How Does Datorama (Marketing Cloud Intelligence) Integrate with Marketing Cloud Next?
Connect every channel and dataset to Salesforce’s next-gen marketing stack. Unify media, web, and CRM data in Marketing Cloud Intelligence, activate insights in Marketing Cloud Next journeys, and govern everything with a shared taxonomy and KPIs.
Short answer: Datorama—now Marketing Cloud Intelligence—ingests and harmonizes data from ads, analytics, and CRM. It pushes standardized metrics and audiences into Marketing Cloud Next so you can personalize journeys, automate budget shifts, and report on business KPIs (pipeline, revenue, ROAS) with one governed model.
Where the Integration Creates Value
Integration Blueprint: Intelligence ↔ Marketing Cloud Next
Follow this sequence to move from disconnected reporting to governed, actionable insight and activation.
Connect → Harmonize → Model → Visualize → Activate → Optimize → Govern
- Connect sources: Authenticate ad, social, search, web analytics, and CRM datasets in Marketing Cloud Intelligence.
- Harmonize & transform: Normalize channel taxonomy, UTM conventions, currencies, and timezones; dedupe and enrich.
- Model KPIs: Define conversions and cost metrics; align to lifecycle stages (lead → MQL/SQL → opp → revenue).
- Visualize & alert: Build role-based dashboards with pacing and anomaly alerts for budget, CPA, and ROAS.
- Activate audiences: Publish high-value segments and suppressions to Marketing Cloud Next for email/mobile/ad sync.
- Optimize spend: Use insights to shift budget, rotate creative, and update journeys; validate with holdouts.
- Govern & scale: Enforce naming standards, data retention, and consent alignment across business units.
Operating Model & KPI Matrix
| Capability | From (Siloed) | To (Integrated) | Owner | Primary KPI |
|---|---|---|---|---|
| Data Ingestion | Manual CSVs, inconsistent cadence | Automated connectors & refresh SLAs | Marketing Ops | Data Freshness SLA |
| Taxonomy | Free-form names | Enforced naming & UTM standards | RevOps | Governance Compliance % |
| Attribution | Channel clicks only | Multi-touch with CRM stages | Analytics | ROMI, Pipeline from Paid |
| Journey Activation | Static lists | Propensity segments & suppressions | Lifecycle Marketing | CVR, Unsubscribe %, LTV |
| Budgeting | Monthly manual re-plans | Threshold-based reallocations | Media | CPA/ROAS vs Target |
| Compliance | Ad-hoc reviews | Policy-driven access & retention | IT/Data Governance | Audit Pass Rate |
Client Snapshot: From Reporting to Activation
After harmonizing data in Intelligence and syncing segments to Marketing Cloud Next, a global B2B brand accelerated budget shifts and increased qualified pipeline from paid channels while reducing CPA. Explore similar outcomes: Comcast Business · Broadridge
Pair governed measurement with activation: harmonize in Intelligence, personalize in Marketing Cloud Next, and track revenue outcomes with a single KPI model.
Frequently Asked Questions
Make Intelligence & Marketing Cloud Next Work Together
We’ll connect your sources, standardize KPIs, publish audiences to journeys, and stand up executive dashboards that track revenue—not just clicks.
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