US company Salesforce has acquired Datorama, and Israeli cloud-based artificial intelligence (AI) marketing platform.
The CRM software behemoth did not disclose details of the deal, but Israeli media reported it to be around $800m (£608m) according to Reuters.
Founded in 2012, Datorama provides cloud-based, AI-powered marketing software and counts PepsiCo, Ticketmaster and Unilever among its 3000 customers.
Ran Sarig, Datorama's CEO and co-founder, wrote in a blog on the company's website that he was excited with the acquisition.
"For Datorama customers, today's announcement means more of what you love and have come to expect from Datorama. We will move with greater speed and support. We couldn't be more excited about this opportunity," he said.
Salesforce, which dominates the CRM market, hopes that its new purchase will bolster its data analytics capabilities, providing more insight to marketers, according to Sarig.
"With one unified view of data and insights, companies can make smarter decisions across the entire customer journey and optimise engagement at scale," he said.
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