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77% of Marketing Measurement Innovators Use Third Party Software: Brand Innovators and Origami Logic

We all know it’s hard to measure marketing performance. Still, it’s helpful that professional community Brand Innovators and marketing measurement vendor Origami Logic has given us some metrics on the topic. Maybe the most interesting finding is the companies that are best at measurement are most likely to get outside help: 77% of self-declared “innovators” and 63% of “leaders” using third party measurement software, compared with just 45% of “basic” users. Infrastructure and data integration were the biggest obstacles. Other interesting stuff too.

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Vista Equity Partners Adds Lithium and Xactly to Its Sales and Marketing Menagerie

May 31, 2017

Vista Equity Partners continues to expand its stable of sales and marketing tech vendors.  Vista just announced acquisition of social media management and online community developer Lithium. The deal comes one day after Vista said it is buying sales incentive compensation vendor Xactly and a month after Vista purchased competitive intelligence vendor Market Track. Vista purchased marketing cloud vendor Marketo exactly one year ago, and Marketo itself purchased sales enablement vendor ToutApp last month.

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GrowthLoop and TransUnion Partner to Optimize Audience Reach

April 19, 2024

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.

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