Datorama unifies marketing data from hundreds of sources into a single platform, providing AI-powered insights and visualization tools that enable marketers to optimize campaigns and prove ROI across all channels.
Last updated Mar 8, 2026 by AI Enrichment
- Industry
- Marketing Analytics & Intelligence
- Business Model
- SaaS
- Target Market
- Enterprise
- Employee Count
- 201-500
- Funding
- $77M
- Revenue Range
- $50M-$100M
- Stock Symbol
- NYSE:CRM
- Parent Company
- Salesforce
- API Available
- Yes
Market Position
Leading marketing intelligence platform within the Salesforce ecosystem, serving enterprise marketers
Overview
Datorama is a cloud-based marketing intelligence and analytics platform that helps marketers consolidate, analyze, and visualize data from multiple marketing channels and sources. Founded in 2012, the company built a solution that addresses the challenge of fragmented marketing data by connecting to hundreds of data sources including advertising platforms, social media, CRM systems, and analytics tools. The platform uses AI-powered insights to help marketing teams optimize their campaigns and demonstrate ROI. Salesforce acquired Datorama in July 2018 for a reported $850 million, integrating it into the Salesforce Marketing Cloud suite. Today, Datorama operates as a key component of Salesforce's marketing analytics offerings, serving enterprise marketers who need to unify and analyze data across their entire marketing ecosystem. The platform continues to be marketed and sold as a distinct product within the Salesforce portfolio, maintaining its brand identity while benefiting from Salesforce's enterprise infrastructure and customer base.
Products & Features
Marketing Intelligence Engine
Core platform that connects to 170+ marketing data sources and unifies data for analysis
AI-Powered Insights
Automated insights and recommendations using artificial intelligence to identify optimization opportunities
Data Visualization & Dashboards
Customizable dashboards and reporting tools for visualizing marketing performance
Marketing ROI Analytics
Tools for measuring and attributing marketing impact across channels and campaigns
Key Features
Integration with 170+ marketing data sourcesAutomated data harmonization and normalizationAI-powered insights and anomaly detectionCustomizable dashboards and visualizationsCross-channel attribution modelingReal-time data updatesCollaborative workspace for marketing teamsPre-built connectors for major advertising platforms
Use Cases
Unified marketing performance reporting across all channelsMarketing mix optimization and budget allocationCross-channel attribution and ROI measurementCampaign performance monitoring and optimizationExecutive marketing dashboards and reportingMedia spend analysis and efficiency trackingMarketing data consolidation and governance
Customer Segments
Enterprise brands and retailersDigital marketing agenciesMedia and entertainment companiesFinancial services firmsConsumer packaged goods companiesTravel and hospitality brands