- Salesforce is acquiring Datorama, a marketing-analytics platform that uses artificial intelligence to tell marketers whether their outreach is working.
- The deal is worth a reported $800 million, according to the Israeli news site CTech.
It's been just two months since Salesforce closed its $6.8 billion purchase of MuleSoft, the biggest in the company's history. But the software giant's acquisition spree yet continues.
On Monday, Salesforce announced its intention to acquire the Israeli marketing-intelligence company Datorama. Salesforce will pay upward of $800 million in cash for the startup, according to the Israeli news website CTech.
Datorama is a marketing-intelligence and analytics platform that uses insights from artificial intelligence to help marketers understand which of their marketing campaigns work — and which don't. Its customers include a mix of marketing agencies and brands like PepsiCo, Ticketmaster, and Unilever.
Salesforce will integrate the platform into its existing Marketing Cloud, a small but growing segment of the company's product portfolio. Salesforce's Marketing Cloud and Commerce Cloud, which are combined in financial disclosures, accounted for just 13% of the company's $9.7 billion in revenue during fiscal 2018.
Datorama is headquartered in New York but has offices around the world, including in Tel Aviv, Israel.
