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Salesforce buys Israeli marketing analytics firm Datorama for $850 Million

by  Ariel Whitman , News Agencies and ILH Staff
Published on  07-17-2018 00:00
Last modified: 11-21-2021 15:50
Salesforce buys Israeli marketing analytics firm Datorama for $850 Million

Datorama founders Ran Sarig and Efi Cohen

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U.S. sales and marketing software giant Salesforce ‎announced Monday that is has signed an agreement to ‎acquire Datorama, which develops cloud-based artificial intelligence-powered marketing analytics software.

Israeli media reported the deal was worth some ‎‎$850 million, but neither company would confirm the ‎details.‎

Salesforce has been a key beneficiary of so-called ‎digital transformations, a growing trend in which ‎companies move their operations onto lower cost ‎cloud-based services that offer more scalability.‎

Founded in 2012 by entrepreneurs Ran Sarig and Efi ‎Cohen and advertising executive Katrin Ribant, ‎Datorama has more than 3,000 international ‎customers, including PepsiCo, Ticketmaster, Trivago, ‎Unilever, Pernod, GoDaddy, L'Oréal, ‎Ricard and Foursquare, to name a few.‎

The Tel Aviv-based firm has 17 offices worldwide and ‎employs 400 people. It is expected to remain ‎headquartered in Israel, where it will operate as a ‎Salesforce research and development unit.‎

Datorama has developed a platform that enables ‎advertisers to gather data about the impact their ‎campaigns have on their revenue. The company ‎integrates data from all of a company's advertising ‎and sales channels to present the impact of ‎advertising on sales in real time. ‎

Salesforce plans to integrate Datorama's product ‎into its campaign and customer relations management ‎platforms. ‎

‎"With Salesforce, we are excited to expand upon on ‎our core mission – to help marketers integrate and ‎gain insight from one single source of data truth," ‎Sarig said in a statement.‎

‎"Salesforce's acquisition of Datorama will enhance ‎Salesforce's Marketing Cloud with expanded data ‎integration, intelligence and analytics, enabling ‎marketers to unlock insights across Salesforce data ‎and the myriad of technologies used in today's ‎marketing and consumer engagement ecosystem. With ‎one unified view of data and insights, companies can ‎make smarter decisions across the entire customer ‎journey and optimize engagement at scale.‎

‎"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."‎

Speaking with Israel Hayom, he said, "It's amazing ‎‎that a concept we came up with six years ago has ‎‎evolved to where we are today. Datorama ‎will ‎continue ‎to climb to new heights. We plan to develop ‎the R&D center in Israel and become a leading ‎technology center."

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