What is Datorama? Let’s drop the marketing hyperbole and simply review some of its capabilities.
Datorama is a data platform used to onboard and visualize marketing data. It is easy enough for non-analysts to use, but powerful and familiar enough to aid Business Analysts and Data Scientists, alike.
Datorama is a platform that you can make your own and it can be comfortably used as a stand-alone unit or in conjunction with seemingly competitive data management platforms.
Although it is often confused as a Business Intelligence or Data Visualization tool, Datorama is more accurately defined by its exceptional data management capabilities and remarkable visual communication capabilities.
Datorama’s roots come from the ad technology space, in fact, many of the largest media companies in the U.S. maintain a relationship with Datorama to support client and agency reporting needs.
Datorama has an impressive set of robust and reliable data connectors as well as easy-to-use retrieval mechanisms for extracting data from popular data management platforms such as SAP Hana, AWS, Oracle, Vertica, and SQL server.
What makes Datorama particularly unique for organizations working across the MadTech sector is its highly flexible and customizable support for onboarding ad serving platforms, billing systems, DSPs, audience management tools, site analytics, search, social, audience and even points of sale data.
Datorama is a channel and partner agnostic platform that can help marketing organizations:
Datorama allows the Marketer to pull data from a myriad of data sources, blend and create custom KPIs, and quickly build informative dashboards to analyze and draw insights from.
Datorama’s most impressive feature is its Data Model which becomes evident the first time any data source is onboarded. Datorama supports three general methods of data ingestion:
Through Machine Learning Datorama understands an array of common data types and instantly suggests possible relationships among data entities.
Datorama also provides harmonization and data blending capabilities to assist analysts with quickly pairing parent-to-child data relationships, custom classification based on external files, calculation types, or common naming patterns.
Datorama is a formidable data management and visualization platform and Salesforce’s acquisition of Datorama means the future of this platform is bright. This partnership will continue to meet today’s marketing data challenges with progressive tools and technologies and a strong product and engineering roadmap.
As Salesforce continues to apply much needed competitive pressure to a highly fragmented data management and visualization ecosystem, look for Salesforce to continue to pair Tableau’s strong BI capabilities with Datorama’s data management capabilities.