Marketing intelligence platform Datorama will join Salesforce’s Marketing Cloud, bolstering its AI and data analytics capabilities.

Overnight Salesforce announced it has agreed to buy Datorama. Financial terms were not disclosed, but Israeli news site Calcalist reported the CRM company paid more than $800 million in cash for its latest acquisition.

Over recent years Salesforce, Adobe and Oracle have all been aggressively acquiring companies to expand their cloud-based marketing and commerce software suites. For Salesforce that included buying Buddy Media for $689 million in 2012, ExactTarget for $2.5 billion a year later and DMP Krux for $700 million in 2016.

Datorama’s products help enterprise customers make sense of marketing data from various campaigns and channels, bringing together data integration, analytics and insights.

Founded in 2012, the company has 3,000 customers including PepsiCo, Ticketmaster, Trivago, Unilever, Pernod Ricard and Foursquare which use Datorama to optimise marketing campaigns, automate reporting and make data-driven decisions faster.

The Israeli company launched in Australia five years ago, at the same time it launched in the US. In an interview with Which-50 earlier this year, Datorama CMO Leah Pope said the local office currently has about 35 people with a plan to be closer to 50 in the next six months.

“Salesforce’s acquisition of Datorama will enhance the power of Marketing Cloud with expanded data integration and intelligence, enabling marketers to unlock insights across all of their marketing channels and data sources. With one unified view of data and insights, companies can make smarter decisions across the entire customer journey and optimise engagement at scale,” the companies said in their respective blog posts announcing the deal.

The acquisition comes almost four months after Salesforce purchased API company Mulesoft for US$6.5 billion.

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