Marketing Cloud Intelligence (previously known as Datorama) is a tool that offers many potential uses. But with those uses comes the uncertainty that you are using the tool to its maximum potential or even correctly. That’s where a Marketing Cloud Intelligence audit can help.
In this blog post, we’ll cover the reasons you should audit your Marketing Cloud Intelligence instance, the steps to take during your audit, and what you should do with the information you gain.
Why would I need a Marketing Cloud Intelligence audit?
There are several reasons you could need an audit, including but not limited to the following topics.
Reason #1. You want to validate the effectiveness of your work within the platform
Having worked with this tool for years, we have seen it all. An Intelligence audit serves as a second set of eyes to ensure your performance is not being stretched or that you are governing your field usage effectively. It can make a serious difference.
Reason #2. You want to explore if you are missing value adds in the platform
Suppose you are already using Marketing Cloud Intelligence for one set use case and not the full suite of features. In that case, an Intelligence audit will review options based on your needs and ask the right questions to ensure you are maximizing value. As a constantly evolving tool, there is always a new data connector, app, or feature to utilize and build value for your team from a few clicks.
Reason #3. API connectors show inaccurate data in reporting/dashboards
It can be discouraging to set up a data flow into Marketing Cloud Intelligence only to find your output from the platform, whether it be reports or visualizations, look off. An audit can guide you on everything from filtering your data to managing redundancies in setup.
Reason #4. Your Marketing Cloud Intelligence instance has mostly sat idle
You can do so much with Marketing Cloud Intelligence, and even automate processes you may not expect. But that is not of help if the platform is sitting empty or unused. An audit will take what you currently have and guide you toward possible uses you may not have explored.
Reason #5. A key admin has recently left your company or organization
Want to understand what your admin was working on and how data flowed before disaster strikes (or perhaps after)? An audit can help put it into clean process flows and documentation that you may be missing, or even help break down existing documentation into usable guidance.
What does our audit look like in practical steps?
After going through lots of Intelligence audits, we’ve come up with a straightforward process that works in most cases.
Every audit will be a bit different (a series of 3,000+ data streams is more complex than a workspace with five streams). But these are the core processes we review during an Intelligence audit.
Step 1. Having a conversation to discover your goals with marketing analytics
With minimal dialogue, we help clients route to what steps are needed to get the most out of Marketing Cloud Intelligence and their larger tech stack.
Step 2. Combining your priorities and our standard template
We center our solutions around clients’ needs, using our standard process as a springboard to ensure there is always something to explore.
Step 3. We share a detailed breakdown of the usage of platform features
We recommend various features to explore such as Einstein Marketing Insights, Reporting, and Dashboards, and how you can maximize their functionalities for the client’s needs.
Step 4. Reviewing premium features, such as Sandbox and Granular Data Center
When you buy into the more complex and pricier features of Marketing Cloud Intelligence, it may be frustrating to find new learning accompanying these tools. We break it all down so those learnings are succinct and easy to follow.
Step 5. Breaking down the impact and effort of platform features
We showcase what tasks are high impact and low effort (and of course other levels of impact and effort) to make sure you get the most out of the platform in a swiftly actionable manner.
What will a Marketing Cloud Intelligence audit provide?
We know that an audit can unlock a powerful set of tools for you, such as the following.
Recommended platform features to utilize
We tailor our audit to your specific needs and make high-level and in-the-weeds recommendations that are centric to your business needs.
A clearer sense of data challenges to explore and recommended fixes
We showcase any glaring issues for you to skip the puzzle-solving and instead work with our tailored guidance to have a steady QA process.
Reducing redundancies for simpler data flow
We make it easy for clients to organize their data streams and remove reporting duplications so they have a clear roadmap to avoid data duplication and increase ease of navigation.
A path forward for using the platform to its full potential
At the end of our audit, you have a simple must-hit checklist based on your needs and a whole set of status updates on platform features and guidance on how to maximize their use when time allows, making a complex journey into a series of steps to explore.
How can I explore an audit with the Sercante team?
We are here to help. Our team includes Marketing Cloud Intelligence system administrator experts and readiness to explore your data to maximum effect.
You can contact our team to explore what your audit could look like and how we can best work together!
