World’s no.1 CRM provider, Salesforce has acquired Israeli marketing intelligence firm Datorama to accelerate its AI initiatives. Though the financial terms of the deal were not disclosed, but few reports indicate that the deal is worth more than $800 million.
Salesforce has been a key player in the world of digital transformation which is transforming companies to move their business to the cloud platform in order to bring more scalability.
Datorama’s cloud-based AI platform has been used by many marketers to connect and draw business insights from data that can be used to optimize workflows and offer more personalized customer services. Currently, Datorama has more than 3,000 global customers and employs over 400 people. They previously raised $50 million in private money.
Salesforce aims to use this acquisition to reinforce its own data analytics inclinations within its Marketing Cloud. Datorama’s platform will support and integrate with Google Analytics 360 and Salesforce’s Marketing Cloud Einstein to take Salesforce’s AI initiatives to the next level.
Datorama CEO and co-founder Ran Sarig said in a blog that; “This deal will enable their company to move with higher rate while increasing data intelligence for Salesforce customers. Salesforce’s acquisition of Datorama will enhance Salesforce’s Marketing Cloud with expanded data integration, intelligence, and analytics, enabling marketers to unlock insights across Salesforce data and the myriad of technologies used in today’s marketing and consumer engagement ecosystem,” Sarig added.
Earlier this year, Salesforce has acquired Mulesoft & Cloudcraze in March. Datorama’s deal will be their third biggest acquisition of this year. Adding to this, they also integrated Google Analytics 360 & their Einstein service. This suggests Salesforce’s plan to strengthen their AI platform.