The role of marketing today has undergone a massive change! Marketers are no longer responsible only for coming up with dedicated marketing campaigns to hype up their products and services. In today’s competitive world, marketers are responsible for performing several advanced functionalities, such as matching their target customers with the products and services that best suit their requirements, choosing the right platforms and communication channels based on their target customers, finding the right balance between various consumer segments and their related messages, creatives, CTA’s, etc.
All of this indicates that data is the key player and marketers need to focus on not just gathering and preparing the relevant data but also analyzing it so that they can find out how well their campaigns are working and how to optimize them for better and more successful results. Companies today spend a lot on data management, data visualization, statistics, dashboards, charts, graphs, etc. Having your highly talented marketers spend their time on these activities rather than using their time to analyze and understand the data is a waste of time and effort. This is where Marketing Intelligence and Analytics platforms come into the picture!
Read on to find out more about Marketing Intelligence and Analytics platforms, why data visualization plays an important role, and an A to Z guide on Datorama – one of the top marketing analytics software.
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Marketing Intelligence and Analytics Platform
Today, the key to running a successful and profitable business is having access to the right information at the right time. In order to jump and stay ahead of their competitors, it is vital that all the stakeholders have access to a centralized location from where they can gain deep insights that will help them in their key decision-making. This will require a centralized platform to which data from different sources is connected and analyzed. This platform will also need to be robust and flexible so that it can be modified or customized as per the changing requirements of the marketers and other stakeholders.
This is precisely what a Marketing Intelligence and Analytics platform does. The entire platform is set up based on four key functionalities:
- Collect
- Execute
- Analyze
- Visualize
Marketing data involves a lot of complexity and if it is not analyzed, presented, and used correctly, it is a huge waste of your marketing resources. Having access to deeper and smarter insights has become crucial for businesses of all sizes and types and having the right marketing intelligence platform at your disposal can go a long way in ensuring your success and profitability. With the help of these analytics platforms, marketers can easily stay on top of their ever-changing marketing data and use it to their advantage.
A marketing intelligence software comes loaded with several tools and applications which allow marketers to have end-to-end control over their data. This all-in-one solution uses advanced technology to gather data from various platforms, analyze the performance of the campaigns, provide a 360-degree view of your customers across various channels, improve and personalize your marketing campaigns, boost your customer engagement, and also help in forecasting your customer/market behavior. The advancement in technologies like artificial intelligence, machine learning, embedded marketing expertise, etc., has further enhanced the role of the Marketing Intelligence and Analytics Platform.
When it comes to analytics platforms, one key feature that you should look out for is data visualization. It is not enough just to have all the data in front of you – it also needs to be visually presented in a way that makes it easy to understand and decipher. Data visualization helps to display all the data in visually-appealing forms using charts, tables, graphs, dashboards, other visual aids, etc. The visual display makes it easy for the human mind to relate better to the data and understand all the patterns, trends, etc. Going through large amounts of data is extremely tiring and cumbersome, and having this same data displayed using visual aids is more efficient and successful.
Importance of Data Visualization Features
A Marketing Intelligence and Analytics platform with data visualization features are crucial for all types of businesses as it is one of the most efficient ways of analyzing and delivering huge amounts of data. The visual representation of the data makes it easier for the stakeholders to identify the areas that are doing good and those that require attention, what is the satisfaction level of your customers, and take key decisions about sales and future growth. Apart from these, some of the other key benefits of data visualization include:
- Data visualization helps in identifying the correlations between the relationship of various independent variables which further helps in decision-making.
- The detailed visual representation of all the trends over time displayed through data visualization enables stakeholders to understand the direction they need to take.
- Data visualization helps you to better examine the market by simultaneously displaying insights about data from different channels and sources. This helps decision-makers to decide where to focus their strategies on.
- Having all the functional data displayed in easy-to-understand charts, graphs, etc., enables businesses to make quicker decisions and respond efficiently.
