January 28, 2019 - Laurie Sullivan of MediaPost writes: Marketers still struggle to determine what motivates consumers to make a purchase or take another action. Bringing together a variety of data sources allows marketers to follow consumers through the buying process.
Salesforce purchased the artificial intelligence analytics company Datorama for a reported $800 million in July 2018. Since then the company has been working to integrate and build out new services. The company is working to build Datorama into all its services.
The integration now supports the ability to capture, interpret and classify marketing data, along with sales, weather or economic information from hundreds of marketing technology platforms -- and there are hundreds, if not thousands.
The open platform brings in data from all sources. Scott Brinker at Chiefmartec.com estimates there are about 6,829 marketing technology options.
The ability to connect data from any one or more of these systems help marketers to understand the impact data can have on their brands and business. More...