Salesforce Buys Marketing Intelligence Firm Datorama

Israeli marketing intelligence company and platform Datorama is to be acquired by CRM software giant Salesforce. While terms of the deal have not been disclosed, sources close to the company put the price tag at around $850m.

Datorama's Insights Engine provides visualizations and AI machine learning for clients' marketing analytics, offering a holistic view of all online and off-line data gathered from social media, advertising, marketing, sales and CRM. It also offers SmartLenses - one-click dashboards that deliver real-time KPIs and insights into performance trending, campaign analysis, and segment drill-downs. Two years ago, the firm raised $32m in a Series C round of funding, which it has been using to accelerate its research and development in artificial intelligence, and to expand its machine learning capabilities.

Salesforce says the acquisition will enhance its own marketing cloud with expanded data integration, intelligence and analytics, enabling marketers to unlock insights across Salesforce data; and provide one unified view of data and insights, helping companies make 'smarter decisions' across the entire customer journey and optimize engagement at scale.

Ran Sarig (pictured), Datorama CEO and co-founder, comments: 'With Salesforce, we are excited to expand upon our core mission - to help marketers integrate and gain insight from one single source of data truth. By integrating and harmonizing this data, marketers can visualize, analyze, and take action on valuable real-time insights to optimize every marketing investment and activity'.

Web sites: www.datorama.com and www.salesforce.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.