Datorama

Overview

Datorama, now part of Salesforce Marketing Cloud Intelligence, is a marketing analytics platform that aggregates performance data from advertising, email, social media, and other marketing channels into unified dashboards and reports. It provides marketers with cross-channel visibility into campaign effectiveness.

What This Script Does

Datorama primarily operates through server-to-server API connections, pulling data from connected marketing platforms into its analytics engine. When browser-side components are present, they may load embedded dashboard visualizations or collect supplementary website interaction data to enrich marketing reports. The platform's core function is data aggregation and visualization rather than direct visitor tracking, though any client-side presence does involve loading external resources from Salesforce servers.

Consent & Compliance

When Datorama operates purely as a backend data aggregation service with no browser-side scripts, consent considerations are minimal since no visitor data is directly collected from browsers. However, if embedded components or tracking pixels are present on visitor-facing pages, they may process page view data or interaction signals that qualify as personal data under GDPR. Any client-side data collection for marketing analytics purposes requires a lawful basis, typically consent, as it serves the site operator's commercial interests rather than visitor needs.

Should You Block This Without Consent?

Yes. When Datorama components are present in the browser, they collect marketing analytics data that is not essential for website functionality. Even though much of Datorama's operation happens server-side, any client-facing scripts or pixels should be blocked until the visitor has provided consent for analytics and marketing data processing.