Salesforce continues to invest in AI by acquiring startup Datorama for a reported $800 million

Salesforce

Salesforce CEO Marc Benioff is acquiring Datorama.

• Salesforce is acquiring Datorama, a marketing analytics platform that uses artificial intelligence to tell marketers whether or not their outreach is working.
• The deal is worth a reported $800 million, according to the Israel news site CTech.

It's been just two months since Salesforce closed its $6.8 billion acquisition of MuleSoft, the biggest ever in the company's history. But the software giant's acquisition spree yet continues.

On Monday, Salesforce announced its intention to acquire the Israeli marketing intelligence company Datorama. Salesforce will pay upwards of $800 million in cash for the startup, according to the Israeli website CTech.

Datorama is a marketing intelligence and analytics platform that uses insights from AI to help marketers understand which of their marketing campaigns work - and which don't. Its customers include a mix of marketing agencies and brands like PepsiCo, Ticketmaster and Unilever.

Salesforce will integrate the platform into its existing Marketing Cloud, a small but growing segment of the company's product portfolio. Salesforce's Marketing Cloud and Commerce Cloud, which are combined in financial disclosures, accounted for just 13% of the company's $9.7 billion in revenue during fiscal 2018.

Datorama is headquartered in New York, with offices around the world, including Tel Aviv.