Salesforce.com's (NYSE: CRM) acquisition of Web monitoring firm Radian6 looks to be the foundation of a marketing cloud. As reported on Morningstar, Radian's tools for capturing details from millions of social conversations in the hands of engineers at Salesforce.com will become a way to tailor marketing campaigns and refine messages to maximum benefit.
"Salesforce.com was a pioneer in cloud computing, which allows companies to access computer servers and data storage over the Internet. Its first products helped companies manage sales and customer relationships. It announced last month it would acquire Radian6 for about $326 million in cash and stock.
"Radian, based in New Brunswick, Canada, has created a suite of tools for capturing details from millions of conversations daily on Facebook, Twitter, YouTube, LinkedIn and blogs. The technology can track what's being said about businesses and the culture in general and help clients such as PepsiCo Inc. ( PEP) track consumer views."