Datorama – An A to Z Guide
When we talk about Marketing Intelligence & Analytics platforms with data visualization features, one software that tops the list is Datorama. This leading marketing intelligence platform enables marketers to stay on top of all their data by offering one centralized location for their complete data ecosystem. Datorama is a cloud-based solution that helps businesses to better process and analyzes their various data sets, irrespective of the data size or complexity. It is a scalable solution that allows stakeholders to monitor their KPIs, track their ROIs, use enterprise-grade marketing intelligence and insights, and access other key information – all one from one central repository.
Salesforce Datorama is capable of integrating, preparing, and exporting all your marketing data using its widespread library of API connectors and AI-powered data integration. This solution offers a customized marketing data model with predefined data relationships. It helps in combining and standardizing data from various channels into one unified data. This allows marketing analysts to avoid working on repetitive calculations and tasks. It is extremely vital in enabling marketers to use the relevant data to measure the performance of their marketing campaigns through robust dashboards and reporting. The tool’s built-in data integration engine makes it possible for marketers to make use of the data model and gain deep insights into data from multiple channels.
With the help of machine learning, this platform allows you to perform a wide range of data-related functionalities using this tool, such as model mapping, file analysis, scheduling updates, cleansing, etc. it also offers APIs, thus, enabling marketers to connect to CRM, email management, web analytics, etc. You can also customize your Datorama dashboard with branding features which will allow you to ensure that your dashboard is in sync with your company’s branding guidelines. Once you upload your branding colors and logos, the visual aids like charts, widgets, etc., will automatically adapt to your branding colors.
Key Features of Datorama
Below are some of the key features of Datorama.
- You can generate different types of ad-hoc or custom report types.
- Intuitive and customizable dashboards through which you can easily share your reports and data visualizations.
- Data modeling through which you can connect to different data channels and merge them into one source of data, making it easier for users to understand and decipher.
- Users can find the exact details they want using custom fields and classifications.
- Limitless data integration using ML and AI with automated scheduling of updates which ensures that users have access to updated data at all times.
Apart from these, other additional features include:
- Forecasting
- Marketing reports
- Sales reports
- Visual analytics
- Visual discovery
- Predictive analytics
- Multiple data sources
- Relational display
- Multi-user access
- Brand optimization
- Campaign insights
- Customer insights
Datorama – Key Differentiators
- Single Cohesive Data Warehouse – The solution uses dynamic machine learning algorithms to collect, analyze, and visualize data from multiple sources in one single location.
- Quick Insights – Users will have access to insights taken from real-time data and view them in different visual forms, thus, allowing them to quickly understand the trends and assist them in decision-making.
- End-to-End Platform – Datorama offers end-to-end solutions, right from collecting unstructured data to presenting them in visual forms, thereby ensuring a smooth and efficient workflow.
- Data Accessibility – Users no longer have to depend on data analysts to provide them with analysis reports. They can easily use the self-service BI to access the data and derive their required insights.
- Cross-Channel Visibility – Users will have visibility of data from multiple channels including, CRM data, social media, sales data, data warehouses, etc.
- Actionable Insights – Analyze the data to get actionable insights to identify trends and patterns, forecast, better decision-making, etc.
- Better Business Decisions – Decisions made using data-driven trends and forecasts allow key decision-makers to make better business decisions.
Why should you use Datorama?
To sum up, here are some of the top reasons why you should use Salesforce Datorama.
- With Datorama, you can connect your data from multiple channels and unify all that data into a central platform and use the insights to measure the effectiveness and performance of your campaigns.
- Provides stakeholders with one central repository from which they can access the right information within a couple of minutes.
- Use the built-in tools to collaborate between customers, stakeholders, and decision-makers, and use the information to drive your organization’s ROI.
- Have a detailed visual depiction of all your campaign and channel performances on one platform.
- Access interactive analytics to measure the effectiveness of all your email marketing campaigns using the Salesforce marketing cloud email.
Conclusion
As mentioned earlier, a Marketing Intelligence and Analytics platform with data visualization features are one of the keys to a successful business. You need to take advantage of tools like Datorama to ensure the right growth of your company. With data being one of the major growth drivers across all types of businesses, it is vital that you not only have a centralized platform to unify the data but also have the right analytical tools to gain the required insights that can assist your decision-makers.
Check out SaaSworthy to find out more about Datorama and other Marketing Analytics Software.
