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EN You Asked, We Answered: Questions from RampUp Virtual Summit

Mike McMaster

Thank you to everyone who attended our Oct 12 webinar with LiveRamp, “The Measurement Journey: Connecting Data to Optimize Performance and Loyalty”. We received several audience questions that we ran out of time to answer live, so here they are, with expanded answers from the Datorama team.

1. What’s unique about the Datorama and LiveRamp integration? How does that integration compare with putting data from LiveRamp directly into our own data warehouse?

Data warehouses are great for storing large data sets in a general sense, but they don’t come with any automation and in-the-box expertise about how marketing, sales and customer experience data should fit together. Since our customers and data are naturally cross-channel, cross-device and cross-journey, built in marketing intelligence allows projects to launch in days and weeks instead of months or longer– and enables changes in the moment like adding new queries, new data, removing data, or staying on top of new metrics or classifications that provide deeper insight. All of this gets done with machine assistance that thinks like a marketer so you can deploy, scale and evolve faster. Datorama and LiveRamp partnership takes full advantage of our in-the-box unified marketing data model provided by Datorama’s Marketing Intelligence platform to allow for flexible reporting and analytics across all of the different platforms where an advertiser might be using IdentityLink IDs– today and over time.

2. For organizations using both Datorama and LiveRamp, are there any plans regarding creating an API or leveraging a type of connector to bring that use case into the Datorama platform?

Datorama is actively ingesting LiveRamp IdentityLink IDs today, using our custom connectors. The integration is seamless and lightweight and gives you flexibility into exactly which data you’d like to connect.

3. How these very same principles find an application for smb (small medium business) especially the very small ones – which locally they represent the majority of the corporations? Data feed back from company’s activities to Marketing department to drive update and set new strategies.

Every organization has their own unique challenges when it comes to marketing. But what’s common to all generally is that marketers are overwhelmed with the variety and amounts of data they have.  Putting it together into a meaningful holistic view across channels or customer journey points has become a fundamental challenge, and it’s getting harder.  At Datorama, we work with marketing organizations both large and small, and problems they’re solving for can be vastly different depending on the questions they need to answer as well as business type and size. For example, large marketing organizations often have problems with scaling a consistent measurement framework across all of their regions, teams and products. For them, automating how they connect, unify and access data helps drive goals proactively and allows teams and global offices to collaborate on consistent KPIs, reporting and optimization. Smaller marketing teams are often resource-challenged, and may be spending a lot of precious time doing manual data cleansing and report preparation.  A marketing intelligence technology approach allows them to time-shift away from connecting data into understanding what it means.  Often times they can sprint forward quickly into deeper questions about their customer journey because they don’t need to scale first across many teams and geographies.

4. Some of end users (reporting analysts) are nervous about ‘automated reporting’ because they think that the platform is taking their responsibility. How would you recommend to have them understand it will lead to insight & strategy improvement?

Adopting a marketing intelligence platform is a transformative process for a marketing organization. The reality in the market today is that without a tool like Datorama, most companies are doing this sort of work in a highly manual fashion that is both resource intensive and prone to human error. Let’s face it, building reports is a necessary evil. They’re tricky to make and hard to replicate – which means altering reports is hard, and limits experimentation. By leveraging automated data integration and a unified data model to get data connected, marketers can spend their time gaining insight into the data to drive the business.  Users also report that they’re able to constantly evolve the business questions that they are asking of their reporting and optimization views, without having to endure a litany of meetings about the effort that will be required to make changes (plus the actual time and risks of running those manual projects). Change can be scary – but it’s also what makes marketing such a dynamic space to work in.  Technology is evolving to help us use our time to impact the business.  A world where marketing reporting in excel is replaced with always on access to data and insights is ultimately a world that most people want to live in.  Marketers that embrace this approach are becoming the leaders of their organizations because of the impact it brings.

We look forward to hearing from you at future webinars!

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