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Salesforce Marketing Cloud is integrating Datorama, a cloud-based AI outfit that the company acquired for a reported $800 million in July, into its platform.

The news, released at DMEXCO on Wednesday, is no surprise, but it highlights where cloud-based platforms such as Salesforce, Adobe, Oracle and others are heading that is making sense of a tsunami of data and then providing brands the ability to automatically take action whenever consumers engage with them through channels such as search, social, email, video.

As it stands today, marketers cobble together this sort of data using a Frankenstein's monster of software from different vendors. Bob Stutz, CEO of Salesforce Marketing Cloud, says there are roughly 7,000 companies offering to measure campaign performance. Attempting to stitch this sort of information into a single data source from disparate providers is cumbersome at best and, worse, often not very accurate.

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