Datorama

Datorama, now known as Salesforce Marketing Cloud Intelligence, operates as a cloud-based marketing intelligence and analytics platform. It was founded in 2012 by Ran Sarig (CEO), Efi Cohen (CTO), and Katrin Ribant (CSO). The founders leveraged their extensive prior experience in the advertising technology sector to establish the company. Sarig and Cohen had worked together at MediaMind (formerly Eyeblaster), while Ribant came from Havas Digital, where she led the development of a data management and analytics platform. This collective background provided a deep understanding of the market's need for a unified analytics solution.

The company's core business revolves around providing a Software-as-a-Service (SaaS) platform designed for enterprises, agencies, and publishers. Datorama's business model is centered on helping marketing professionals make sense of vast and siloed data. It generates revenue through subscriptions to its platform, which enables clients to connect and harmonize disparate data sources, visualize performance with dashboards, and derive actionable insights to optimize marketing investments.

The platform's main function is to integrate data from a multitude of marketing channels—such as CRM, social media, and advertising platforms—into a single, unified view. Its technology uses artificial intelligence and machine learning to automate the process of data mapping, harmonization, and classification. Key features include a vast library of API connectors for seamless data integration, a drag-and-drop dashboard builder, and AI-powered insights that highlight key performance indicators and suggest areas for campaign improvement. This allows marketers to analyze campaign effectiveness and return on investment in real time without needing advanced technical skills. In July 2018, Salesforce signed a definitive agreement to acquire Datorama for a sum reported to be between $800 million and $850 million. Following the acquisition, Datorama was integrated into the Salesforce Marketing Cloud, enhancing its analytics capabilities and establishing a Salesforce development center in Israel.

Keywords: marketing analytics, data integration, business intelligence, Salesforce, advertising technology, data visualization, marketing intelligence, AI-powered analytics, cross-channel analytics, SaaS