Salesforce has agreed to acquire cloud-based marketing intelligence company Datorama for a reported $800 million (A$1.1 billion).
The company provides marketing data analytics services to more than 3,000 clients, including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare.
The platform is used by clients, agencies and publishers to analyse campaign and channel data in real-time.
Datorama CEO and co-founder Ran Sarig said the Salesforce acquisition would allow it to enhance Salesforce’s Marketing Cloud with expanded data integration, intelligence and analytics.
“With one unified view of data and insights, companies can make smarter decisions across the entire customer journey and optimize engagement at scale,” Sarig said.
“For Datorama customers, today’s announcement means more of what you love and have come to expect from Datorama. We will move with greater speed and support. We couldn’t be more excited about this opportunity.”
The transaction is expected to close in the Q3 2019.
In 2016 Salesforce bought DMP Krux. The Krux notch on Salesforce’s bedpost created industry waves, with many heralding the US$700 million move as a big sign of ad tech consolidation waves to come.
At the time it seemed CRM and tech giant Salesforce had been on a mergers and acquisitions spree, spending an estimated US$5-6 billion dollars on a total of 10 companies. But how did the acquisition translate locally in Australia and how has Krux-boss turned MD APAC at Salesforce for advertising, Jo Gaines, been tracking since the move?
See here for more: Jo Gaines on Krux’s milestone moment: 12 months inside Salesforce
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