Step Up Your Marketing Game with Datorama

Tuesday, April 14, 2020
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Datorama is a popular software solution that brings all your marketing indicators in one place. With it, marketing teams can better track your sales performance, conversion funnel, as well as customer awareness and engagement.

In a data-driven world, the best way to generate sales is to rely on your demographic’s interaction with your brand and/or products and create a customer experience tailor-made for each segment. The problem is that there are so many advertising channels nowadays that it’s become a full-time job just to keep track of them, let alone carefully analyse what each is telling you.

If you were looking for a platform that can incorporate your key performance indicators (KPIs) and guide your future optimizations, Datorama can definitely be it. Read on to find out more about what Datorama does and how it can help you increase your return on investment (ROI).

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What Is Datorama?

Multinational companies like IBM, ViacomCBS, Neo@Ogilvy, and Ticketmaster, among others, use Datorama to make informed marketing decisions. But who is Datorama? A US-based company, Datorama started quite small, back in 2012, with three modest rounds of funding. In total, they managed to raise just over $50 million. To many, this might not seem particularly impressive.

What is impressive, however, is the value that a small group of roughly 80 people managed to create in just half a decade, all the while keeping a low media profile.

The company focused on developing its Software-as-a-Service (SaaS) solution, which is based on a simple idea: it doesn’t matter that you have over 70 marketing graphs tracking your performance; if you can’t read them properly, you’re burning money.

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In 2018, Datorama was sold to Salesforce for an estimated $850 million. Turns out that holistic marketing data integration is a crucial piece of technology that few companies have managed to develop to this level.

As one of the biggest names in customer-relationship management (CRM), Salesforce is definitely the place you want to go to for marketing-related enterprise applications.

What Does Datorama Do Exactly?

The main aspect of Datorama’s product is marketing intelligence. Even on the entry-level platform, you get access to a comprehensive dashboard where marketing data is automatically visualised for you and your team.

All you have to do is add your channel credentials and the platform will automatically connect to and organize any data source. Once it’s done, Datorama will bring up your realtime KPIs in the forms of goals and trends, but also use them to provide insights into what your next move should be.

It’s a crisp overview that ranges from overall costs, sales and revenue, to specific channels alongside their conversion rate, search engine growth, and more. When they say it’s an ecosystem, they mean it.

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In terms of marketing, the dashboard enables you to easily create custom widgets and apps to suit your needs. The best part about it is that every day brings new developments, integrations, and optimizations.

If you’re not sure whether you can handle it on your own, current clients report overwhelmingly positive interactions with the support staff, so you can rest assured that there will be someone to help you out on the other end.

The Datorama Magic

Insights are where Datorama really earns its salt. The platform’s AI offers insights that can help you make data-driven decisions which are statistically bound to increase your ROI. Essentially, you’ll be able to grow your customer base in less time and accelerate your agency’s or brand’s growth considerably.

How? By analysing your customer’s behaviours and obtaining actionable input to work with. All of the raw data that comes from your customers is processed by Datorama’s algorithms (which, by the way, eliminates the need to bring in data experts on your end) and then transformed into predictive scoring.

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With it, you can see the size of the audience that engages with you, as well as detailed aspects about what they are likely/not likely to do. Some segments prefer reading emails, while others would rather get their information from a video. You even get an audience health metric that tells you the likelihood of your customers to make a purchase in the next two weeks.

If used properly, the tool can function as a core part of your business strategy. You can bring in dozens of analytic sources together in an instant, merge them, and get an overview of what’s going on. You don’t have to use advanced programming or database configurations and, more importantly, you don’t have to pay entire departments for it.

Imagine what you can do with all of this. For enthusiast business innovators, Datorama is like Iron Man’s armour. You put it on and you get things done.

Is Datorama Worth It?

On the entry-level plan, you’d be paying $3,000 per month, so it’s not exactly a service that small businesses can just jump into. Having said this, the growth potential that Datorama gives you is remarkable. With it, you instantly find out whether you need to invest more in Google Ads, grow your social media pages, expand into new channels, and more.

You can also expect a fairly steep learning curve. The more traditional you are in the way you market and engage with your audience, the more time it takes to get accustomed to the Datorama way. However, if you can afford it, Datorama is probably the best investment you’ll make this year. All you have to do is use it.