Salesforce Marketing Cloud Datorama: Bring Your Data into Play

Dataorma addresses the challenges of marketing data, being one of the features of Salesforce Marketing Cloud. Looking for in-depth information about Salesforce Marketing Cloud and its benefits?

Download Datorma Implementation Plan

Download Datorma Implementation Plan

How do you envision a typical day for a marketer? Perhaps, sipping coffee and considering different hypotheses on how to improve brand awareness, customer satisfaction, or lead conversion. Too often, we associate marketing with design and creative chaos.

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The truth is less amusing. The core of marketing is data. So instead of generating coffee and ideas, over 88% of marketers say they spend most of their time on reporting tasks. How?

Modern marketers use a myriad of techniques to reach and convert customers.

Think email campaigns, digital advertising, mobile marketing, social media and customer relationship management (CRM). For analysis, each of these stores important data.

If these sources are silenced, it is no surprise that marketers will spend a great deal of time integrating them for the overall picture of their campaigns.

Instead, Marketing Cloud Dataorama can save your time and effort on more creative tasks.


  • What is Datorama?
  • Dataorma use cases
  • Advantages and Limitations of Datorama
  • Dataorama implementation package “get started”

What is Datorama?

Dataorma is a platform to store and visualize marketing data coming from various sources.

Originally, Dataorama was used to help companies in the advertising technology sector simplify reporting for their customers. Now being one of the features of Salesforce Marketing Cloud, it is suitable for other industries from automotive to publishing.


Dataorma allows you to keep track of all your marketing spends, campaign results and trends. And the good thing is that it does not require any coding skills to manage.

Use Dataorama to pull data from a variety of sources, link campaign metrics to KPIs, and visualize results with a branded dashboard. That way, each of the stakeholders – executives, analysts and marketers, can be compliant with the data to make more informed decisions.

Dataorma Use Cases

Use Case# 1. 

Handle dozens/hundreds of data sources daily. Unite Them!

Datorama automatically maps your marketing, advertising and technical data sources to the Datorama data model. This allows you to keep all metrics in one place, linked to each other.

You can pick one of the most convenient data integration methods for your specific case:

API Connect

The easiest way to integrate the data is to access Datorma’s extended library of marketing APIs. Choose the source you need to integrate, enter your credentials, and match it for further analysis.

Datorama’s APIs cover the most important marketing and advertising data sources: social media, email, Google Analytics, CRM data, and more.

Total Connect

If you have data to complement the data received from the API Connector, add it with TotalConnect. For example, if you have significant custom data extractions from the Salesforce Marketing Cloud with no APIs – TotalConnect is the solution.

With it, the necessary data for reporting and visualization will be transformed and cleaned.


LiteConnect is used for non-marketing sources, such as weather, geographic, or sales data. This data will not match the Datorama data model. But you can add required details to your report. Drag data files into Dataorama and view it instantly.

Use Case #2.

Want all the stakeholders to be connected with the results of the campaign. Use AI!

With AI machine learning and optimized data, you can make smarter decisions. When the data is clear, everyone has complete transparency in marketing performance. Datorama has many tools to help you along the way.

SmartLenses is a tool to help set KPI and model data from key channels. You can keep track of the most important trends influencing business decisions.

Einstein Marketing Insights points you to strategic shifts to automatically change course for you. You can also customize analytics for your particular challenge with in-depth developer tools, including R and Python support.

Use Case # 3.

Want quick insights into the data. Visualize the data!

Create your dashboards after your data is clean and ready. Datorama’s tool InstaBrand lets you create customized branded designs for your reports and dashboards.

Add the logo, apply company colors, and add customizable widgets to build beautiful and personalized reports.

Use Case #4. 

Need to share data performance reports with customers. Export data easily!

You can export your data from Salesforce Dataorma to any end goal – your database, third-party data visualization, or analytics tools – at no additional cost.

Use Dataorama’s Query API to aid in scalable data export in a variety of formats: .csv, .pdf, and others. Feel free to customize the layout of the page before exporting, and use custom intervals to schedule reports.

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Advantages and Limitations of Datorama

With Dataorma, you get one place for all your marketing data. This means you can forget about manual dashboards and endless Excel sheets.

Use Dataorama to report and analyze your marketing campaigns along with custom metrics appropriate to your business goals. And finally, let your employees spend more time analyzing data than pulling reports.

Dataorama is very customizable. Be sure to map your architecture well before implementation. And guarantee the team in charge of product development and maintenance for a long period. Or delegate this task to an experienced outsourced team.

Dataorama implementation package “get started”

Dataorama implementation package "get started"

Considering Dataorama for Your Business? Our team can assist you with Dataorama implementation, from data strategy consulting to custom reporting. Emizentech is a Salesforce Consulting firm, providing expertise in the Salesforce Marketing Cloud and Dataorama.

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With a decade of experience in eCommerce technologies and CRM solutions, Virendra has been assisting businesses across the globe to harness the capabilities of information technology by developing, maintaining, and improving clients’ IT infrastructure and applications. A leader in his own rights his teammates see him as an avid researcher and a tech evangelist. To know how the team Virendra can assist your business to adopt modern technologies to simplify business processes and enhance productivity. Let’s Talk.