Adverity Vs Datorama: a Detailed Overview for 2024

Are you juggling tens of business data sources in an attempt to make wise decisions that actually push you forward? Or maybe you regularly waste hours on email marketing audits? Forget that. Let’s save you time (and headaches) with marketing intelligence platforms that unify data points and create a single source of truth for data-driven decision-makers like yourself.

Read our Adverity vs Datorama analysis to learn all you need about these two popular tools’ features, pricing options, integrations and user reception. We also have an attractive third option that will be a lifesaver if your main marketing focus is email analytics.

What is Adverity?

Adverity is a tool that integrates different data sources and automates data management. It offers a selection of over 600 pre-built connectors (including solutions like Amazon Advertising, Facebook Ads, Google BigQuery and Shopify) and makes generating insights easier. 

The solution offers AI/automation features and powerful, flexible data transformation – you can combine datasets, map values, standardize, enrich and edit multiple columns based on predefined conditions.

See also: Adverity vs Supermetrics

What is Datorama?

Datorama – acquired by Salesforce in 2018 and currently known as Marketing Cloud Intelligence – is a cloud-based marketing analytics tool and an Adverity alternative that allows businesses to unify data sources, visualize critical information and automate reporting. The platform’s AI capabilities also help companies generate insights to uncover opportunities, optimize campaigns and boost ROI.

Marketing Cloud Intelligence is also a part of a well-known, comprehensive software suite so it can be a good choice for data analysts already investing in it.

See also: Datorama competitors

Adverity vs Datorama: How they compare

Now that we’ve introduced both platforms let’s see how they compare. We’ll consider their features, integrations, pricing options, customer support and ratings on review sites.

Features

Adverity offers the following features:

• Connection – Use automated data integration to collect and integrate information from any data stream of over 600 sources. Customize the view with additional fields and higher granularity.
• Reports – Work with ready-made templates to generate reports regarding specific metrics or dimensions.
• Management – Monitor all the information from one place. Standardize data with transformation templates.
• Sharing – Send your data to BI tools (Power BI, Looker, etc.), storage (e.g. an SQL database) or other apps (HubSpot, Adobe Experience) and sync data automatically.
• AI Integration – Access AI-assisted data dictionary, mapping, harmonization and transformation. Use smart naming conventions, automated monitoring and data integration, and share data with AI tools such as ChatGPT to interpret insights.

Here’s Marketing Cloud Intelligence’s feature set:

• API connector library – Connect to over 170 data sources to access data from one place. Increase efficiency thanks to turnkey installation and always-on updated connector maintenance.
• Universal connector for any data source – Connect to data streams quickly without using an API thanks to an AI-enhanced universal connector.
• Automated data preparation – Enrich and classify your data, use automated maintenance alerts etc.
• Einstein marketing insights – Focus on specific KPIs and generate insights with the use of the Einstein AI tool.
• Optimization – Analyze historical performance data to improve ROI, create media plans, run scenario simulations etc.
• AppExchange apps, widgets and connectors – Expand the platform capabilities with approved partner-made applications, connectors and widgets.
• Data analytics built for marketers – Customize your view and specify the level of detail to go as in-depth as you need.
• Database and tableau exporting – Easily export your data with just a few clicks or push it to PostgreSQL, Snowflake or Google BigQuery.
• Insights in Slack and beyond – Share marketing insights via Slack. Embed dashboards, download widgets and schedule updates.

Both platforms allow users to connect various sources (marketing tools, advertising platforms etc.) and unify, analyze, normalize, transform, enrich and export marketing data. Both also offer AI enhancements and automation. However, users on G2 often note Adverity’s complexity, lack of intuitiveness and a learning curve. Marketing Cloud Intelligence provides more customization options thanks to Salesforce AppExchange.

Integrations

Adverity offers over 600 connectors to various tools, including well-known solutions such as Google Ads, Facebook Ads, Instagram Business, Shopify and LinkedIn Ads.

Datorama provides around 170 API connectors. The website mentions that the solution supports “every major advertising, commerce, CRM and database vendor” but doesn’t provide a comprehensive list. Only some data sources, such as Facebook Ads, Gartner or Google Analytics, are mentioned. However, you can also use custom and universal connectors to access any flat file and upload data from a source without data connectors.

Overall, Adverity has an advantage in terms of API connectors. However, Datorama is more flexible and part of an established software suite, which could be an advantage for companies that use Salesforce software.

