can automatically use Salesforce Einstein Marketing Insights to highlight tweaks to change course.

Additionally, analytics can be customized with developer tools, including R and Python support, to improve them visually. 

Datorama Benefits and Limitations

Salesforce products are renowned for their exceptional functionality and modularity. 

Salesforce helps companies improve business processes, build strong systems, and become learner organizations. 

As a business owner, it is essential to know the benefits and limitations of using Datorama Salesforce Marketing:

Benefits

The main benefits that make Datorama a viable options for marketing teams include the following:

• Connects, analyzes, and enables action on all marketing spend data.
• Functions as an all-in-one, time-saving marketing platform.
• Automates much of the work with AI technology after setup.
• Reveals which marketing sources deserve more or less investment through integrated data.
• Provides automated integration and data preparation from various sources (CRM, marketing automation, social media).
• Offers an easy-to-use interface for building custom dashboards and reports.
• Simplifies the discovery of trends and patterns through visual data representation.
• Incorporates AI/ML alongside human insights.
• Excels at specialized use cases like marketing analytics and campaign performance tracking.
• Features robust data connectors and ease of data retrieval.
• Provides cost-effective solutions for medium to large enterprises.

Limitations 

• Requires careful architecture planning before implementation or hire a consultant for careful implementation. 
• Needs a dedicated team for development and maintenance or outsourcing.
• Some may not prefer it over alternatives like Tableau.
• Datorama may not be necessary for small organizations or those with simple data needs.

Salesforce Marketing Cloud Platform Features 

The Salesforce Marketing Cloud is often a company’s first choice from the Salesforce toolset, and for a good reason: it helps marketing teams attract more attention and revenue. 

The Salesforce Marketing Cloud toolkit includes:

Journey Builder

The Journey Builders specialize in process automation to build customer journeys on mobile, email, ads, and websites, sometimes even on the Internet of Things, for an improved user experience. 

Salesforce Journey Builder helps improve sales, marketing, and services by creating automation journeys that guide customers through different touchpoints, such as mobile messages, social media ads, and emails. 

Users can set up geofences to localize their search net and target contacts within a designated boundary when entering or leaving an event or location.

Interaction Studio, combined with Journey Builder, identifies how your audience engages with you and on which topics, categories, products, or services. 

A Journey Builder-Interaction studio collaboration ensures contacts receive messages via their preferred channels.

Audience Builder

The Audience Builder tools bring a single view of customer data from different sources, targeting various audiences and customer segments along the customer journey.

Using the audience builder helps the marketing team transition from managing user data to building meaningful customer relationships. 

Personalization Builder

Marketing teams can use the Salesforce Einstein AI tools for predictive analytics and power personalization, pairing customer profiles with machine learning.

The marketing cloud personalization builder helps teams market their products and services to the right people at the right time. 

Content Builder

The Salesforce Content Builder helps with content and asset management. 

It sorts everything in one place and retrieves it with advanced search and tagging capabilities. 

Users can securely share and approve content for use across the company. 

Teams using the Marketing Cloud Interactive Email Forms feature within the Email Builder means you can include forms within an email that a recipient can submit without leaving their inbox.

Analytics Builder 

This feature tracks and measures the performance of campaigns and journeys. 

It uncovers new insights about customers through reporting and predictive analytics. 

Real-time reporting on campaign performance enables you to optimize campaigns and make data-driven decisions.

Marketing Cloud Connect

The Marketing Cloud Connect syncs customer data across marketing, sales, and service interactions. 

It can trigger journeys and messages as customers interact with any department across your company to deliver one seamless experience.

Email Studio

It personalizes email messages with data from Sales Cloud, Service Cloud, and other source. 

You can send promotional, transactional, and triggered messages, leveraging segmentation, automation, and predictive capabilities and using reporting tools to understand performance.

Mobile Studio

The Mobile Studio helps teams reach customers with SMS, MMS, push messaging, and group messaging based on events, location, and proximity.

Social Studio

Listen, publish, engage, and analyze conversations on social media to understand customers, brands, and competitors and connect social to all areas of your business.

Social media is the biggest marketing tool for modern business, and every company must use the Salesforce Social Studio and its many features to capitalize on the billions of monthly social media users. 

Ad Studio

Activate customer data to power digital advertising and manage ad campaigns, enhance new customer acquisition with lookalikes, re-engage inactive customers, and optimize advertising along the customer journey. 

Using Datorama and Marketing Cloud Intelligence Together 

Combining Datorama and Marketing Cloud Intelligence gives marketing professionals the tools to consolidate and analyze marketing data to extract insights. 

Datorama was acquired by Salesforce and rebranded as Marketing Cloud intelligence, allowing marketing teams to unify their data from different sources for effective storage and generate consumer insights for business use. 

The Key Features of a Datorama-Marketing Cloud Integration include:

Data Unification

Marketing Cloud Intelligence can ingest data from over 170 connectors, including all significant advertising, CRM, and database platforms. 

This capability ensures that all marketing performance data is aggregated into one view, facilitating a more straightforward analysis.

The platform’s universal connector allows for integrating data from sources that may lack API connections, making it versatile for various business environments.

Advanced Analytics

The integration with Tableau enhances the visualization of marketing data. 

Users can create dashboards that provide real-time insights into campaign performance and customer behavior, allowing for more informed decision-making.

AI-powered features like Einstein Insights automatically generate recommendations based on historical performance data, helping marketers refine their strategies dynamically.

Customizable Dashboards

Marketing Cloud Intelligence enables users to build tailored dashboards that reflect specific business needs. 

These dashboards can display aggregate and detailed performance metrics, catering to different organizational roles—from executives to analysts.

Actionable Insights

The platform transforms raw data into meaningful insights that drive marketing actions. 

Normalizing data into a consistent format helps marketers identify trends, optimize ROI, and effectively understand cross-channel behavior.

Collaboration and Sharing

With features like native Slack integration, teams can share insights and updates in real time across departments, ensuring everyone has access to the necessary information when needed.

Final Thoughts 

Datorama, now part of Salesforce Marketing Cloud, revolutionizes how marketers manage and analyze their data. 

Centralizing diverse marketing information into a single platform empowers teams to derive actionable insights quickly and efficiently. 

This integration enhances decision-making and optimizes campaign performance across various channels, ensuring that marketing efforts are data-driven and impactful.

As businesses navigate an increasingly complex digital landscape, leveraging Datorama becomes essential for achieving marketing excellence. 

Its robust features, including real-time analytics and customizable dashboards, equip marketers with the tools to stay ahead of the competition. 

Embracing Datorama enables organizations to transform their data into a strategic asset, driving growth and enhancing customer engagement.

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