Salesforce announced Monday that it has agreed to buy Datorama, which employs artificial intelligence to provide marketing intelligence and analytics.
Deal terms were not disclosed, but Reuters cites Israeli media reports that it was over $800 million. Although the company is headquartered in New York City, about half of its 400 employees are in Israel. Datorama’s 3,000+ clients include PepsiCo, Ticketmaster, Trivago, Unilever and Foursquare.
While there is no shortage of firms offering analytics and marketing intelligence, Datorama has emphasized it can present the advertising and marketing data from a variety of tools — the company says the average marketer has an average of 70 data streams — inside one cloud-based dashboard, where AI helps generate automated reporting, insights for decision-making and ways to optimize campaigns.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.
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