Salesforce Buys Datorama as Marketing Battle With Adobe Heats Up
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. Shares of Salesforce were little changed, 147.56 at 11:01 a.m. in New York trading. As Salesforce’s core sales cloud has saturated the customer-relationship management tool market, which it dominates, the San Francisco-based company has sought to drive growth in other areas, including marketing. Ever since, it’s been battling Adobe and Oracle to become the definitive tool for marketers trying to understand how best to sell products and services in a fickle digital landscape. For Salesforce, the acquisition of Datorama is meant to bolster the company’s data analytics capabilities, so it can provide more useful insights to marketers as they target customers.