Datorama adds Genius AI to its marketing data platform

Datorama, which provides a central location for an organization’s advertising and marketing data, is boosting its artificial intelligence.

This week, the company is announcing the launch of Datorama Genius, a built-in layer for its Marketing Integration Engine that surfaces insights about how to best achieve specified goals.

Datorama says that its users have an average of 70 structured data streams coming into the platform from various sources of ad analytics or marketing tools. Previously, CMO Leah Pope told me, the platform has employed AI and machine learning to perform such foundational tasks as organizing incoming data for embedded data models.

Now, the Genius layer adds the ability to find insights that can boost performance. Genius’s key focus, Pope said, is answering such questions as “Why is this happening?” and “What can we do about our performance?”

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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