First, we’d just like to give a quick nod to the team at Datorama. They have built a great product to help businesses be more data-driven.
If you’re here because you’re evaluating Datorama, or looking for Datorama alternatives you’re already doing the right thing: Choosing a product that will help you increase your marketing performance.
So what are the noteworthy Datorama alternatives?
The founding team at Datorama built a one-stop solution for all marketing data focusing on larger brands and big agencies. Other competing companies built platforms to solve single problems with marketing data (e.g. data extraction). Further vendors focus on making jobs easier for data teams beyond marketing data.
Let’s dive deeper and give you clear answers that should help you.
Table of content
- Salesforce Marketing Cloud Intelligence (formerly Datorama) Overview
- Why Are Businesses Looking for Datorama Alternatives?
- Best Datorama Alternatives in 2023
- Windsor.ai
- Funnel.io
- Adverity
- Supermetrics
- Stitch
- Stitch
- Which alternative to Datorama are you opting for?
Salesforce Marketing Cloud Intelligence (formerly Datorama) Overview
Datorama is an analytics and data visualisation platform which allows marketers to extract, transform and visualise all their marketing data. They offer many data source integrations (unfortunately the list is not public). In 2012, Datorama, one of the most well-known marketing intelligence platforms, was created. Datorama has been acquired by Salesforce in 2018.
Datorama Features
Datorama’s product offers a one stop solution and offers ETL (extract, transform load) capabilities (which they call data harmonisation), hosting of data and dashboards. Further on, there was a recent launch of an app marketplace where developers can list their apps. It’s not clear how many apps are listed but it looks interesting.
Understanding the exact features from the website copy is rather high level.
Feature summary
- Connect and extract data from >400 sources (list not found)
- Hosting of data
- Dashboarding solution
- Recommendation engine for marketing optimisations
- Real-time data updates
- The tool is quite mobile and can be accessed where and when needed with a proper internet connection and a laptop
Datorama Pricing
The pricing starts at $3,000 org/mo as in the above table. The various offered tiers have a different user and row count included. Once the row or user count exceeds what is included in the chosen tier add-ons have to be purchased. Looking at the reviews they don’t offer a free trial.
Datorama Rating
Datorama has a 4 star rating based on 117 reviews on G2.com. Most of the reviews are positive. All in all, they have a pretty good fan base out there with people believing in the product.
Who is Datorama for?
Datorama is a marketing intelligence platform primarily designed for marketing teams and professionals. It caters to a wide range of businesses and industries, including:
- Marketing agencies: Datorama provides agencies with a centralized platform to manage and analyze marketing data from multiple clients and campaigns. It enables agencies to monitor performance, generate reports, and derive insights to optimize marketing strategies.
- Marketing departments in large enterprises: Datorama serves as a comprehensive marketing analytics solution for large organizations with complex marketing operations. It helps marketing teams consolidate and analyze data from various sources, track campaign performance, measure ROI, and make data-driven decisions.
- Digital marketers: Datorama offers digital marketers tools to track and analyze data from various digital marketing channels, such as advertising platforms, social media, email marketing, and website analytics. It provides a holistic view of digital marketing efforts and helps optimize campaigns for better performance.
- Data analysts and marketing analysts: Datorama empowers data analysts and marketing analysts with a powerful platform for data integration, visualization, and reporting. They can leverage its capabilities to analyze marketing data, create custom dashboards, and generate insights to support strategic decision-making.
- CMOs and marketing executives: Datorama provides marketing leaders with a high-level overview of marketing performance and ROI across different channels and campaigns. It helps them monitor key metrics, identify trends, and assess the overall effectiveness of marketing initiatives.
Datorama’s features and capabilities are designed to streamline marketing data management, improve reporting and analysis, and drive data-driven decision-making within marketing organizations. It caters to businesses of various sizes and sectors, offering them the tools to optimize their marketing efforts and achieve better results.
Why Are Businesses Looking for Datorama Alternatives?
Businesses may consider looking for Datorama alternatives for various reasons. Here are a few common factors that can drive businesses to explore alternative solutions:
- Cost: Datorama’s pricing structure may not align with a business’s budget or be considered cost-effective for their specific needs. In such cases, businesses may seek alternative solutions that offer similar features and functionality at a more affordable price.
- Integration capabilities: Datorama’s integration capabilities may not meet the specific requirements of a business. If a company relies on certain data sources, platforms, or systems that are not compatible with Datorama, they may need to find an alternative solution that seamlessly integrates with their existing infrastructure.
- Features and functionality: Every business has unique needs, and the features and functionalities offered by Datorama may not fully meet those requirements. Businesses may be looking for alternative solutions that offer a more comprehensive set of features or specialize in specific areas that are critical to their operations.
- Scalability and flexibility: As a business grows and evolves, scalability and flexibility become crucial factors. If Datorama lacks the scalability or flexibility required to handle increasing data volumes or adapt to changing business needs, organizations may consider alternatives that better accommodate their growth trajectory.
