Datorama, Inc.

Datorama, Inc. is a marketing analytics platform specializing in unifying marketing data, providing insights that enhance campaign performance, optimize budgets, and improve profitability for businesses across various industries. Founded in 2012 and headquartered in New York, US, Datorama, Inc. operates as a marketing analytics solution provider.

The company was acquired by Salesforce, Inc. in July 2018 for approximately USD 800 mn. With this acquisition, it became a part of Salesforce's suite of marketing tools. No notable changes in business strategy have been reported since its inception.

Datorama's products focus on marketing analytics solutions, primarily through the Marketing Cloud Next platform. This platform consolidates marketing data for users, enabling them to gain insights that improve campaign performance. It automates data processing through a library of 170 prebuilt API connectors and a universal AI connector for flat-file sources, addressing the needs of high-growth companies seeking personalized customer journeys across various marketing channels. Revenue is generated through a subscription model for access to Datorama's marketing analytics services.

The pricing structure includes tiered options based on user count and data volume. Organizations managing up to 20 million data rows may pay approximately USD 10,000 per month for access to the platform. This model supports predictable revenue streams while fostering long-term relationships with business clients. With the acquisition completed in July 2018, Datorama plans to leverage Salesforce's resources to enhance its product offerings and expand its market reach.

New products are being developed with the aim of enhancing marketing analytics capabilities, although specific release dates have not been disclosed. The company intends to target expansion into additional regions, including Europe and Asia, by 2024, utilizing the USD 800 mn funding from the acquisition to support these initiatives.