What Is Datorama (Marketing Cloud Intelligence)?
Salesforce Marketing Cloud Intelligence (formerly Datorama) unifies marketing data across ads, web, email, CRM, and commerce to deliver trustworthy dashboards, automated insights, and governed KPIs that tie spend to pipeline and revenue.
Datorama/Marketing Cloud Intelligence (MCI) is Salesforce's analytics platform for marketers. It ingests and harmonizes data from hundreds of sources, applies data models and taxonomy for apples‑to‑apples KPIs, and delivers dashboards, alerts, and AI insights. Teams use MCI to answer: Where is spend going? What is working by channel, campaign, audience, and creative? How does this impact pipeline, bookings, and LTV?
Why Marketers Choose Marketing Cloud Intelligence
The MCI Implementation Playbook
Use this sequence to stand up reliable marketing analytics that executives trust and practitioners use daily.
Discover → Model → Ingest → Harmonize → Visualize → Govern → Optimize
- Discover KPIs & taxonomy: Define channels, campaigns, tactics, audiences, and offer naming. Lock a shared KPI catalog.
- Model the data: Determine grain (daily/campaign/creative), keys, and joins; design lookup tables for channels and costs.
- Ingest sources: Configure connectors for ads, analytics, MAP/CRM, and offline files; schedule loads and backfills.
- Harmonize & QA: Map fields to the taxonomy, dedupe campaigns, enforce required fields, and validate totals vs. source systems.
- Visualize: Build executive and practitioner dashboards with filters, drill‑throughs, and exportable views.
- Govern: Access controls, refresh SLAs, change management, and data quality monitors with alerting.
- Optimize: Add anomaly detection, pacing alerts, and budget reallocation workflows tied to pipeline and revenue.
Marketing Cloud Intelligence Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Data Ingestion | Manual exports, spreadsheets | Automated connectors and SFTP pipelines with refresh SLAs | Marketing Ops / RevOps | Data Freshness, Failure Rate |
| Taxonomy & Mapping | Inconsistent names by team | Governed channel/campaign/creative taxonomy with validation | RevOps / Analytics | Mapping Coverage, QA Pass % |
| Attribution | Clicks only | Multi-touch with CRM pipeline & revenue alignment | Analytics | ROMI, Cost per Opportunity |
| Dashboards | One-off PowerPoints | Role-based dashboards with drill‑downs and alerts | Marketing Ops | Adoption, Decision Cycle Time |
| Governance | Tribal knowledge | Version control, change logs, and access policies | IT / Security / RevOps | Audit Pass, Incident Count |
| Optimization | Reactive reporting | Proactive insights & budget reallocation workflows | Marketing Leadership | Pipeline Lift, Revenue Impact |
Client Snapshot: A Single Source of Truth for Spend → Pipeline
After standardizing taxonomy and automating connectors, a B2B SaaS company eliminated 12 hours/week of manual reporting and reallocated 18% of media to high‑ROMI campaigns, growing sourced pipeline without increasing spend. Explore results: Comcast Business · Broadridge
Pair MCI with RM6™ and The Loop™ to connect channel performance to forecastable pipeline and revenue.
Frequently Asked Questions about Datorama / Marketing Cloud Intelligence
Operationalize Marketing Intelligence
Stand up trusted dashboards, connect spend to pipeline, and govern your taxonomy so every team runs on the same numbers.
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