- User experience and usability: The user interface and overall user experience of a software tool can significantly impact its adoption and efficiency within a business. If users find Datorama’s interface complex, unintuitive, or difficult to navigate, they may seek alternative solutions that offer a more user-friendly experience.
- Support and service: The level of customer support and service provided by Datorama may not meet the expectations of businesses. If users encounter issues or have concerns about the responsiveness or quality of Datorama’s support, they may explore alternatives that offer better support and service.
Best Datorama Alternatives in 2023
Below you’ll find 5 Datorama alternatives. So let’s dive deeper into each of them.
1. Windsor.ai
Windsor.ai is an automated marketing reporting tool that allows you to integrate all your analytics, CRM, and marketing data from more than 70 platforms. Additionally, the platform offers the capability to easily stream this data to spreadsheets for convenient reporting.
Windsor.ai Features
Windsor.ai provides more than ETL and data hosting. It offers attribution modelling functionality. This means that you can give credit to each touch-point in the conversion journey. Other tools look only at the last touch-point.
Feature summary:
- ETL (Extract – Transform – Load) functionality
- Cross-platform data blending
- Attribution modeling
- Transparent pricing
- Extensive library of marketing dashboard templates
- Email and live chat support
Windsor.ai Pricing
Windsor.ai has a transparent pricing. All data sources are included and the API is open to integrate with any extra tool.
Multi-touch attribution and the optimisation suggestions come with every plan.
The Enterprise & Agencies plan contains an enterprise SLA, a dedicated account manager and enterprise onboarding.
- Free Plan
- Free Trial – 30 days
- Basic Plan – 19$/mo
- Standard Plan – 99$/mo
- Plus Plan – 249$/mo
- Professional Plan – 499$/mo
- Enterprise Plan – Ask for a quote
Windsor.ai Rating
On G2, Windsor.ai has a 4.8/5 rating based on 38 public reviews. It is a robust ETL solution, and people don’t complain about it.
Windsor.ai vs. Datorama
Windsor.ai is useful if you want to have an open platform, a complex media buy and a need to store large amounts of data.
Compared to Datorama, Windsor.ai offers customer journey insights, allows you to use your existing BI tools (Looker Studio, Power BI, Tableau, Snowflake, BigQuery, PostgreSQL …) and a more competitive pricing.
If you have in house talent with Datorama knowledge and the budget, it makes sense to go with Datorama.
Try Windsor.ai today
Access all your data from your favorite sources in one place.
Get started for free with a 30 - day trial.
2. Funnel.io
Funnel.io provides a data integration platform with 500+ data sources. It allows you to load data from any marketing platform, normalise it (aka harmonise it) and visualise data in your favourite BI tool (Power BI, Looker Studio, Tableau, …).
Funnel.io Feature Overview
Funnel.io offers an ETL platform. In their terminology they use the abbreviation CTF (Collect-Transform-Feed).
In the transformation stage data cleansing happens. Examples of this can be date transformations (1/3/2023 to 01-03-2023) or the removal of currency symbols. Once done, the data feed is available for visualisation or export to a spreadsheet or data warehouse.
Feature summary:
- ETL (Extract – Transform – Load) functionality;
- Cross-platform data blending;
- Dashboards;
- Live chat support & Help center articles.
Funnel.io Pricing
Funnel.io offers all its features for every pricing plan. So only your ad spend defines how much you’ll pay. Anything above or in case you’re looking for an agency deal, you will need to talk to their sales team.
Funnel.io offers different pricing plans, including:
- Free
- Business from €1000/mo
- Enterprise – talk to sales
Funnel.io Rating
Funnel.io has a solid 4.5 rating based on 105 reviews on G2. Looking a bit more detailed into the reviews, negative reviews are about pricing. All in all, they seem to have happy customers.
Funnel.io vs. Datorama
Funnel and Datorama offer a similar functionality on the data integration side. The number of integrated platforms is similar. We were not able to compare the platforms as Datorama doesn’t have the list available to the public.
Visualisation wise, Funnel does not offer dash-boarding. If you don’t have a BI tool yet and want all from one vendor, Datorama wins this part of the comparison.
Pricing wise Funnel.io wins the comparison by a long way. .
3. Adverity
Adverity offers a data integration and data visualisation platform. Like Datorama, it let’s you connect all marketing data and visualise it in it’s own platform. It also let’s you visualise data in your favorite BI platform such as Looker Studio or Power BI.
As of June 2023 more than 600 data sources are supported.
Adverity Features
Adverity has three pillars to it’s offerings:
- Integration of data sources
- Integration of data warehouses (data destinations in their terminology)
- Visualisation of data in external platforms
By reading reviews it looks like they focus both on providing data integration and dashboards. In contrast to that, on the website most of the content portrays the plaform as ETL only.
They offer 600+ integrations to marketing tools. The data is then pushed into a data warehouse. From there it’s visualised in any BI tool.
Features summary:
- Integration of all marketing data
- Transformation of data and storage in data warehouse of choice
- Making the data available in a business intelligence tool
- Adverity uses an in-memory engine to handle large amounts of data and perform real-time calculations.