Pricing

Adverity doesn’t offer pricing information on the website.

Salesforce Marketing Cloud Intelligence has three pricing plans:

• Starter – €3,000/org/month, billed annually (with 10 users and 3 million data rows)
• Growth – €10,000/org/month, billed annually (with 20 users and 20 million data rows)
• Plus – Custom pricing (with 80 users and 100 million data rows)

Without Adverity’s pricing information, it’s hard to ascertain which of the tools has an advantage in this area (though Marketing Cloud Intelligence is more transparent of the two).

However, it’s also worth pointing out that high price is one of the things most often mentioned as a negative in Salesforce Marketing Cloud Intelligence reviews on G2 and Capterra (and it doesn’t seem to be a problem for Adverity’s users).

Customer support

Adverity has a support page with useful documents and video guides. A dedicated customer support team is available 24/7 that responds to queries within 45 minutes.

Datorama offers a customer support page with various tutorials and troubleshooting articles. You can report problems directly through the website or contact the company via phone or chat, but there’s no mention of 24/7 support.

Based on reviews on G2 and Capterra, users of both platforms enjoy the quality of customer support.

User rating

PlatformG2CapterraAdverity4.5 (225 reviews)4.5 (26 reviews)Marketing Cloud Intelligence (Datorama)4.2 (136 reviews)4.2 (496 reviews)

SEINō: Adverity and Datorama alternative for email analytics

Image source: G2

Adverity and Datorama are solid options for general use, but what if your digital marketers need a specialized email analytics tool? That’s where SEINō comes in. It helps you manage email campaigns, track key metrics and optimize subscriber engagement and development. It’s also easy to integrate with other solutions, such as Deployteq, Selligent or Salesforce Marketing Cloud.

Features

Here’s a more detailed description of what you can do with our software:

• Campaign benchmarks – View multiple campaigns in one window to easily compare results and evaluate what works best to simplify email campaign management.
• Transactional metrics platform – Track total and per-client revenue, number of transactions, average order value and other transactional metrics that many solutions don’t let you monitor.
• Subscriber list monitoring – Manage subscriber lists and customer base development.

• Advanced A/B tests – Send the same email to two audiences or send two campaigns to the same group to evaluate which approach gets better results.
• Powerful analytics – Track email conversion rate, bounce rate, open rate, click-through rate, deliverability and other email marketing metrics, with customizable targets for each of them.
• Automatic alerts – Use notifications to alert you of trends and changes (increased unsubscribe rate, a drop in deliverability etc.).

• Data export – Export your data to CSV or Excel formats, download the files and share them easily.
• Visual dashboards and graphs – Create graphs and use a customizable email marketing dashboard to visualize and analyze data.

• Data filtering and segmentation – Pivot, target and group your data using SEINō’s segmentation and filtering options.

Integrations

SEINō integrates with various email marketing automation tools and other solutions, including MailkKit, Selligent, MailChimp, BigQuery, SMTPeter and Google Analytics. 

Pricing

SEINō offers the following pricing options:

• Basic – €59/month ($590/year with annual billing)
• Standard – €129/month ($1290/year with annual billing)
• Pro – €199/month ($1990/year with annual billing)
• Enterprise – €499/month ($4990/year with annual billing)

Customer support

We always strive to provide the best customer support we can. Contact us via email or phone and tell us what you need. Our team can help you customize your dashboard, set up integrations and resolve any problems you encounter.

Case studies

Here are several case studies highlighting the advantages SEINō offers.

Adverity vs Datorama vs SEINō: Comparison table

Conclusion

Adverity and Datorama (Marketing Cloud Intelligence) are data platforms, each with its distinctive strengths. The former offers plenty of built-in API connectors, whereas the latter leverages the Salesforce ecosystem to good effect. 

However, if your business specializes in email marketing, there’s a better option. SEINō is an intuitive and powerful analytics tool for monitoring email marketing KPIs and metrics (including transactional metrics!), running A/B tests, managing campaigns and more. 

Interested? Learn more about SEINō or schedule a free demo!

FAQ

What is Datorama called now? Datorama was acquired by Salesforce and is now known as Marketing Cloud Intelligence / Marketing Analytics Software.  

What is the purpose of Datorama? Datorama allows you to visualize and map data from various data sources (CRM system, e-commerce platform etc.) in one place and then transform and enrich it to draw actionable insights.

How much does Datorama cost? Datorama (Salesforce Marketing Cloud Intelligence) prices start at €3,000/org/month.