In July, it was reported that Salesforce Marketing Cloud is integrating Datorama, a cloud-based AI outfit, into its platforms.
The premise is that Datorama, which positions itself as the platform where marketers can capture insights across all of their marketing in one place, will be integrated with Salesforce in order to enable advertisers to take the “correct” action – automatically – when consumers engage with their brand, the thinking goes.
That being said, we’re far off this situation; there is so much data floating around on the internet that to expect one platform to be able to collect, normalise and analyse it is a tall order.
This means that, for now, marketers will need to use other tools alongside Salesforce in order to stitch information together. That being said, the acquisition of Datorama hints at Salesforce’s intention to turn themselves into the one-stop-shop for marketers to use in order to take action.