Mobile-oriented CDP mParticle has added the ability to display the complete record of an individual customer, including attributes and behaviors. It’s the sort of thing a sales person or customer service agent might use. It shows that mParticle, like other CDPs, is extending beyond data management.

Finally, we have news from Impact Radius, a mashup of three businesses including the Altitude (formerly ClearSaleing) attribution system, which assembles enough customer data to be thought of as a CDP. The other two businesses are Forensiq (ad fraud detection) and Radius (affiliate, influencer, and other paid partner marketing). That’s a pretty diverse collection but we’re told they have now been “natively integrated” into a “marketing technology platform” and the company has rebranded as just plain Impact.

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.