Salesforce Acquires Datorama for Marketing Analytics – Reported Price $800M

Salesforce is beefing up its toolkit to help enterprises identify customers.

Mitch Wagner, Executive Editor, Light Reading

July 16, 2018

2 Min Read
Salesforce Acquires Datorama for Marketing Analytics – Reported Price $800M

Salesforce is buying Datorama, a marketing analytics firm, to help Salesforce provide optimization for marketing campaigns. Calcalist's CTech, an Israeli news site, put the price at $800 million, though the companies did not disclose details.Datorama, based in New York, provides analytics to optimize marketing campaigns, automate reporting and speed up data-driven decision making for global agencies and brands, including PepsiCo, Ticketmaster, Unilever and Foursquare. Salesforce will integrate Datorama into its Marketing Cloud, Salesforce said in a blog post announcing the deal Monday.The deal complements Salesforce's integration with Google Analytics 360 and Marketing Cloud Einstein AI, Salesforce says.(See Salesforce Launches Google Analytics 360 Integration and Salesforce, IBM & Google Relationship Status: 'It's Complicated'.)Figure 1:Now entering its fifth year, the 2020 Vision Executive Summit is an exclusive meeting of global CSP executives focused on navigating the disruptive forces at work in telecom today. Join us in Lisbon on December 4-6 to meet with fellow experts as we define the future of next-gen communications and how to make it profitable.The acquisition will help Salesforce compete in automated marketing against rivals such as Adobe Systems and Oracle. It's a step in Salesforce's multi-year expansion beyond its roots in sales force automation, to incorporate all points of customer contact, including marketing and after-sales service. Salesforce bought ExactTarget for about $2.5 billion in 2013, which formed the foundation of the Salesforce Marketing Cloud. (See Salesforce Gives Inside Sales an Einstein Injection.)Salesforce acquired MuleSoft this year to help enterprises unlock customer information from legacy systems. (See Salesforce Looks to Set Legacy Free With $6.5B MuleSoft Buy.)Salesforce updated Service Cloud Einstein this month, incorporating the Einstein AI service to help enterprises guide their service reps and customers to a speedy and successful service experience. (See Salesforce Sprays AI to Get the Stink off Customer Service.)Datorama was founded in 2012 by Israeli entrepreneurs Ran Sarig, Katrin Ribant and Efi Cohen, according to Calcalist. The company employs more than 300 people, with a New York office, R&D center in Israel and offices in 16 other cities worldwide. Datorama raised $50 million from Lightspeed, Marker and Innovation Endeavors.— Mitch Wagner     Executive Editor, Light Reading

About the Author(s)

Mitch Wagner

Executive Editor, Light Reading

San Diego-based Mitch Wagner is many things. As well as being "our guy" on the West Coast (of the US, not Scotland, or anywhere else with indifferent meteorological conditions), he's a husband (to his wife), dissatisfied Democrat, American (so he could be President some day), nonobservant Jew, and science fiction fan. Not necessarily in that order.

He's also one half of a special duo, along with Minnie, who is the co-habitor of the West Coast Bureau and Light Reading's primary chewer of sticks, though she is not the only one on the team who regularly munches on bark.

Wagner, whose previous positions include Editor-in-Chief at Internet Evolution and Executive Editor at InformationWeek, will be responsible for tracking and reporting on developments in Silicon Valley and other US West Coast hotspots of communications technology innovation.

Beats: Software-defined networking (SDN), network functions virtualization (NFV), IP networking, and colored foods (such as 'green rice').

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