Another major hightech exit was announced on Monday, as Salesforce moved to acquire Datorama in a deal estimated at $850 million, Globes reported.
Datorama software enables advertisers to monitor the impact of their campaigns on revenue. The company compares promotional data with sales figures to allow management to evaluate ad efficacy in real time.
Salesforce intends to integrate Datorama’s product into its campaign management and customer relations management platform, something the two companies have already been doing.
Datorama employs 400 people in 17 offices around the world, a little less than half the workforce in Israel.
Salesforce plans to establish an Israeli development center building on existing Datorama personnel who will join Saleforce’s Marketing Cloud development team.
In a statement released on Monday, Datorama co-founder and CEO Ran Sarig said: “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. Datorama provides the leading cloud-based, AI-powered marketing intelligence and analytics platform for enterprises, agencies and publishers.”
“Datorama enables more than 3,000 leading global agencies and brands-including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare to make sense of all of their marketing data across campaigns and channels. By integrating and harmonizing this data, marketers can visualize, analyze, and take action on valuable real-time insights to optimize every marketing investment and activity.”