Datorama Renamed as - Marketing cloud intelligence

With marketing intelligence tools, marketing teams can ingest and unify all of their marketing
performance data — including business data, such as revenue and spend — to analyze and optimize
the business outcomes of their marketing activity.

Marketing intelligence tools can help you solve the unique data challenges of marketing. The ability to
ingest 100% of marketing data and turn that data into actionable insights helps marketing teams save
significant time, make more informed decisions, and ultimately improve and prove the value of their
activity.

Acquired by Salesforce in 2018, Datorama is the legacy product name for Marketing Cloud
Intelligence. They are the same product.

Unified view of all marketing data

1) Market Intelligence tool used to reporting, visualization and analytics specialized on marketing data

2) Out of the box integration with leading digital market channels

3) AI driven aggregation and reporting using industry standard KPIs

4) Unification and harmonization of data

Total connection data connector

automatic mapping for marketing data

Patterns under harmonization

Actions and Action Rules

Lite connect - non market to quickly visualize data with auto smart dashboard

Marketplace:

smartlenses https://help.salesforce.com/s/articleView?id=sf.dato_visualize_smart.htm&type=5

SmartLenses in Marketing Cloud Intelligence

SmartLenses are predefined dashboard pages that are created for you after a supported data source is
created for the first time. After the data source is processed and data is retrieved, a notification appears
with a link to the SmartLenses dashboard page. All SmartLenses dashboard pages are hosted under one
designated SmartLenses collection.

marketing class data

Ref: https://www.ksolves.com/blog/salesforce/datorama-vs-tableau-choosing-the-right-business-
intelligence-tool-for-your-business

1) Cloud-based BI platform that provides businesses with insights into their data across various
marketing channels

data across various channels and campaings

2) Connectors for all digital marketing data platforms like - Facebook Ads, Salesforce Marketing cloud,
Granular Data Center, Google Analytics, Google ads and Instagram ads

also connects to business data

170 connectors for intaking data from every major advertising, commerce, CRM, and database vendor.

Gicing complete picture of marketing performance in single place and provide solution for holistic
reporting , measurement and optimization.

3) Key KPIs, Spend, Reach, Engagement, Conversion rate and sales

4) Einstein marketing insights

Once connection established to marketing platform, einstein ai can connect and automatically
transform that data to match unique marketing model

Harmonization center for easy reports

Track campaign goals and business trends

Compare and contrast performance of all channels and campaigns in one view

drill down for deeper insights

Sharing - Slack, Email, Embed and download

had tableau connector (Push to tableau)

Universal Connector for Any Data Source

Connect any data stream in minutes. With our unique universal connector, powered by AI, you can bring
data from any source together — from files, folders, or systems (new or old) that lack an API connection.
With machine learning, you can automatically identify, prepare, and map the new data into your
marketing data model, continually updating on your schedule

Automated Marketing Data Model

Marketing data is everywhere, but it’s rarely consistent. Marketers need to normalize data into a unified
data model to uncover impactful insights. However, this is often the slowest manual, error-prone step of
the process. With an out-of-the-box marketing data model, you can organize your data into a clear and
consistent taxonomy. Prepare and enrich your data with naming convention patterns, data classification,
and automated maintenance alerts, so you can make decisions with understandable and trusted data.

Einstein Marketing Insights

Reporting and dashboards tell the big picture story. But what about actionable insights? With Einstein,
you can select a KPI you want to improve and create an always-on pipeline of AI insights. You can
answer big-picture questions like how to reduce spend by lowering your CPM or go deeper to see what
creative had the largest outlier effects in a recent campaign. Einstein looks at all your data, ranking
insights on what’s driving the most engagement.

Media Planning and Pacing Optimization

Create media plans, ingest media buys, and achieve greater ROI with a suite of paid media tools. AI uses
historic performance data to suggest improvements to media plans, or even run scenario simulations, so
you can better allocate your budget and predict performance. It also calculates pacing and tracks
performance as a campaign is in-flight, so you can adjust as it’s running, instead of waiting for weeks
after.

AppExchange Apps, Widgets, and Connectors

Discover apps, connectors, and widgets — made by experts, and ready to deploy day one. Apps package
data ingestion, visualization, and automation for specific marketing use cases — like attribution, media
mix modeling, and incrementality — making it easy to kickstart your performance optimization. Choose
from a library of AppExchange-approved, partner-made apps, or enhance existing dashboards with
installable widgets and connectors.

Data Analytics Built for Marketers

Create data-driven views of your aggregate and detailed performance to display the right level of detail
for every role — from executive to analyst. Choose from a library of prebuilt widgets, create your own
custom widgets, and automatically create on-brand dashboards with InstaBrand.

Database and Tableau Exporting

Extend the power of your unified marketing data with simple exporting. Visualize and explore your data
in Tableau with a “clicks not code” native integration. Or you can push data to Snowflake, PostgreSQL,
and Google BigQuery for incorporation into your enterprise data lake or warehouse.

Insights in Slack and Beyond

Make sure everyone has the data they need, when they need it. Share real-time marketing insights
across teams and departments with a native Slack integration. Schedule one-off or regular updates,
embed dashboards, or download widgets for use — anywhere.

Marketing Cloud Engagement Grow efficiently by aligning marketing and sales on the #1 CRM with
marketing automation and account-based marketing.

