“News neutrality by unbiased coverage”
One News Page
> >

With Datorama Acquisition, Integration Rolls On At Salesforce

Video Credit: BeetTV - Affiliate - Duration: 04:32s - Published < > Embed
News video: With Datorama Acquisition, Integration Rolls On At Salesforce

COLOGNE – At Salesforce, the acquisitions keep on coming, most recently that of AI-powered marketing intelligence and analytics platform Datorama.

The company’s ongoing mantra is “integration” and it seems to have no shortage of assets to leverage in that quest.

It all stems from what Chris O’Hara, VP, Product Marketing, calls the “fourth industrial revolution” led by things like data, AI and the internet of things.

“It’s harder for marketers to deliver personalization at scale to consumers and that’s the goal.

So everything we’re doing at Salesforce is really about integration,” O’Hara says in this interview with Beet.TV at the recent DMEXCO conference.

By way of examples, he cites the acquisition of ExactTarget about four years ago with the intention of making email “a very sustainable part of marketing, such that it’s not just batch and blast email marketing but it’s also your single source of segmentation for the known consumer.” The end result was the ExactTarget Marketing Cloud Salesforce Integration.

In late 2016, Salesforce bought a company called Krux and within six months had morphed it into Salesforce DMP.

It was a way to assist marketers in making sense of households “comprised of hundreds of cookies and dozens of different devices” and aggregate them to a single person or households “so can get to the person who makes the decision about who buys a car or what family vacation to take,” O’Hara says.

Salesforce DMP benefits from machine-learned segmentation, now known as Einstein Segmentation, to make sense out of the thousands of attributes that can be associated with any given individual and determine what makes them valuable.

Developing segments by machine replaces “you as a marketer using your gut instinct to try to figure out who’s the perfect car buyer.

Einstein can actually tell you that.” In March of 2018, MuleSoft, one of the world’s leading platforms for building application networks, joined the Salesforce stable to power the new Salesforce Integration Cloud.

It enables companies with “tons of legacy data sitting in all kinds of databases” to develop a suite of API’s to let developers look into that data and “make it useful and aggregate it and unify it so it can become a really cool, consumer-facing application, as an example.” Datorama now represents what O’Hara describes as a “single source of truth for marketing data, a set of API’s that look into campaign performance and tie them together with real marketing KPI’s and use artificial intelligence to suggest optimization.” In addition to driving continual integration, Salesforce sees itself as “democratizing” artificial intelligence, according to O’Hara.

“There’s just too much data for humans to be able to make sense of on their own.

You don’t have to be a data statistician to be able to use a platform like ours to get better at marketing.” This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo.

Please find more videos from the series here.


Recent related news from verified sources

Virsys12 Expands Executive and Consulting Staff: Adds VP, Business Development with Seattle Office, Expands Managed Services Department, Team Grows by 7 Hires in 9 Days

Salesforce Consulting Partner Virsys12, announces the addition of Joe Davila, Vice President of...
Credit: PRWeb - Published - Press Releases

Annum Health Transforms its Business with Silverline and Salesforce

Silverline recognized in annual Salesforce Partner Innovation Awards New York, NY, Oct. 15, 2018...
Credit: GlobeNewswire - Published - Press Releases

'That's an overreach': Adobe and Salesforce promise marketers they can handle their every tech need — but brands don't really want that

· *Adobe, Salesforce and Oracle are building out tech stacks that promise to handle all of a...
Credit: Business Insider - Published - Technology

Salesforce Philanthropy Cloud at Dreamforce

Salesforce Philanthropy Cloud at DreamforceAt the last Dreamforce, Salesforce introduced a new cloud dedicated to philanthropy, and the company...
Credit: CRM Buyer - Published - InternetAlso reported by •SeekingAlphaWall Street Journal

You Might Like

Recent related videos from verified sources

Introducing Fortune's Future 50 List for 2018 [Video]Introducing Fortune's Future 50 List for 2018 01:16

Here are the top U.S. companies on this year's list.

Credit: Fortune - Published

Builder Sues Over $2.2 Billion Salesforce Transit Center [Video]Builder Sues Over $2.2 Billion Salesforce Transit Center 01:35

Wilson Walker reports on lawsuit filed by contractors against Transbay Joint Powers Authority (10-17-2018)

Credit: CBS 5 SF KPIX - Published

Fremont Street Under Salesforce Transit Center Reopens Monday Morning [Video]Fremont Street Under Salesforce Transit Center Reopens Monday Morning 01:42

Fremont Street, which has been closed between Howard and Mission Streets in downtown San Francisco since Sept. 25 after cracks were discovered in a steel beam in the Salesforce Transit Center, will..

Credit: CBS 5 SF KPIX - Published

Thursday 10/11 Insider Buying Report: OCCI, CRM [Video]Thursday 10/11 Insider Buying Report: OCCI, CRM 00:53

Bargain hunters are wise to pay careful attention to insider buying, because although there are many various reasons for an insider to sell a stock, presumably the only reason they would use their..

Credit: Market News Video - Published

Environmentally friendly: One News Page is hosted on servers powered solely by renewable energy
© 2018 One News Page Ltd. All Rights Reserved.
About us  |  Contact us  |  Disclaimer  |  Press Room  |  Terms & Conditions  |  Content Accreditation
 RSS  |  News for my Website  |  Free news search widget  |  Contact us  |  DMCA / Content Removal  |  Privacy & Data Protection Policy
How are we doing? Send us your feedback  |   LIKE us on Facebook   FOLLOW us on Twitter  •  FOLLOW us on Pinterest