Cloud computing giant Salesforce has announced its acquisition of marketing analytics platform Datorama, in a deal valued at more than $800 million.
Datorama, which was founded by Israeli entrepreneurs Ran Sarig, Katrin Ribant and Efi Cohen in 2012, develops cloud-based, AI-powered marketing intelligence and analytics for enterprises, agencies and publishers. Working with more than 3000 global agencies and brands including PepsiCo, Ticketmaster, and Unilever, the firm helps optimise marketing campaigns and automates reporting.
Salesforce states the acquisition, which was first announced in July, will strengthen its Marketing Cloud platform with expanded data integration and intelligence.
The software company
hopes it will enable marketers to unlock insights across their marketing channels and data sources, as well as complement its recent innovations including its integration with
Google Analytics 360
and its AI engine known as ‘Einstein’.
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