Datorama Adds Genius

Share this content:

Is there room for another genius in the marketing tech and intelligence space? Datorama, the New York-based data management and activation platform, believes there is, and today launches Datorama Genius, an AI engine designed to surface optimization paths for platform users.

In a conversation before the launch, Datorama's CMO Leah Pope broke the Datorama platform down into three layers: an integration engine, an insights engine, and an activation engine. "There's intelligence in all three buckets," she said. Genius puts AI into the insights layer. 

In a demonstration, Jay Wilder, director of product marketing, displayed a pipeline — a Twitter-like feed — of insight cards (see image above) triggered by Genius. Insights can be positive or negative (indicated by a green or red lightning bolt symbol); where negative, Genius surfaces not just the problem but potential fixes. For example, when proven good creative is performing badly with a proven good audience, Genius can suggest a better audience for that creative. Cards of low interest can be muted, and Genius will continually learn which cards it should show.  "In a pre-Genius world," said Wilder, the user "needed to create dashboards and search for optimization opportunities." Genius is intended to allow users real-time insight into the mix of campaigns, channels, and audiences best suited to achieve KPIs.

Genius also allows users to create a custom bot to analyze and suggest optimizations for a KPI of the user's choice, for example, conversion rate.

Wilder explained that AI is not new to Datorama's platform. Genius, he said, represents "leveraging AI we've already invested in."

Asked to differentiate Genius from other intelligent marketing solutions, Pope emphasized first that it's applied to all of a brand's data from all parts of the customer's journey (a single view of data from all sources is the basic proffer of Datorama's platform, as CEO Ran Sarig explained to me last year). Second, she said that it goes beyond identifying anomalies to surfacing opportunities to improve KPI performance. Third, it's marketer friendly; "It's not a data science product," she said. 

Genius will be available to all Datorama customers at no extra charge.

close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above