Bruhn said the new Datorama products let iProspect work more closely with its brand clients, since audiences and campaign data that were previously wrangled from many channels and data sources into Powerpoint slides are now housed in one dashboard.
“It was a strong fit with the API connectors we’d been developing internally, and we’re fortunate Datorama is now with Salesforce, which shares that open API mentality,” he said.
Bruhn said before Salesforce acquired Datorama, some iProspect clients were skeptical of investing so much time and data on a startup customer data platform. It was still an early venture capital bet and could have been snapped up by another holding company or a less compatible mar tech giant.
And Salesforce has big plans for bringing Datorama even more deeply into its cloud suite. Datorama will add new data sources, like first-party CRM data, and new media platforms to its current roster, which includes Google, Facebook, Twitter and LinkedIn. Wilder said sophisticated brands have already used Datorama’s new developer tools to integrate The Trade Desk and other buying platforms into its hub.
Eventually Datorama will cease to be a standalone business, said Bobby Jania, Salesforce’s VP of product marketing. Instead, it will function as the connection and API services offered by Salesforce Marketing Cloud.
“It’s only six months in,” Jania said, “but our vision for Datorama in the future is for it to be delivered as the way Salesforce Marketing Cloud natively connects other types of data.”