Salesforce Expands Datorama Integration Capabilities
Salesforce still doesn’t call its Datorama acquisition a Customer Data Platform, but they’re continuing to evolve it in CDP-like directions. Latest steps include expanded options to build custom integrations, tighter integration with Salesforce’s own systems, and custom triggers to let other systems act on Datorama results. The focus is still on campaign-level data, not individual customers. But AdExchanger reports that connectors to CRM and other first-party sources are in the works, pulling Datorama ever closer to CDP applications.