Tableau Help see and understand data to make better decisions with analytics powered by CRM + AI +
Data + Trust

Pricing:

Starter

Begin your marketing intelligence journey and unify, visualize, and activate your marketing data

$3000 10 users 3M rows

Growth

Grow your marketing intelligence platform across all campaigns, channels, and platforms.

$10000 20 users 20M data

Plus

Complete marketing intelligence across regions, brands, and business units

80 users, 100M data

Price available on call

This connector provides a smooth and easy way to connect to Salesforce Marketing Cloud. Through this
connector, customers can leverage APIs provided by Salesforce to extract data from their Marketing
Cloud instance for analysis in Tableau.

Harmonize Your Data

Marketing Cloud Intelligence offers multiple tools for harmonizing your data. Because you can upload
data from various sources, you need a way to merge the data and provide a complete view of your
marketing activity. In most cases, no single data source holds all relevant data on a marketing event or
campaign. The data is shared by the multiple platforms that digital marketers use to do things like
promoting the campaign on multiple channels. To analyze the full picture, harmonize data from all
sources into one. If data isn’t harmonized, you must analyze each source individually—making it a
challenge to gain insights quickly and efficiently.

The Marketing Cloud Intelligence data model is marketing oriented and facilitates natural harmonization
of marketing data from multiple sources. Another option is to use data harmonization tools, like the
harmonization center, parent-child, calculated dimensions, and measurements.

Here’s a video: Getting the Most out of the Harmonization Center:

Media Transparency Center

The Marketing Cloud Intelligence Media Transparency Center allows you to ingest, unify, and analyze
Media Plan and Delivery data to pace, track costs, and effectively optimize your media budgets and
campaigns.

For example, if you have a budget for an insertion order (IO), you can compare it to the generated media
cost and calculate how much of the budget has been spent and at what rate. If you are at 50% of the
allocated time frame and 60% of your budget is already spent on the campaign, you can see an over-
delivery and adjust as needed.
Note

NOTE The Media Transparency Center is a premium feature available upon purchase

The Marketing Cloud Intelligence Media Transparency Center allows you to ingest, unify, and analyze
Media Plan and Delivery data to pace, track costs, and effectively optimize your media budgets and
campaigns.

For example, if you have a budget for an insertion order (IO), you can compare it to the generated media
cost and calculate how much of the budget has been spent and at what rate. If you are at 50% of the
allocated time frame and 60% of your budget is already spent on the campaign, you can see an over-
delivery and adjust as needed.

Salesforce Media Transparency Center is a feature designed to provide marketers with comprehensive
visibility into their media investments. It aims to offer transparency, accountability, and control over
how media budgets are spent across various channels and platforms. This feature is part of Salesforce’s
broader effort to enhance its Marketing Cloud capabilities by ensuring that marketers can optimize their
media spending and achieve better returns on their investments.

Key Features and Benefits of Salesforce Media Transparency Center

1. Comprehensive Media Data Integration:

• Data Aggregation: Integrates data from various media sources, including digital,
television, radio, print, and more, into a unified platform.

• Holistic View: Provides a single source of truth for all media-related data, making it
easier to analyze and compare media performance across different channels.

2. Transparency and Accountability:

• Spend Tracking: Enables detailed tracking of media spend to understand where and how
budgets are being allocated.

• Performance Metrics: Offers insights into key performance metrics such as impressions,
clicks, conversions, and return on ad spend (ROAS).

3. Real-Time Insights:

• Live Data: Provides real-time access to media performance data, allowing marketers to
make informed decisions quickly.
 • Adaptive Strategies: Facilitates the adjustment of media strategies on the fly based on
real-time performance data.

4. Fraud Detection and Prevention:

• Ad Fraud Monitoring: Includes tools to detect and prevent ad fraud, ensuring that
marketing budgets are spent effectively.

• Viewability Metrics: Measures ad viewability to ensure that ads are seen by real users,
improving the effectiveness of media investments.

5. Supplier Performance Evaluation:

• Vendor Analysis: Offers detailed reports on the performance of different media

suppliers and vendors.

• Contract Compliance: Ensures that media suppliers are meeting their contractual
obligations, providing accountability and transparency in vendor relationships.

6. Budget Optimization:

• Spend Efficiency: Helps identify areas where media spend can be optimized for better
efficiency and effectiveness.

• Campaign Adjustments: Supports the reallocation of budgets to high-performing

channels and campaigns to maximize ROI.

7. Advanced Reporting and Analytics:

• Custom Dashboards: Provides customizable dashboards and reports to visualize media

performance data.

• Data-Driven Decisions: Leverages advanced analytics to uncover insights and trends,

guiding data-driven decision-making.

8. Cross-Channel Measurement:

• Unified Metrics: Standardizes metrics across different media channels, allowing for
consistent measurement and comparison.

• Attribution Models: Supports various attribution models to accurately measure the

impact of different media channels on overall marketing performance.

Summary

Salesforce Media Transparency Center is designed to give marketers enhanced visibility and control over
their media investments. By integrating and analyzing data from multiple sources, providing real-time
insights, and ensuring accountability, it helps marketers optimize their media spend and improve the
effectiveness of their campaigns. This feature is particularly valuable in a complex media landscape
where transparency and performance measurement are crucial for achieving marketing success.