How much time do you, as a marketer, spend on compiling data to report on marketing campaigns? What, in that respect, is your ‘Return on Investment (ROI)’? How often do you regret not knowing the effect of a campaign until it’s too late to make changes? Let me tell you about a solution that automates data collection and presentation and also allows in-flight optimisation: Datorama.
Datorama solves a number of challenges the modern marketer faces. Let’s look at some of these challenges.
We live in an omnichannel world. Companies are using many channels to promote and sell their products. And that’s a good thing: consumers can choose their preferred channel to engage with you, and you can amplify your messages on a different problem. On the downside, you are stuck in a fragmented world and it gets difficult to stay on top of everything that is happening on the website, on social media, in advertising campaigns, etc. And it’s even more difficult to bring all that information from the different channels into one holistic view on your marketing results.
Bringing the data from different channels together into reports that your stakeholders can understand, is currently taking too much time, as it’s largely a manual process. You get reports coming out of Facebook, out of Pardot, out of Google Adwords that you need to bring all together. Many marketers spend 80% of their time gathering and formatting data, and only 20% making strategic decisions based on the insights the data deliver. In an ideal world, the 80/20 would be spent the other way around, leaving more time to analyse the data.
2020 is a very challenging year for every organisation, and many companies are not spending as much on marketing as in other years. With budgets shrinking and every pound spent being scrutinised, it’s key for Marketing to focus on the efforts that have the highest ROI and be able to halt any marketing effort that does not pay off.
Even when we get all the metrics right, it is sometimes difficult to pinpoint exactly what marketing campaign led to what leads and deals, let alone the deal size. Being able to do just that will give you massive kudos with the sales team and will make them eager to work on the leads that marketing provides them with.
Datorama solves these challenges:
- Datorama automates the collection of data from different sources. Using Plug and Go connectors, integrations with Pardot, Salesforce, Facebook, Google Ads,… are easy to set up and you can automatically pull in the data. This saves you valuable time.
- By using filters, users can decide to only view information that is relevant to them. For instance, you can filter on company or on stage of the opportunity. Better still: information that is usually stored in different systems (marketing spend, deal size) is brought together in one place and can be seen alongside customer information. This allows you to report on a granular level.
- Datorama lets you understand what’s happening in a campaign while it’s running and allows you to make tweaks and changes to optimise those campaigns. When it comes to lead generation, adapting campaigns that have a low ROI is key.
- Reports are easy to customise, so for different stakeholders or contributors to an organisation, separate reports, based on the same data, make collaboration easier and decision-making more relevant.
Datorama uses artificial intelligence (AI) and machine learning (ML) to deliver valuable insights, but you don’t need to be in IT or a data scientist to manage the tool. Einstein Marketing Insights analyse that data and show you the optimisation path, going forward, making life even easier on the marketer.
Building a business case for Datorama is quite easy. On the one hand, by bringing in the data from different data sources, Datorama allows you to raise the performance of marketing investments. On the other hand, the easy integration and the intuitive way to generate reports, saves a lot of time for the marketing department.