Adverity Pricing
Adverity offers different pricing plans, including:
- Standart – €500/mo
- Professional – €2000/mo
Adverity vs. Datorama
Adverity and Datorama have a similar offering. Both have 400+ integrations and offer data integration and data visualisation.
Functionality wise it’s a tie. Pricing wise as there is no pricing information available for Adverity, Datorama wins. Datorama provides a public pricing.
4. Supermetrics
Supermetrics provides lightweight integration to 40+ marketing data sources. It pulls data from marketing sources into BI tools, a data warehouse or spreadsheets. The focus of the software is on PPC, SEO, social and web analytics.
Supermetrics Features
Supermetrics have different products for data destinations. This means that each connector is an own product.
Looking at the website, Google Sheets and Looker Studio are their top integrations.
There is not too much information about their functionality here.To make it simple, Supermetrics extracts data from marketing sources into the above destinations. Other destinations will need to use the Supermetrics API.
Feature summary:
- ETL (Extract – Transform – Load) functionality;
- Cross-platform data blending;
- Email & Forum support.
Supermetrics Pricing
Supermetrics offers a 14-day free trial, but you need to choose your destination first.
The price for Supermetrics depends on the final destination, the number of data sources, the number of accounts per data source, and the users.
For example, the Essential plan for Supermetrics for Google Sheets is $69 per month, billed annually. For this price, you get just 11 predetermined data sources and 5 accounts per data source, weekly automated refreshes, and a space for one user. Any additional data source will come at a price of $29/month. Thus, Supermetrics becomes expensive real quick.
Another problem with the pricing of Supermetrics is that, even if you only want to use just a few of its features, you still have to pay the full price.
It gives you the flexibility to choose what to pay for, but it also can be hard and expensive to get everything you need.
Supermetrics Rating
Supermetrics has a 45 out of 5 stars rating on G2 based on 596 review and most of their clients are happy.
It seems to do the job quite well. Some fo their customers have a few critical points:
- The cusotmer support is hard to get hold of
- The initial setup is complicated and tricky to set up
- The pricing is too complex
Recently there also have been reviews from earlier users which are unhappy with the new pricing (apparently it was increased).
Supermetrics vs. Datorama
This is a difficult one as the platforms are so different. To make it simple: If you want to integrate your data without any transformation or visualisation out of the box, Supermetrics wins.
If you are looking at a single tool to centralised data aggregation and visualisation, choose Datorama.
5. Stitch
Stitch is an advanced ETL solution that is flexible and secure. With an open-source code, it allows to integrate with tools even if they’re not supported. In addition, they offer GDPR and HIPAA compliance. This can be vital for larger business when making a decision, especially healthcare.
Stitch Features
The list seems to be full of features. But those are actually details of their ETL functionality. This explains the complexity of the solution.
Feature overview:
- Extensibility
- Orchestration
- Security & Compliance
- Performance & Reliability
- Embedding
- Transformation & Quality
To simplify, they pull the data from the sources you use into the data warehouse or a reporting tool you need. The platforms encrypts and gives you advanced control over your data.
Stitch Pricing
Stich’s pricing, same with Datorama, depends on how many data rows you have. For up to 5 million data rows/mo, they have a free plan. Bot only “free” data sources are available in the free plan. You can see the integrations here: https://www.stitchdata.com/integrations/sources/.
For more than 5 million rows, the pricing starts from $100/mo.
Stitch Rating
On G2, Stitch has a 4.8/5 rating based on 48 public reviews. It is a robust ETL solution, and people are happy with it.
Stitch vs. Datorama
It depends on the data sources you need and the amount of data you have. If you have up to 5 sources that are on Stitch’s integration list, you can go for a free plan with Stitch.
If you are looking for non marketing data integration and security, Stitch is the recommended choice here. Pricing wise Stitch wins the comparison too.
Other popular Datorama competitors
- Fivetran
- Coupler.io
- Improvado
- Dataslayer.ai
- PorterMetrics
- Tapclicks
- Domo
- NinjaCat
- Databox
Which alternative to Datorama are you opting for?
It’s important to note that the decision to look for alternatives to Datorama or any other software ultimately depends on the specific needs and circumstances of each business.
Different organizations prioritize different factors, and the suitability of an alternative solution may vary depending on individual requirements.
My recommendation for you is to give the tools you see fit a try (the ones with free trials). Many of the competitors in this article focus on different parts of the marketing data landscape.
Some of the tools have crucial features for enterprises, which are not needed for smaller and medium businesses.
Some of the tools provide attribution modeling you might be looking for. I hope this article will help you make an informed decision on which platform to go with.
Are you searching for a Datorama alternative? Contact Windsor.ai for a free 30-day trial
Try Windsor.ai today
Access all your data from your favorite sources in one place.
Get started for free with a 30 - day trial.
Read also:
Google Data Studio vs Power BI: An In-Depth Comparison
Tableau vs Power BI: An In-Depth Comparison