Datorama is looking to democratise marketing analytics and data visualisation, unveiling a host of new capabilities at Advertising Week in New York.
The ‘Harmonisation Center’ and ‘Data Canvas’ bring a ‘no-code’ approach to data for marketers, allowing users to prepare data for chartsm dashboards and stats quickly and easily.
Speaking to B&T upon the announcement, Salesforce (which acquired Datorama in 2018) managing director APAC Jo Gaines said the updates were all about centralising data.
“So many marketers are using multiple different channels and touchpoints for their marketing spend,” she said.
“Now being able to understand that at a single level, so they can see all of their campaign performance combined, and then being able to optimise their spend and performance levels within the platform is very unique.
“Previously that would have involved lots of spreadsheets or different reports for different channels and different platforms.”
The Harmonisation Center consists of data classification and naming convention patterns tools to ensure marketers are working with “clean and standardised data”.
“Marketing data is complex and inconsistent and marketers spend too much of their time contending with these issues,” said Datorama CMO Leah Pope.
“The Harmonisation Center solves for challenges marketers face when decoding and organising their data and ensures that they are optimising the value their data provides to them by standardising and assigning important data categories for a more insightful view of campaigns.”
The Data Canvas allows users to create dashboards to analyse, visualise and present data once it has been verified through the Harmonisation Center.
“Data Canvas empowers marketers to easily build dashboards to visualise, analyse and present their data, without the need for technical or design skills,” said Pope.
“Data Canvas is key to helping marketers become truly data-driven in their approach to marketing, allowing them to discover new ways to answer questions associated with marketing campaign performance.”
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