Marc Benioff’s sales and marketing software company Salesforce has announced on Monday it signed an agreement to acquire the Israeli cloud-based artificial intelligence marketing platform Datorama.
Terms of the deal were not disclosed but Israeli media reported the deal estimated at $850 million in cash.
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Datorama has raised to date $50 million from Lightspeed Management Company, Marker, and Innovation Endeavors. It has 16 offices around the world, and 400 employees, about half of them in Israel. Headquartered in New York.
The company’s blog said: “Datorama enables more than 3,000 leading global agencies and brands-including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare to make sense of all of their marketing data across campaigns and channels. By integrating and harmonizing this data, marketers can visualize, analyze, and take action on valuable real-time insights to optimize every marketing investment and activity.”
Datorama also integrated into Amazon’s voice-activated assistant Alexa.
Founder in 2012 by Efi Cohen, Katrin Ribant and Ran Sarig, Datorama has developed an artificial intelligence-powered marketing analytics software that enables advertisers to obtain information about the impact of their campaigns on their revenue.
The company integrates data from all of a company’s advertising on the various advertising channels with sales data in order to present the impact of advertising on sales in real time.
“With one unified view of data and insights, companies can make smarter decisions across the entire customer journey and optimize engagement at scale,” a blog post said. It also added that the deal would benefit its 3,000 customers which include some of the world’s most visible brands.
Datorama product will be integrated into Salesforce’s campaign management and customer relations management platform.
The customer relationship management company said the Datorama deal builds on its partnership with Google Analytics 360 and the work on Salesforce’ artificial intelligence engine known as “Einstein.”
