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?”