Datorama
Datorama is a marketing intelligence platform that unifies cross-channel paid and owned marketing data for enterprise marketers. Acquired by Salesforce in 2018, it now operates as Marketing Cloud Intelligence within Salesforce's Marketing Cloud portfolio, offering 170+ connectors and AI-powered analytics.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Datorama does
Datorama is a marketing intelligence and analytics platform that unifies cross-channel performance data for enterprise marketers. Founded in 2012 in New York and now operating with 501-1,000 employees, the company was acquired by Salesforce in 2018 and subsequently rebranded as Marketing Cloud Intelligence in 2024. The platform ingests paid and owned marketing data via 170+ pre-built API connectors, then applies a pre-built semantic data model powered by Tableau Semantics to automate data transformation, mapping, and modeling across Google, Meta, LinkedIn, and other ad platforms.\n\nThe product family now spans Marketing Cloud Intelligence (the rebranded Datorama platform serving complex multi-source enterprise deployments) and the newer Marketing Intelligence product built natively on Salesforce's Headless 360 platform. Core capabilities include multi-touch attribution, full-funnel path exploration, predictive forecasting, anomaly detection, and AI-driven features such as Agentforce Paid Media Optimization (autonomous campaign monitoring and pausing) and Conversational Analytics (generative AI natural-language querying). The stack integrates natively with Salesforce Data 360 (CDP), Marketing Cloud Next, Tableau Next, Slack, MuleSoft, and Informatica.\n\nDatorama generates revenue primarily through enterprise subscription licensing, with custom quote-based annual contracts negotiated by Salesforce's enterprise field sales team. Revenue is supplemented by professional services for implementation and transformation. Pricing is not publicly disclosed; mid-market and SMB buyers can access entry-level entry points through Salesforce's Starter Suite and Developer Edition free trials.
Datorama firmographics
Firmographics- Name
- Datorama
- Legal name
- Datorama
- Website
- https://datorama.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Acquired
- Headcount range
- 501–1,000 employees
- Short description
- Datorama is a marketing intelligence platform that unifies cross-channel paid and owned marketing data for enterprise marketers. Acquired by Salesforce in 2018, it now operates as Marketing Cloud Intelligence within Salesforce's Marketing Cloud portfolio, offering 170+ connectors and AI-powered analytics.
- Ownership category
- akta.pro rank
Datorama industry classification
Industry- Product category
- Marketing Analytics Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Metadata, Catalog & Semantic Layer for Data Platforms (HDAEABAJ)
- akta.pro secondary industries
- Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs) (HDAEANAH), Database/Application Data Layer Modernization (DB migration, ORM, caching) (BPAEAFAL)
Keywords
Where Datorama is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Datorama business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Marketing Cloud Intelligence Subscription: Enterprise-scale subscription licensing for marketing analytics platform, typically structured as annual contracts with custom pricing based on data volume and feature requirements.
- Professional Services: Implementation, innovation, and transformation services provided by Salesforce experts for enterprise deployments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise Custom Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels13 records
Datorama product offering
Product offeringCore offering
Datorama, now operating as Marketing Cloud Intelligence within Salesforce, is an enterprise marketing analytics platform that ingests, unifies, and analyzes marketing performance and attribution data across 170+ paid and owned channels. Built natively on the Headless 360 platform with a Tableau Semantics-powered pre-built semantic data model, it delivers automated data preparation, multi-touch attribution, predictive forecasting, and AI-driven campaign optimization through Agentforce agents and generative-AI conversational analytics for enterprise and mid-market marketers.
Product overview
Datorama was acquired by Salesforce and rebranded as Marketing Cloud Intelligence, which operates alongside the newer Marketing Intelligence product. Marketing Cloud Intelligence (formerly Datorama) is an enterprise-scale platform for complex, multi-source marketing analytics, while Marketing Intelligence is a next-generation product built on Salesforce's Headless 360 platform with pre-built semantic data models and Tableau Next visualizations. Both products are part of Salesforce's broader Marketing Cloud portfolio and integrate with Data 360 (CDP), Marketing Cloud Next, and Agentforce AI capabilities including Paid Media Optimization and Conversational Analytics. The product family supports 170+ pre-built API connectors for cross-channel data unification, full-funnel attribution, and AI-powered campaign optimization.
Differentiator
Problem solved
Functional benefit
Products and services
- Marketing Cloud Intelligence (formerly Datorama) Enterprise-scale marketing analytics platform that connects performance and attribution across multiple channels for complex, multi-source analytics needs. Designed for large organizations requiring unified cross-channel reporting, multi-touch attribution, and ROI measurement across paid and owned marketing data.
- Marketing Intelligence Salesforce's next-generation marketing analytics product built natively on the Headless 360 platform, featuring a pre-built semantic data model powered by Tableau Semantics and Tableau Next visualizations. Unifies cross-channel insights, connects to business data, and embeds Agentforce AI capabilities for real-time campaign optimization.
Quantifiable outcome
- Automated pause of underperforming ads when metrics fall below defined thresholds
- +2 more outcomes
Companies that use Datorama
Customer profileSegments3 records
Ideal customer profiles3 records
Datorama technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability8 records
Feature8 records
Datorama partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and supporting.
- Googlecore170+ pre-built API connectors available for Google platforms, integrating Google Ads and other Google marketing data into unified Marketing Intelligence dashboards.
