Salesforce Datorama acquisition to bolster Marketing Cloud

Jesse Scardina | July 20, 2018

Salesforce Datorama acquisition to bolster Marketing Cloud
Salesforce continues piecing together its Marketing Cloud -- this time with the $800 million acquisition of Datorama, an AI marketing software company. The Salesforce Datorama acquisition is expected to enhance the Salesforce Marketing Cloud system and better compete with Adobe -- the CRM software vendor's main competitor in the marketing space. The Salesforce Datorama acquisition marks the fourth purchase for the vendor this year, following its acquisitions of Attic Labs, CloudCraze and MuleSoft. The cost of buying Datorama, according to reports, was about $800 million. Datorama uses AI and machine learning to provide marketing intelligence and analytics to help organizations identify which campaigns work best and what the next best marketing tactic should be. Salesforce appears to be looking to the Israel-based company's technology to bolster its Einstein AI-backed business intelligence software. The move will strengthen Salesforce's portfolio in marketing and analytics, said Ray Wang, principal analyst and founder of Constellation Research.

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