Salesforce has signed a definitive agreement of over $800M to acquire Datorama. This acquisition is aimed at enhancing the power of Salesforce’s Marketing Cloud with expanded data integration and intelligence, enabling marketers to unlock insights across all their marketing channels and data sources. With one unified view of data and insights, companies can make smarter decisions across the entire customer journey and optimize engagement at scale.
Datorama customers will be able to leverage the power of the world’s #1 CRM to act on data and insights, delivering smarter engagement across the entire customer journey. Today’s announcement strengthens Salesforce’s ability to empower brands worldwide to deliver smarter, more personalized and connected customer experiences. It compliments recent innovations including Salesforce recent integration with Google Analytics 360 and Marketing Cloud Einstein capabilities.
“With Salesforce, we are excited to expand upon on our core mission — to help marketers integrate and gain insight from one single source of data truth. Datorama provides the leading cloud-based, AI-powered marketing intelligence and analytics platform for enterprises, agencies and publishers. Datorama enables more than 3,000 leading global agencies and brands–including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare to make sense of all their marketing data across campaigns and channels. By integrating and harmonizing this data, marketers can visualize, analyze, and act on valuable real-time insights to optimize every marketing investment and activity.”, said Ran Sarig, Datorama CEO and Co-Founder.
Datorama is the leading global marketing intelligence company and platform. Their technology powers the world’s leading brands, agencies, publishers and platforms. Datorama platform comprises of the following 3 main components:
- Data Integration Engine: Datorama’s Integration Engine is built specifically for marketers and media professionals and serves as the cornerstone of cross-channel marketing intelligence.
Their data integration, data modelling, and semantic layer combine the deepest in-the-box marketing expertise, AI machine learning, and easy extensibility to strike the perfect balance between automation and customization. Connecting and unifying all platforms, tools, and reports in one place becoming simple with smart assistive technology.
- Insight Engine: Datorama’s Insights Engine illuminates marketing intelligence, providing always-on optimization and reporting. The powerful Insight Engine brings striking visualizations and AI machine learning to marketing analytics, giving a holistic view of all of customer’s data and empowering to make smarter decisions. With the Insights Engine, monitor and report on all the marketing data in a unified platform, providing each stakeholder with the right KPIs, trends and drill downs. Then optimize in the moment with AI surfaced insights that shows where to optimize across all the data– all accessible agnostic of the platform.
- Activation Engine: Datorama’s Activation Engine connects the right information to the right people, or systems, activating opportunities for optimization and driving goals day by day. With the Activation Engine, deliver intelligent goal monitoring, enterprise collaboration, and workflow automation across a full array of best-in-breed marketing technologies.
Official announcements about the deal conditions are yet to be confirmed by Salesforce. The acquisition will incorporate the capabilities AI and data analysis on the Salesforce platform thus keeping abreast with the current technology fad of Artificial Intelligence and deep learning along with the native Salesforce Einstein. More information about the deal can be found here.