Salesforce has agreed to acquire Krux, a San Francisco-based data management platform. A regulatory filing from Salesforce shows that the deal is valued at approximately $700 million, which the company plans to pay in cash and stock.
Neustar, a cloud-based provider of real-time information services, has partnered with Facebook to help marketers understand and improve ROI for their digital campaigns across Facebook, Instagram and Audience Network through advanced attribution analytics.
Oracle announced its take on artificial intelligence with the launch of Adaptive Intelligent Applications, which will incorporate third-party data with real-time behavioral analytics to help users streamline business tasks and provide them with individualized recommendations for engaging with prospective customers.
Salesforce continues to build on its business intelligence offerings by unveiling its expansion of the Wave Analytics portfolio into the marketing realm. Primarily focusing on sales, services and IT, Wave Analytics for B2B Marketing offers insight on campaign performance and marketing spend to better align the marketing and sales teams, according to the company.
Marketers have been drawn to using algorithmic attribution to track the customer journey and enhance cross-channel spend, but they’re unable to do it at an optimal speed, according to a new study from Forrester Consulting and Visual IQ.
In an effort to improve the targeting capabilities of its B2B user base, Oracle Data Cloud unveiled its B2B audience data marketplace solution. The company states that the solution will provide users access to more than 400 million business profiles and more than one million U.S. companies for easier account-based targeting.