All-new, automated insights power marketing optimization for professionals across all their marketing data for the first time
Datorama, a global marketing intelligence company, today announced the launch of Datorama Genius. This is the first artificial intelligence (AI) capability designed to help marketers automate insights across all their marketing data, and move from reliance upon dashboards and reporting to acting on tangible optimization paths that are recommended via Genius.
“The speed at which customers and marketing actions today requires that marketers move at the ‘new normal’ pace of doing business. Although the promise of AI has been discussed at length for many years in our space, it has not been delivered on in this way, across all the data marketers use — until now,” said Leah Pope, Chief Marketing Officer, Datorama.
Datorama Genius is an Enhancement within Marketing Integration Engine
As an all-new competency added to the Datorama product portfolio, it is the third component within the Marketing Integration Engine to leverage marketing-specific, AI technology to further empower and enable marketers to make smarter decisions across all of their channels, platforms, and campaigns.
Genius’ interface was purpose-built for ease of use and specifically created with business professionals’ goals in mind. First, Datorama’s AI and machine learning technology works behind the scenes to do the heavy lifting by combing through thousands of metric and dimension combinations that impact the user’s KPIs of choice.
Second, the Genius’ Insights Bots elevate a unique set of prioritized optimization paths that users can view, drill into, and share to dashboards and peers. These optimization paths go beyond anomaly detection to reveal deeper insights about where to make performance changes. As marketers continue to engage with Genius, insights will appear automatically in their notification feed and their respective dashboards as Genius uncovers new insights. Better yet, Genius gets smarter over time as it continually learns how each user interacts with the insights they’re presented.
In the always-on world of today’s connected consumer, critical data that details the customer journey and their interactions between businesses (e.g., reach, engagement, conversion, sales, etc.) stream into a myriad of point solutions managed by today’s marketing organization.
According to a Datorama survey, within one year of implementing the Datorama platform, the typical customer integrates an average of 70 data streams to unify their marketing data.
From better understanding a business’ next customer opportunity to optimizing cross-channel campaign performances, marketers need to make sense of millions of rows of data from a plethora of source systems to drive predictable, repeatable performance and growth.
Datorama Genius Goes Beyond Data Reporting and Optimization
With the release of Datorama Genius, marketers can go beyond the limited set of questions today’s professionals are able to raise from within dashboards and reports. Now marketers can analyze all of their marketing data in an automated fashion and produce an ongoing, predictable pipeline of insights to guide their decisions. This way they can improve every strategic and operational KPIs within the marketing organization.
Datorama offers a comprehensive combination of end-to-end data management, AI/ML technology, and high-performance architecture. This combination makes it simple for marketers to connect, unify, analyze, visualize and act on all of their marketing data.
Enabled with an all-new level of scale in smarter decision making, which is always on, marketers can now go beyond reporting on data to seeing insights and optimization paths that impact their business — all within a format that’s automatically visualized, easy to read and shareable.
Marketing Analytics Shifts from Asking Questions to Taking Actions
In moments, Datorama Genius performs insight generation across all of a marketing organization’s data to help key stakeholders move away from asking questions like “How is campaign ‘X’ performing,” to taking action, such as, “Where are the top three places we should look in campaign ‘X’ to optimize its performance?” This shift — maturing from asking questions to taking action — is the next step of decision making for the modern marketing professional.
For example, your company’s chief marketing officer (CMO) can use Datorama Genius to improve marketing’s return on investment (MROI) by learning exactly which markets, products or business units to accelerate or pull back on. As digital marketers seek to lower their company’s cost per acquisition, they can understand the exact mix of campaigns, channels, and audiences that drive their spend up and down.
For marketing analysts, Genius can help them understand how campaigns, website content and creative impacts their department’s return on advertising spend or a website’s visit to purchase conversion.
“Our goal is to drive business performance in everything we do,” said iProspect’s Head of Data Intelligence, Tom White. “Datorama Genius is a great addition that assists us by providing performance insights at a glance.”
In summary, Datorama Genius enables marketers to —
– Go beyond anomaly detection to get deeper insights and optimization paths across the dozens, hundreds or more data sources marketers use to execute their marketing programs;
– Automate the process of discovering insights to compress marketers’ time-to-value (e.g., hours or days into minutes) with the ability to gain intelligence beyond the limited questions currently being asked in dashboards and reports;
– Understand, share and evolve marketing’s insights through automated visualizations and natural language explanations, built-in pinning to dashboards, automated dashboard and notification alerts, and the ability for Genius to learn from user interactions;
– Be in control. Marketers can choose the KPIs that are important to their efforts and then automate insight generation for those KPIs immediately with no technical or costly data prep required.
Leah provides more insights into how Datorama Genius will dramatically change the way marketers interact with their data and analytics by —
– saving professionals massive amounts of time on analysis,
– allowing them to find the right insights automatically across data sources,
– delivering optimization paths that can be acted on swiftly to improve marketing performance ahead of the curve.
Leah adds, “We’re proud to bring to market a game-changing capability that will impact the way marketers work going forward. They will now be able to make smarter decisions and scale a data-driven culture based on the insights provided by the Datorama platform.”
Earlier in April, Datorama announced the launch of Salesforce Connector to allow sales and marketing teams overcome the issues related to personalized fields and data consolidation. Currently, Datorama’s SaaS platform gives marketers the ability to connect all of their data sources together — whether it’s a handful or hundreds. This is the cornerstone for marketers to form a single source of truth for more efficient reporting, better decision making, and total control over their marketing performance, impact and customer experience.
Additionally, Datorama’s “Total Connect” enables users of other CRM systems — Hubspot, Microsoft Dynamics, SugarCRM and more, to set up reports into Datorama via email. Datorama Genius is an extension for marketers to create better ‘human’ conversations with customers based on the complete picture of marketing and sales relationships.