Allocadia provides marketing planning, budgeting, and performance measurement to more than 150 customers. They’ve added a new “customer journey insights” solution that lets users define a set of journey stages and then track planned and actual spend against those stages. They’re from Canada too.
This isn’t a news item but still an interesting interview about how Target uses first party data to inform media buys by agency and vendor partners.
Okay, those were two boring items, so here’s a nice juicy survey.
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.