Remember Zendesk’s crazily-priced deal to buy Momentive, which owns SurveyMonkey? Well, you can drop it down the memory hole: Zendesk’s stockholders rejected the $4.1 billion all-stock agreement in a vote announced last week. That sound you hear is a bursting bubble.
Google is rolling out Enhanced Conversions, which helps advertisers to connect ads to purchases without cookies. It relies on the advertiser capturing a customer identifier, like an email address, when the ad is served and again when the customer makes a purchase, and sharing hashed versions of both with Google. The target market is apparently companies that can’t bring the two bits of information together by themselves.
Just in time for the weekend, Twilio Segment has published the latest edition of its CDP Report, which offers an API-view of its 25,000+ clients’ activities. Most intriguing news is the median number of apps per client fell by 9%, suggesting companies are consolidating their tech stacks. Snowflake and Google BigQuery were the fastest growing apps, and advertising is now used by 53# of their customers.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.