Datorama Releases Do-it-Yourself Data Source Service for Marketing

New dashboards give marketers measurement expertise with KPIs, trends and segments for Facebook, Google Analytics, Moat and others.


A number of the early commercial use cases for cloud-based artificial intelligence are coming to the fore in the sales and marketing world. They all follow the Google and Facebook example: Learn as much as you can about your customers and potential customers, give them as many buying choices and opportunities as possible, and then make sure people enjoy a so-called great CX, or “customer experience,” on whatever device is used.

In line with this trend, marketing intelligence software provider Datorama has launched Datorama SmartLenses, a platform comprised of dashboards that control marketing data sources in order to optimize a campaign’s performance, impact and customer loyalty

SmartLenses uses the company’s home-built AI and marketing domain expertise from working with thousands of brands, agencies and publishers to provide marketers with this central controller. Datorama claims these dashboards can be operationalized with a single click each.

SmartLenses, released July 25, guides marketers to the correct KPIs (key performance indicators), performance metrics, trends and campaign breakdowns to measure and improve upon, all while automating the process of data integration, data modeling and visualization.

In an age where marketers can be overwhelmed with an ever-increasing array of customer touchpoints and technology, this software-as-a-service (SaaS) platform centralizes all of their data to form a single source of truth, the company said.

The core of this unified approach to marketing intelligence is measurement expertise in cooperation with AI that helps marketers take control to connect, unify, analyze and act on all their data. SmartLenses assist marketers by establishing the right measurement solutions for key data sources within the platform.

SmartLenses platform provide instant dashboard and KPI solutions for many marketer’s most widely used platforms, including:

Earned/Organic: Facebook (Page & Posts), Twitter, YouTube.

Paid Digital: Google AdWords, Google DoubleClick Search, Bing, Facebook Ads, YouTube Ads, Yahoo! Gemini, MediaMath, AppNexus, The Trade Desk.

Web/Email Analytics: Google Analytics, MailChimp.

Ad Servers/Ad Tech: Google DoubleClick for Advertisers (DFA), Sizmek, Facebook, Atlas, AdRoll, Adform, Moat.

Support for additional platforms is under way, the company said.

Datorama said it powers marketing intelligence for thousands of leading organizations and has a global presence with 16 offices worldwide. For more information, go here.

Chris Preimesberger

Chris J. Preimesberger

Chris J. Preimesberger is Editor-in-Chief of eWEEK and responsible for all the publication's coverage. In his 15 years and more than 4,000 articles at eWEEK, he has distinguished himself in reporting...