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The decision on the table is where marketing performance gets measured, and by whom. Many marketing teams still report by exporting from each advertising platform and merging spreadsheets every month. That process is slow, and it produces numbers that nobody outside marketing fully trusts. Moving to a dedicated platform is worth it only if it fixes the trust problem as well as the speed problem.
What Marketing Cloud Intelligence does
Marketing Cloud Intelligence, formerly Datorama, connects data from advertising platforms, social channels, web analytics, email and CRM, and maps it onto one data model. Spend, impressions, clicks, leads and revenue then sit side by side per campaign, channel and market. Dashboards and alerts sit on top, so a team can see which channels deliver and where budget is running ahead of plan.
Its strength is harmonisation. Each source names things differently, and Marketing Cloud Intelligence can map those differences onto shared dimensions without a data engineer rebuilding the pipeline for every new source. Salesforce also sells Datorama Reports (Intelligence Reports) for Marketing Cloud Engagement, a lighter reporting option focused on email and journey data. Which fits depends on whether you need to analyse one Salesforce product or every channel you pay for.
The platform question is still moving
Salesforce has also launched a separate Marketing Intelligence product on its core platform, alongside the Marketing Cloud Next editions. Marketing Cloud Intelligence remains on sale. For a new investment, the choice depends on where the rest of your marketing runs and how much of your data already lives on the Salesforce platform. That uncertainty is a reason to start with work that keeps its value whichever product you choose.
Harmonisation is where the value and the effort sit
A cross-channel view is only as good as the naming behind it. If one market tags a campaign by product and another by season, no platform can compare them without someone deciding what the shared dimensions are. That taxonomy is the agreed list of values for campaign, channel, market and objective. It takes the longest to build and delivers the most.
It is also a governance decision. Agencies and internal teams need to apply the same naming when they set up campaigns, or the data breaks at the source. The organisations that get most out of marketing performance analytics treat the taxonomy as a standard with an owner and a change process. We ask for that owner, and for a first version of the taxonomy, before we connect a single source.
