Data assembly and analytics platform Alteryx doesn’t position itself as a CDP although it might qualify. They did just upgrade their cloud data chops by just spent $400 million to purchase data management tool vendor Trifacta. There’s considerable feature overlap but Trifacta is natively cloud-based while Alteryx is not.
It was just a matter of time before the cloud database vendors positioned themselves as CDPs, and it seems that time is now. Databricks just launched a “data lakehouse” for retail and consumer goods customers that promises to unify customer data and do analytics such as personalized product recommendations. That announcement doesn’t mention “CDP” but this recent post by them does. Google Cloud also has a page devoted to its CDP solution, although I never saw it announced.
Integration platform Jitterbit is also expanding through acquisition, in this case buying low-code development vendor PrimeApps. More apps means more demand for integration, right?
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.