It's also been building up a marketing cloud, with acquisitions like content publishing platform Buddy Media and marketing analytics technology firm Radian6. Salesforce.com has amassed a massive amount of data from its customers, and not just any data but the most important data companies have about interactions with clients and potential customers. The more data it has, the more opportunities it has to provide users with services that integrate all this data together. ExactTarget gives Salesforce.com another treasure trove of data about customer interactions and a platform via email of engaging with those users.
Taking a step back, the real story here with both of these acquisitions is the emphasis these companies are putting on the cloud. "The driving factor is the increasing adoption of public cloud services based on commodity hardware," Subramanian says. Each of these companies recognize the increasing role cloud services could play in their futures.
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