Just 12% of companies have a separate digital marketing team while 81% have a mixed team, according to a survey from Technology for Marketing, Institute of Direct and Digital Marketing, and Pure360. Martech is “owned” by marketing alone at 12% of the companies, by IT only at 29%, and is shared between the two at 36%. Also some very interesting details on what’s done in-house vs. outsourced. Worth a look.
Data quality and identity tool vendor Melissa has announced a “comprehensive customer data management platform” that combines Melissa’s data cleaning and enrichment with Pentaho data extraction, transformation, and loading. The combined solution, called Contact Zone, includes a drag-and-drop interface for building process flows and hundreds of integrated connectors to common source systems. It’s probably too technical to consider a CDP but it’s certainly something a company’s IT department could use to build their own unified customer database.
Alphonso also watches the OTT watchers, in its case through content recognition software embedded in more than 30 million smart TVs, gaming consoles, mobile apps, and other devices.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.