Datorama

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.