Salesforce to Acquire Marketing Firm Datorama (SCN)

Salesforce July 16 announced it will acquire New York-based marketing firm Datorama, expanding Salesforce’s cloud, data integration and AI-powered marketing intelligence solutions. Terms of the deal were not disclosed.

Datorama’s cloud-based, AI-powered marketing intelligence and analytics platform is geared toward enterprises, agencies and publishers, and is used by more than 3,000 brands and agencies worldwide, including Pepsi, Unilever, Ticketmaster, Foursquare and more, to both , automate reporting and optimize marketing campaigns.

“Salesforce’s acquisition of Datorama will enhance the power of [our] Marketing Cloud with expanded data integration and intelligence, enabling marketers to unlock insights across all of their marketing channels and data sources,” Bob Stultz, chief analytics officer and CEO of Salesforce Marketing Cloud, wrote in a blog post. “With one unified view of data and insights, companies can make smarter decisions across the entire customer journey and optimize engagement at scale.

“Today’s announcement strengthens Salesforce’s ability to empower brands worldwide to deliver smarter, more personalized and connected customer experiences. It complements recent innovations including our integration with Google Analytics 360 and Marketing Cloud Einstein capabilities.”

Ran Sarig, Datorama’s CEO and co-founder, said the acquisition by Salesforce makes for a perfect fit, helping fulfill the company’s mission of helping marketers integrate and gain insight from their data.

“For Datorama customers, today’s announcement means more of what you love and have come to expect from Datorama,” he said. “We will move with greater speed and support. We couldn’t be more excited about this opportunity.”