Saturday, 16 January 2021

UPDATED: Salesforce ups the Marketing Cloud ante with Datorama acquisition

Salesforce has stepped up its Marketing Cloud game once again, acquiring AI-powered data analytics player, Datorama, in a deal estimated to be worth upwards of US$800 million.

Announced in a blog post by Datorama’s CEO and co-founder, Ran Sarig, said the deal will enhance Salesforce’s Marketing Cloud offering with expanded data integration, intelligence and analytics, further enabling platform users to better access data insights from across the marketing and customer technology systems.

Financial terms were not officially disclosed, although Israeli news site, CTech by Calcalist, has cited the price tag as more than US$800 million, according to sources close to the deal.

“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 technologies used in today’s marketing and consumer engagement ecosystem,” Sarig stated in the blog post.

“For Datorama customers, today’s announcement means more of what you love and have come to expect from Datorama. We will move with greater speed and support.”

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