Slalom Technology
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Slalom Technology

SFMC Analytics Are Making Your Life Easier

Farewell Discover, Hello Datorama

It’s no secret that data is driving marketing decisions harder than ever — especially in direct marketing channels like email and SMS. From analytics and insights to optimization and attribution, marketing stakeholders need their email service providers (ESPs) to serve and distribute easy-to-slice data.

For its part, Salesforce Marketing Cloud (SFMC) has offered built-in tools for just this purpose — but those tools have lagged and begun to show their age. But no longer: Discover Reporting within SFMC Analytics is officially sunsetted as of April 1, 2022…and its replacement has us at Slalom excited! Enter Datorama Reports for Marketing Cloud — a more robust and easy experience to calculate and visualize results. It includes all the features of old Discover Reporting and then some!

Explore Datorama Reports

Datorama Reports is provisioned for all SFMC accounts. To access it, log in to Marketing Cloud and navigate to Analytics BuilderDatorama Reports. From there, a variety of options are available to create a custom report and see useful statistics. You can generate dashboards to visualize data from not email, push notifications, and journeys for each of your business units. You can also create reports (filter, sort, and summarize as you like), and schedule them for delivery to your stakeholders. Helpfully, Salesforce has retained field names from old Discover Reporting, so finding the dimensions and metrics needed is a breeze.

Datorama Reports dashboard

Our Three Favorite Features Made Possible with Datorama Reports

One of the easiest ways to study aggregate campaign performance now happens through your old Excel pal, the pivot table. With Datorama Reports, pivot tables unleash you explore your data quickly and powerfully from a variety of angles — all without SQL queries. Export it locally or schedule a report to deliver. There are straightforward drag-and-drop methods to set up a pivot table that can summarize results of an account overview or show comparisons between email campaigns, or review specific elements of individual email campaigns, including job IDs, days of the week, email send names, etc. Dimensions and Measurements can be interchangeably compared and used to create powerful datasets.

Pivot Tables

Now that Slack is part of Salesforce, it’s perhaps no surprise that Cool Feature #2 is Slack integration, letting you share Datorama Reports dashboard pages and widgets right in Slack. You configure the integration to operate at the business unit or collection level — a great way to share out stats quickly and with context.

A final cool feature of Datorama Reports is comparisons. It’s now easy to visualize how metrics like opens, clicks, bounces and more compare across campaigns or time periods — with easy, powerful visualizations.

It’s a whole lotta Datorama!

Not unusual for Salesforce, you must keep a keen eye on product names. We have Datorama, Datorama Reports, Datorama Reports Advanced.

Datorama Advanced

Datorama is the flagship platform — a cloud-based business intelligence tool Salesforce acquired in 2018. It provides marketers with a friendly way to access media data and combine disparate marketing sources (display, social, site, email and more) into a unified data model. Datorama builds powerful visualizations and dashboards — not only for direct marketing but across the ecosystem.

Datorama Reports is the newer, slimmed-down offering we’re discussing here; it resides only in SFMC.

Datorama Reports Advanced is a paid supplement for SFMC Pro and above. It lets you create customized dashboards, create calculated measurements/dimensions, write SQL against granular data, and work with cross-channel apps. Users also benefit from 100+ Datorama functions, plus a lot more that we’ll detail in a separate post.


There’s a lot to love about the new Datorama Reports for Marketing Cloud. Its free version included with SFMC has lots to love — possibly all you need. And we’ll dive into the upgraded Advanced version soon. And if you’re ready to take



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