We’re excited to announce that as of March 2020, Slalom is a certified Datorama Implementation Partner. Our experts share what you need to know about Datorama and the keys to finding success with centralized marketing intelligence.
Let’s start with the basics. What is Datorama?
Laura Vecchio Lourenco, solution principal: Datorama is a centralized platform for marketing intelligence. It allows organizations to gain a holistic picture of their marketing and advertising investments, surfacing valuable insights around what’s working and what’s not.
Who’s the best customer for this platform?
Laura Olson, solution architect: Investing in Datorama will put marketers in control, allowing for real-time decisions on performance across channels. Marketers use an average of 24 media platforms and it can be challenging to stitch together all that data. In the financial services industry, for example, 12% of the overall marketing budget is spent on managing advertising, and clients need to justify the impact of that spend. So, the ideal user is someone who wants to get all their data under one roof, organize it, visualize it, and garner meaningful insights.
Jim Clarke, practice area director: Marketers have to measure and illustrate ROI. Take retail: that sector represents nearly 22% of all digital advertising spend and the number one pain point is always ROI.
How does Datorama impact a marketer’s day-to-day work?
Olson: Datorama allows marketers to do their job in a single place that is a trusted source. It summarizes marketing spend, exposure, and all those impressions and clicks and conversions. It becomes your data warehouse.
Katie Lewis, solution architect: Gartner recently revealed that 63% of CMOs expect their innovation budgets to increase and many are planning to modernize their reporting capabilities with tools like Datorama. It’s funny that when we think of marketers, we still think of Mad Men or a 1990’s brand manager, and that’s not the world we live in. Marketers leverage more data than IT does sometimes!
How does Datorama fit with Tableau and the rest of the Salesforce family?
Olson: While Datorama is an important part of the Salesforce Marketing Cloud ecosystem, it can also be a standalone marketing reporting platform because it’s not dependent on any other product. With regard to Tableau, our clients are finding success by using the two platforms in harmony.
Why is it important that Slalom is a Certified Implementation Partner?
Vecchio Lourenco: Achieving partner certification is a huge milestone for Slalom. It demonstrates the significant investment we’ve made to help our clients optimize campaigns, maximize budgets, and make decisions faster.
Right now, we have over 30 consultants across 10 markets working through the certification process. Every single one of our Datorama implementations will be led by a certified solution architect. We also bring the full breadth of Slalom capabilities and practices to our clients. You’ll get an industry specialist who understands what you’re looking to market.
What if I’m not sure what to do with all my data or how to organize it?
Clarke: The question you should also be asking is how are we going to organize as a marketing team—who may be sitting in silos now—to analyze this data? You need the right strategy in place. Having a program that’s tailored to your sector is also a must if you want to maximize value. Our team can sit down with you and help you figure this out.
Vecchio Lourenco: We can equip you with a unified measurement model that encompasses all your KPIs across the MarTech and AdTech ecosystem. And if you need help figuring out how to establish alignment across marketing stakeholders, Slalom can bring that expertise to the table.