Salesforce’s Jo Gaines: everything you need to know about Datorama’s latest updates
Salesforce has announced major updates to its Marketing Cloud and Datorama platforms, allowing marketers to consolidate and visualise all of their data sources on a single dashboard.
Since its US$800 million (AU$1.1 billion) acquisition of AI-powered marketing analytics platform Datorama in July of last year, Salesforce has been working to further familiarise the offering within its existing suite of marketing softwares.
The update comes in three parts, an enhancement of Datorama Marketing Cloud connectors; the introduction of the Datorama Developer Portal, allowing brands to personalise the platform’s integration tools; and a new Activation Center, triggering alerts and allowing for automated, real-time responses campaigns based on measures of data, goals and KPIs.
The new connectors will allow marketers to visualise how all of their Salesforce-powered social media, mobile and email marketing campaigns are performing alongside other channels.
According to Chief Martech, there are now more than 7000 marketing technology solutions available on the market. AVP, data and audiences for Salesforce APAC Jo Gaines tells Marketing the update is the “Holy Grail” for marketers’ analytics, “We’re really pleased to announce Marketing Cloud connectors.
“Many customers work with many different systems and sources of data, and they often tell us that they have no visibility across their paid media, analytics or web ecosystems all in one place.
“In fact, there’s been a number of studies done, and most customers deal with over 70 different data sources when they’re making a decision on how to market and speak with their customers.”
Gaines says marketers will be able to see all the consolidated data in real time, addressing a serious pain point for marketers used to waiting months to get manual reporting. “This allows them to see it all alongside all their other marketing metrics and make decisions from what they are seeing on the Datorama platform,” Gaines continues, “and do it in a way that’s relevant, based on goals and KPIs that they can set themselves in the platform.”
The second portion of the update, the Datorama Developer Portal, allows brands’ developers to build custom integrations and solutions for unique marketing needs such as new connectors or creative visualisation widgets.
“This is yet another one of those integrations in Marketing Cloud, where with a single click they can actually easily import data from Marketing Cloud into their Datorama dashboard,” says Gaines.
“As a customer, your developers can actually go into the Developer Portal themselves and decide what they want from a vast suite of integration tools. It’s very user friendly, super easy to switch on and off.”
Finally, Salesforce is announcing the Activations Center within the Datorama platform. Within the Datorama console marketers will now be able to set up notifications triggered based on custom parameters. Gaines explains, “Customers were relying on someone in their team or someone at the agency to pick up or notice when a campaign is not delivering or when a certain target hasn’t been met.
“These triggers allow them to react and respond in real time. It gives them the real-time information and access to change the course of a campaign.”
With Activation Center, Salesforce marketers will be able to compare campaign performance across different marketing and advertising channels, and pause underperforming ones based on cost, engagement or conversion metrics either manually or with automated ‘if/then’ conditions.
According to Gaines, the majority of marketers tell her that less than 30% of their data is actually useful due to a lack of connection, “It’s out of context, it’s not connected, there’s overlap – it’s a real pain for them.
“Datorama is really solving that problem in making sure that they’re able to use and connect all of their data sources, not just 30% or less.”
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Image credit: Jonathan Weiss