How to use Datorama to Supercharge your Marketing Cloud Analytics (Part 2)

05.21.2020
Cristina Hernandez

Once your Marketing Cloud data is ingested in Datorama, you are ready to begin measuring and analyzing your performance, and gain greater confidence across your marketing decision-making. With Datorama, marketers can access deeper insights to impact their campaign performance to reach goals and maintain efficiency of their marketing budget. And with just one-click, marketers can launch visualizations that are easy to share across stakeholders. For part two of our series, we’ll explore how to analyze and visualize your Marketing Cloud data in Datorama.

Pivot Tables

In order to validate data streams and conduct ongoing ad-hoc analysis, marketers can utilize Pivot Tables within Datorama. These are drag & drop tools with the ability to create filters and define any measurement or dimension to be used.

Marketers can also prepare data for visualization with Pivot Tables. If you have used Marketing Cloud reporting, you may be familiar with the ad-hoc report builder, Discover, which allows the user to build email-reporting across a set of canned, email-specific dimensions and measures. When considering Discover parity, the ability to swap out any dimension or measurement from a “library” extends beyond Discover reporting, allowing for additional channel support and visualizations stemming from this data set.

Einstein Marketing Insights (EMI)

EMI produces advanced artificial intelligence (AI) insights, easily configured with clicks on top of any dimension for specific KPIs. This greatly impacts the ability to analyze various attributes of campaigns and performance within Marketing Cloud. For example, Subject Lines, Send Days / Times, Subscriber Status, and Creative / Content can be used for deep dive optimization tactics.

This not only provides the context needed for interpreting the insight, but also alternatives for a better outcome. Insights can be scheduled and embedded in visualizations for ongoing optimization against key measurements. With EMI, marketers can identify driving factors for changes over time, and help to uncover hidden value and optimization opportunities across all marketing data.

Dashboards

Once dimensions and measurements are configured, self-service, customizable dashboards are available through Visualizations on the Datorama platform, where cross-channel and platform data streams are seamlessly combined in a single view. Interactive Filters, KPI “Switch”, and Comparison widget types can transform the report interaction experience, moving the viewer out of static formats into data discovery.

Below is an example of a Marketing Cloud page with API Connector-based sources (Green) as well as Send Log / Data Lakes sources (Purple) in a single visualization.

These dashboards allow marketers to provide each stakeholder with the right view based on KPIs, trends and drill downs that they care about. With marketers working across different regions and business units, it is critical that everyone is working off of the same set of facts and are able to collaborate and work toward a shared set of business goals.

Goals

Marketers can also set up goals to monitor their KPIs across any Marketing Cloud campaign. Goals provide the ability to benchmark measurements and set them against run-rates day-to-day so that marketers are programmatically tuned into their performance targets, under a unified marketing strategy.

Actions

Next, they can layer on Actions triggered from Goals, which can be set to notify the marketer, or take direct action in execution platforms, when KPIs are missed. Here is an example of an Action set up to email the marketer to notify them when email deliverability drops below the goal threshold.

By leveraging the full power of Marketing Cloud analytics in Datorama, marketers are able to seamlessly integrate their Marketing Cloud data into the platform and gain access to AI-powered insights, monitor their KPIs through goals and benchmarks, visualize their data, and ultimately take action on their campaigns to achieve maximum impact across their customers and their businesses.

For more information:

This post was authored by Cristina Hernandez, Principal Solution Engineer at Datorama, based in the U.S. In case you missed it, check out part 1 in this series here, which details all of the ways to ingest your Marketing Cloud data in Datorama. The full guide to Supercharging your Marketing Cloud Analytics in Datorama is also now available here

 

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