As of July this year, Salesforce officially acquired Datorama. This is great news for Marketing Cloud as it means Salesforce is able to utilise the marketing platform and it’s AI-intelligence to make improvements to the current Marketing Cloud.
What is Datorama?
Datorama was created with the purpose of being a consolidated interface to benefit marketers in their campaigns and analysing efforts. With more than 3,000 top brands under their belt, including Unilever and PepsiCo, it becomes obvious as to why Salesforce offered an estimated $800 million for the transaction.
What does this mean for the two companies?
In terms of Marketing Cloud, this means users will gain access to new insights into their marketing efforts for an in depth understanding at every stage. Datorama Customers on the other hand, will now be introduced to the Salesforce way of thinking and create a smarter service for all it’s customers.
How does this help Salesforce?
With attributes such as compatibility with Amazon Alexa and other voice activated technology, Datorama could potentially bring new areas of potential growth to Salesforce Marketing Cloud. This is clearly a step forward for Salesforce in terms of marketing efforts and should prove effective for users in the near future. The move was in an effort to top Adobe Systems and Oracle, allowing Salesforce to become incredibly competitive.