The Datorama platform helps marketers understand different data, providing unified information on different data streams from a campaign – spending / results on Facebook, spending / results on Twitter, performance of ads on websites, etc.
Last May, the New York-based company launched Datorama Genius, an additional layer of artificial intelligence that automatically finds information about data relationships, for example by suggesting ways to improve the performance. Previously, the platform's AI was focused on fundamental tasks, such as organizing incoming data for data models.
A typical user may have somewhere around 70 structured campaign data feeds from sources such as advertising analysis or marketing tools. The platform is designed to turn this marketing data into actionable information, such as the generation of KPIs or the impact of a set of ad results on overall sales. .
This week, the company adds another ability to the job description of its AI. It launches LiteConnect, which uses AI to turn a standalone dataset into a separate, interactive, marketing-specific dashboard. It can be an unconventional source of data that is not part of a campaign, such as weather data and pedestrian traffic for different locations of a chain of restaurants. Here is an example of LiteConnect dashboard:
[Read the full article on MarTech Today.]
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.