Salesforce (NYSE: CRM), a U.S. customer service software company, signed an agreement to acquire Datorama, an Israeli marketing analytics company, on Monday.
Israeli media reported the deal was worth over USD 800 Million, although the official terms of the deal have not yet been disclosed.
In a blog post from Datorama, Chief Executive Officer and Co-founder, Ran Sarig, Datorama’s data integration and marketing intelligence services will be integrated into Salesorce’s Marketing Cloud product. “With one unified view of data and insights, companies can make smarter decisions across the entire customer journey and optimize engagement at scale,” he said.
Datorama was started in 2012 and has raised USD 50 Million in funding for its customers who rely on the site to extract data from various marketing sources in order to bring everything together to its dashboard. The acquisition of Datorama is in line with the Salesforce mission to help customers integrate their data assets. The Salesforce Chief Executive Officer, Marc Benioff, stated that the ability to integrate both the user interface level and data level will power the company to USD 20 Billion revenue by 2022.
Salesforce has also bought MuleSoft, a hardware developer platform that connects data from multiple systems, in March at a USD 6.5 Billion valuation. Datorama has 3,000 brands and agencies for clients, including Ticketmaster, PepsiCo and Unilever, according to the Salesforce blog post expressing intent to acquire.