Salesforce Buys Datorama as Marketing Battle With Adobe Heats Up
- Calcalist reports offer of more than $800 million in cash
- Move signals Salesforce’s push to expand marketing software
Salesforce.com Inc., a cloud-based applications software company, is buying Datorama Inc. in an effort to boost its analytics capabilities and compete against rivals like Adobe Systems Inc. and Oracle Corp.
The companies didn’t announce terms of the deal in separate statements Monday. But Israeli news site Calcalist reported Salesforce is offering more than $800 million in cash, citing unidentified people familiar with the transaction. Datorama provides cloud-based, artificial intelligence-powered marketing software for companies including PepsiCo, Ticketmaster, Unilever and Foursquare. The New York-based company, founded in 2012 by Ran Sarig, Katrin Ribant, and Efi Cohen, has previously integrated its software into Alexa, Amazon’s voice-activated assistant.