- Meta (Facebook)corePre-built connectors integrating Meta Ads performance data into Marketing Intelligence for unified cross-channel analytics.
- LinkedIncorePre-built API connectors available for LinkedIn marketing data integration.
- TableaucoreNative integration with Tableau Next dashboards and Tableau Semantics for automatic data transformation and visualization.
- SlackcoreConversational Analytics integration with Slack allowing AI-powered insights delivery where work happens.
- MuleSoftsupportingFlow automation and integration capabilities supporting Marketing Intelligence data pipelines.
- InformaticasupportingEnterprise data management integration through Informatica partnership within Salesforce Data 360 ecosystem.
- AgentExchange PartnerssupportingEcosystem of implementation partners and consulting partners for deploying and customizing Marketing Intelligence solutions.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Datorama competitors and assessment
Company assessmentDirect peers
- Adobe Analytics: Adobe Analytics is a leading cross-channel marketing and customer analytics platform within Adobe Experience Cloud. It competes directly with Marketing Cloud Intelligence in multi-touch attribution, cross-channel performance measurement, and enterprise marketing ROI analytics.
- Google Analytics 4: Google Analytics 4 is Google's cross-platform analytics product offering event-based tracking, attribution, and audience building. It overlaps with Marketing Cloud Intelligence on multi-channel marketing analytics and integrates with Google Ads/Marketing Platform data.
- ThoughtSpot: ThoughtSpot is an AI-powered analytics platform enabling natural-language querying and embedded analytics on enterprise data. It overlaps with Marketing Cloud Intelligence's Conversational Analytics and Tableau Next-style AI-assisted insights capabilities.
Broad incumbents
- HubSpot Marketing Hub: HubSpot Marketing Hub is a broad marketing platform with built-in campaign analytics, attribution, and reporting for mid-market and enterprise customers. It overlaps with Marketing Cloud Intelligence in marketing performance analytics while serving a wider inbound marketing workflow.
Emerging players
- Improvado: Improvado is a marketing data aggregation and analytics platform that centralizes data from 500+ marketing and sales sources into a single reporting layer. It is a focused emerging competitor in multi-source marketing data unification and cross-channel performance reporting.
- Supermetrics: Supermetrics pulls marketing data from dozens of ad, analytics, and social platforms into spreadsheets, BI tools, and data warehouses. It overlaps with the connector and data-pipeline layer of Marketing Cloud Intelligence, especially for performance marketers.
- Funnel.io: Funnel is a marketing data hub that automates the collection, transformation, and delivery of marketing data to BI tools, warehouses, and dashboards. It directly competes with Marketing Cloud Intelligence's data pipeline and cross-channel harmonization capabilities.
- Triple Whale: Triple Whale is a DTC-focused marketing analytics platform combining ad spend, attribution, and customer LTV in a unified dashboard. It is a niche emerging competitor in cross-channel marketing performance analytics for high-velocity commerce brands.
- Mixpanel: Mixpanel is a product and marketing analytics platform offering event-based analysis, funnels, and attribution for digital engagement. It overlaps with Marketing Cloud Intelligence in cross-channel performance tracking and self-serve analytics.
- Amplitude: Amplitude is a digital analytics platform providing product, marketing, and behavioral analytics with cohort and attribution analysis. It is an adjacent competitor in cross-channel marketing and customer journey analytics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Datorama social profiles
Digital presenceDatorama financial estimates
Financial estimateRevenue estimate
Valuation estimate
Datorama leadership team
Management profileNumber of profiles
Datorama funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Datorama M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Datorama
What does Datorama do?
Datorama, now operating as Marketing Cloud Intelligence within Salesforce, is an enterprise marketing analytics platform that ingests, unifies, and analyzes marketing performance and attribution data across 170+ paid and owned channels. Built natively on the Headless 360 platform with a Tableau Semantics-powered pre-built semantic data model, it delivers automated data preparation, multi-touch attribution, predictive forecasting, and AI-driven campaign optimization through Agentforce agents and generative-AI conversational analytics for enterprise and mid-market marketers.
Is Datorama a public or private company?
Datorama is a private company. It is classified as corporate owned and is currently acquired.
When was Datorama founded?
Datorama was founded in 2012. It employs 501 to 1,000 people.
Where is Datorama based?
Datorama is headquartered in New York, United States, in the North America region.
How does Datorama make money?
Two revenue lines are on record. Marketing Cloud Intelligence Subscription is the primary driver. The others are professional Services.
Who are Datorama's main competitors?
Direct peers on record are Adobe Analytics, Google Analytics 4 and ThoughtSpot. HubSpot Marketing Hub is listed as a broad incumbent. Emerging players are Improvado, Supermetrics, Funnel.io, Triple Whale, Mixpanel and Amplitude.
Does Datorama have an API?
Yes. Marketing Intelligence includes 170+ pre-built API connectors to bring data from Google, Meta, LinkedIn, and other paid channels into a single unified view. The platform supports flat-file source connectors and provides pre-built marketing semantic data model that automatically normalizes data the moment sources are connected.
What industry is Datorama in?
Datorama's product category is Marketing Analytics Software. Its primary akta.pro industry code is HDAEABAJ, Metadata, Catalog & Semantic Layer for Data Platforms, with a secondary code of HDAEANAH, Enterprise AI Data & Knowledge Platforms (Vector Databases, Knowledge Graphs). Its NAICS code is 5132 and its SIC code is 7370.