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Datorama: Intelligent solution by Salesforce

Overcoming data integration challenges

Developing marketing dashboards, resolving persistent placement naming errors, billing, and reconciliation, media spend optimization, ETL support, and automated reporting are the usual client requests regardless of industry. However, Publishers encounter persistent data integration challenges often due to the lack of standard API connections, and custom business rules that are required to execute their business.

For Publishers, it is commonplace that 50 or more data sources are required to fulfill the most basic reporting projects. Our engagements cover many of the most popular SSP data providers, such as Pubmatic, Google Ads Manager, OpenX, Appnexus, and Rubicon. But, some SSPs like SpotX…

Understand the future of AI in Business Intelligence

There’s no question most CIOs and analysts, whether focused on marketing or operations, rely heavily on data. What might be unclear is specifically how that data is being retrieved, analyzed and ultimately leveraged for better decision making. Terms such as business intelligence and artificial intelligence are not new. Both deliver value in terms of collecting and visualizing data with efficiency unmatched by manual capability. Individually, these solutions offer capabilities many organizations find powerful. What lies on the horizon, and is in fact already within reach, is discovering and implementing the complimentary nature of each.

Artificial Intelligence

Enabling analysts to compile and retrieve…

Google Analytics 4.0

The future of analytics from google

Image by Carlos Muza |

The recent launch from the Google analytics stable is a highly improved version extending beyond Universal Analytics. It completely changes the way data is collected, stored, filtered, and finally reported. Google analytics 4.0 or simply GA4 is heavily dependent on predictive analytics utilizing AI and ML. So what does this mean for your business?

Improved audience integration

With the improved backend that comes with GA4, creating a better audience selection and exclusion strategy based on actions taken across devices and platforms becomes so much easier.

Conversion rate optimization

CRO ROI Calculation

Image by Nabler

For any online business, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the conversion percentage on the website, or more generally, take any desired action on a webpage The Global Conversion Rate Optimization (CRO) market is supposed to respond at a growth rate of 9.6% between 2019–2026. Today most of the CMOs and their team are focused on driving traffic toward websites in the hopes that this traffic will convert into qualified leads. But with the increasing competition, penetration of digital platforms and changing consumer behavior it’s really difficult to make your visitors take any desired…

Conversion rate optimization (CRO)

Key point to consider in 2021 for better website conversion


Conversion is the act of persuading someone to take directed action to fulfill your goal. Conversion rate is the percentage of those people who perform that action versus the total number of people who visited your site, saw your ad, ended up on your landing page, or added products to the shopping cart.

To better understand the efficiency of your marketing efforts, you have to know how many people are interacting vs how many are reaching the final goal. Following are the basic questions that will give you the complete guide to conversion rate optimization (CRO).

What is the ultimate objective of conversion rate optimization?

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The only goal is…

Impact of iOS 14 updates on Firebase Services

Tips on how to adapt to the changes

Data privacy has always been a major concern that has only gotten more important as the demand for user data grows. Businesses try to target relevant audiences for advertising purposes and this data can be analyzed through various digital analytics solutions.

The sources from where the data can be collected have always taken precautionary measurements to avoid the misuse of data. In recent years, this authority has been to the user. Whether it is permission to collect their location, browsing, or photo data, users are the controller of what information is collected from them.

But still, there have been differences…

Salesforce integrates Slack into its Marketing Core

Future of works in the all-digital world

Adoption and usage are an enemy of enterprise-wide data platforms. Data professionals are constantly looking for ways to drive better collaboration around the use of data. But, this often fails, too.

As Salesforce integrates Slack into its Marketing Core, will it really encourage discussions on sales and marketing performance data? Is Slack the intended collaborative hub that improves marketing decision-making for sales, service, and marketing professionals? The answers to these questions may ultimately lie within Slack’s very name: Searchable Log of All Conversation and Knowledge.

What is Slack?

Slack is a multi-service application that combines major lines of communication including video/voice calls, direct…

Data Science

Developing in-house data science capability

Modern businesses are flooded with a huge amount of data. And it is this enormous data that holds the key for better decisions to accelerate business growth. Simple! What more could any organization need? But here is the problem. To get the most out of this Big Data, it has to be analyzed, processed and this can only be done by experts.

Enter data scientists!-The new superheroes who use cutting-edge technology to sieve data for actionable insights, and consequently make data science a highly sought-after skill set by CEOs, managers, and HR officials for their workforce. …

Data Mining

Uncover associations between items

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For several decades, Market Basket Analysis (MBA) has been a tool used by companies looking to raise their dollar-per-ticket by promoting associated items. The question is: Is it an outdated concept that has been passed over by more modern ways of examining customer behavior?

MBA is an aspect of data mining, i.e., taking large groups of data and looking for useful correlations. It’s specifically related to customer purchasing, and ways to influence them to buy more by offering products that would logically be purchased together through upselling or cross-selling.

An example would be ubiquitous, “Would you like fries with that?”…

Higher Education Marketing

Marketing after the pandemic

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The pandemic, mixed with changes already happening, has changed how and where we work and learn. Now, even more, people are researching and signing up for online courses. While this is a cause for celebration, it can be a losing battle for the marketer. Think of it this way: Though the number of students is increasing, stiffer competition and low conversion potential reduce the number of students who actually sign up. For marketers, this is a serious concern to address.

Not only that, students are taking their scholastic decisions into their own hands. From exploring courses that would suit their…

John Matthew

☞ Built and sold 2 startups as a business-side entrepreneur. ☞ Grew topline revenue to $20M by building a nationwide movement. ☞ Invested $30M as a VC.

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