Salesforce buys AI marketing platform Datorama

Salesforce has arranged to acquire Datorama, an Israeli cloud-based artificial intelligence marketing analytics platform provider with a presence in Australia.

Datorama has developed a cloud-based, AI-powered marketing intelligence and analytics platform to help enterprises, marketing agencies and publishers make sense of all their marketing data across campaigns and channels.

The company counts more than 3000 customers, including agencies and global brands such as PepsiCo, Trivago, Unilever, Pernod Ricard, Ticketmaster and Foursquare. Datorama has around 400 employees at 16 offices around the world, including one in Sydney.

Terms of the acquisition were not disclosed, but Israeli reports indicate that the deal could have been worth more than US$800 million ($1.08 billion).

Salesforce plans to use the acquisition to enhance its Marketing Cloud platform with expanded data integration, intelligence and analytics capabilities, providing customers with a unified view of their marketing data and insights.

Announcing the deal, Datorama CEO and co-founder Ran Sarig said the resources of Salesforce will allow the company to move with greater speed and support.

“We couldn’t be more excited about this opportunity,” he said.

Image credit: ©stock.adobe.com/au/Nmedia

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