Salesforce Expands Marketing Cloud Analytics with Datorama Data Integration, Activation and Developer Tools

Salesforce announced at AdExchanger’s Industry Preview that Salesforce is expanding Marketing Cloud analytics with new Datorama data integration, activation and developer tools.

Now as part of Salesforce’ Marketing Cloud, Datorama is the leading AI-powered marketing intelligence and analytics platform for enterprises, agencies and publishers. Datorama’s expansive library of marketing APIs and AI-powered connectors capture, interpret and classify marketing data (as well as other influential data types like sales, weather or economic information) from hundreds of marketing technology solutions. By connecting these data sources in one unified view, marketers can measure, analyze and report on campaign performance to make informed decisions that drive ROI.

Salesforce is introducing three new Datorama innovations: First, enhanced Datorama Marketing Cloud connectors enable marketers to effortlessly visualize how all of their Salesforce-powered social media, mobile and email marketing campaigns are performing alongside other channels. Second, the Datorama Developer Portal allows IT, professionals and developers, to build custom integrations and solutions for unique marketing needs such as new connectors or creative visualization widgets. Third, with Activation Center, marketers will be able to instantaneously take action on the rich insights Datorama surfaces–directly within the Datorama console.

With new Datorama Marketing Cloud connectors, marketers will be able to easily import data from Marketing Cloud with a click of a button and see how campaigns are performing next to other significant metrics. In addition, the new connectors offer enhanced reporting, insights, and analytics. With the Marketing Cloud Social Studio connector, marketers can view how industry trends, brand health and competitive messaging on social media are impacting overall marketing performance within Datorama, alongside metrics from paid social media, paid media, web analytics, sales data, and other marketing or advertising data. Coming this Summer, the Marketing Cloud Email Studio connector will be enhanced in new ways and the Mobile Studio connector will become available. These connectors will provide marketers seamless setup and access to a deeper level of email and mobile insights for customers that is made possible now that Datorama is part of Salesforce.

Every marketing team is different and has specific marketing data sources they’d like to analyze and act on. With the new Datorama Developer Portal, IT professionals and developers have a suite of tools to build custom data integrations and solutions for their marketing teams.

Developers can leverage the following new APIs and features to extend the power of Datorama:

  • Platform API: Developers can now build custom scripts that automate tasks, such as provisioning new users and permissions, updating governance policies and global data connection settings or KPI formulas, and creating personalized workflows to match business processes.
  • Query API: Developers can share the data in Datorama with any other platforms that marketers often use, including presentation tools and web analytics solutions.
  • Custom Data API Connectors: Developers will now have the tools to create their own connectors that are specific to their organization, so marketers can connect to any marketing data source.
  • Python Retrieval: Developers can use the popular and user-friendly programming language Python to import data into Datorama.
  • Custom Visualization: Datorama offers marketers many options for viewing how their campaigns are performing. For those marketers that prefer different ways to visualize performance, developers can use a range of coding languages to create custom visualizations or widgets within Datorama.


Generally available this Spring, Datorama Activation Center allows marketers to instantly act on their unified and analyzed data. Based on real-time insights surfaced within Datorama, marketers take action or notify stakeholders of important events the moment they happen.

With Datorama Activation Center, marketers can:

Compare how campaigns are performing across different marketing and advertising channels, and pause underperforming ones based on cost, engagement or conversion metrics with a simple click or automated if/then rules. For example, a marketer can create a rule to monitor a campaign across multiple channels. If the campaign is showing a lack of performance, then the rule will automatically pause it.

Trigger alerts based on any piece of data, goal or KPI that can be sent to a marketing team member on their mobile device, over email or any other communication channel that the team collaborates on. For example, a marketing team may want to be alerted when a particular advertising campaign has achieved exceptional results.

“When Salesforce acquired Datorama, it recognized a real need for customers–bringing all the data from different marketing campaigns and channels together to optimize spending and maximize marketing ROI. Six months later, Salesforce and Datorama are bringing customers more ways to get value by delivering the strengths of Datorama and Salesforce Marketing Cloud to customers. These advancements will enable marketers to better understand campaign performance and act on that data through customized integrations and automated actions,” said Rebecca Wettemann, VP of Research at Nucleus Research.