NEWS18 July 2018

Salesforce to acquire Datorama

Data analytics Media Middle East and Africa News North America

US – Global CRM company Salesforce has agreed to acquire Israeli AI and marketing analytics platform Datorama.

Salesforce office building

Datorama’s AI platform brings together brands’ marketing data, allowing businesses to automate reporting and optimise marketing campaigns. Clients include PepsiCo, Unilever and Pernod Ricard. 

The deal will improve Salesforce’s Marketing Cloud’s data integration and intelligence capabilities. The terms of the transaction were not disclosed, but local Israeli media reported it at $800m.

Salesforce recently integrated with Google Analytics 360 and said the acquisition would boost this partnership, alongside its AI capability Marketing Cloud Einstein.

Ran Sarig, chief executive and co-founder of Datorama, who announced the news in a blog post, wrote: “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.”