Salesforce rolled out a revamped version of its customer data on platform on Thursday with additional bells and whistles in the form of smarter segmentation, deeper integrations with Tableau and Mulesoft and expanded partnerships for data activation. “We’re fully embracing the CDP category,” said Robin Grochol, SVP of product management for Salesforce Marketing Cloud. That […]
Datorama, the Salesforce marketing analytics platform, launched an app marketplace Thursday where companies can list new automated data products. AT&T’s Xandr ad unit has one app in the marketplace at launch, which pulls data from the AppNexus demand-side platform (DSP) into Datorama, so it can be analyzed alongside other DSP or ad platform campaign data, […]
Salesforce expanded integrations between its marketing cloud platform and Datorama, the customer data platform it acquired for $800 million last year, the company announced Wednesday at AdExchanger’s Industry Preview in New York City. The new features allow Datorama customers to centralize marketing data from email and social media campaigns for analytics or ad campaign management. […]
Brands that run advanced analytics in-house know they aren’t just owning campaign measurement – they’ll have to mine data from scores, if not hundreds, of vendors, publishers and partners. Trivago’s marketing team was bogged down managing the sheer number of API plugins and rationalizing data from disparate sources. Across the advertising and analytics group, 40 […]
Salesforce has signed an agreement to acquire Datorama, a marketing tech company whose platform connects and consolidates data from different sources, the companies said Monday. The deal is anticipated to close Q3. Terms were not disclosed, though the publication CTech said the offer is for $800 million. “With one unified view of data and insights, […]
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This week on the podcast, Katrin Ribant joins us in the studio for a discussion of the ever-more-complicated data landscape. Ribant spent many years at Havas and helped build its Artemis data platform before co-founding Datorama in 2012. “I was always very interested in the data […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Katrin Ribant, co-founder and chief strategy officer at Datorama. You’re a digital media practitioner, and you’ve joined a company that has decided to in-house its media execution. You are now […]
This is the third in a series on what’s broken in the analytics space. Part one addressed data ownership, part two focused on technology and this story is about people and processes. Part two of this series looked at startups that are trying to unify disparate marketing metrics, but technology can only go so far in solving […]
This is the second in a series on what’s still broken in the analytics space. Part one dealt with data ownership, part two will address technology and part three will focus on people and processes. Even when data ownership issues are resolved between marketers and third-party agencies and service providers, the way in which it is […]
This is the first in a series on what’s broken in the analytics space. Part one deals with data ownership, part two will address technology and part three will focus on people and processes. Like a sports car missing a few key parts, marketing metrics look tantalizingly complete from an outsider’s perspective. But ad tech […]
