Although it is SaaS, Datorama is a surprisingly flexible platform that you can make your own. It can be comfortably used as a stand-alone unit supporting simple data storage, data modeling, ETL and visualization or used in conjunction with potentially competitive data management platforms like Azure Databricks or Looker. It serves a number of data use cases, but its primary focus is Performance Marketing. Marketing Cloud Intelligence is often confused as a traditional Business Intelligence, Analytics or Data Visualization platform, but is more accurately defined by data management and to a lesser degree, visual communication capabilities.