Partnerships / Acquisitions

Salesforce Buys Israeli AI Marketing Platform

Salesforce announced that it has signed a definitive agreement to acquire Datorama, a cloud-based, AI-powered marketing intelligence and analytics platform.

“Salesforce is excited to welcome Datorama’s incredible team to the Salesforce family,” Bob Stutz, chief analytics officer and CEO of Marketing Cloud, said in a press release.

Israeli-based Datorama allows more than 3,000 global agencies and brands — including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare — to optimize marketing campaigns, automate reporting and make data-driven decisions faster.

The company previously raised $50 million in private money and employs 400 people, according to Reuters.

“Salesforce’s acquisition of Datorama will enhance the power of Marketing Cloud with expanded data integration and intelligence, enabling marketers to unlock insights across all of their marketing channels and data sources,” said Stutz. “With one unified view of data and insights, compaies can make smarter decisions across the entire customer journey and optimize engagement at scale.”

Terms of the deal were not disclosed, but Israeli media reported it was worth more than $800 million.

This deal is one way Salesforce is looking towards the future. Earlier this year, its co-founders Marc Benioff and Parker Harris revealed that the company is currently developing a blockchain product and plans to unveil the project at Dreamforce, its annual customer conference, being held from Sept. 25-28 in San Francisco.

Blockchain isn’t the only area Salesforce is focusing on, announcing in March an acquisition of CloudCraze, the enterprise eCommerce startup. In a blog post, Ray Grady, president and chief customer officer at CloudCraze, said the company’s B2B commerce platform — which is built on Salesforce’s cloud platform — enables companies to provide personalized experiences for business customers as they make purchases over the Internet.

And with CloudCraze as part of the Salesforce Commerce Cloud, Grady said Salesforce customers can shift to digital commerce and enable business buyers to shop and purchase online as easily as consumers do.

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