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Datorama’s new LiteConnect automatically generates an interactive dashboard for standalone data
Employing the platform’s AI, the new feature lets marketers quickly analyze new data sets outside the overall campaign model.
Datorama’s platform helps marketers make sense of diverse data, providing unified insights across different data feeds from a campaign — Facebook spend/results, Twitter spend/results, website display ad performance and so on.
Last May, the New York City-based firm launched Datorama Genius, an additional layer of AI that automatically finds insights from data relationships, such as suggesting ways performance can be boosted. Previously, the platform’s AI was focused on foundational tasks, like organizing incoming data for data models.
A typical user might have somewhere around 70 streams of structured campaign data from such sources as ad analytics or marketing tools. The platform is designed to turn that marketing data into usable intelligence, such as generating Key Performance Indicators or showing the impact of one set of ad results on overall sales.
This week, the company is adding another capability to its AI’s job description. It is launching LiteConnect, which employs AI to turn a standalone data set into a separate interactive and marketing-specific dashboard. This might be an unconventional source of data that is not part of a campaign, such as weather data versus foot traffic for various locations of a restaurant chain. Here’s a sample LiteConnect dashboard: