Seventy-five percent of marketers told Merkle they had a CDP in this survey. Merkle was having none of it, citing the figure as a sign of confusion about what a CDP is. Sad but true. Lots of other, presumably more reliable information on personalization, tech spending, and more.
Oh the irony: just after we removed Reltio from our list of Customer Data Platforms, they renamed their product as Connected Customer 360 and positioned themselves as a system to deliver customer experiences. Their roots in master data management are still showing but maybe they’re a CDP after all. We’ll take a closer look.
We also have a $5 million seed round for Databook. They gather B2B buying intent data and use it to tell sales reps which accounts to contact and what to say. Lots of AI inside this one.
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.