Aprimo has gone through several evolutions but now positions itself as cloud-based marketing operations software. It just announced an expanded integration framework of APIs and Web hooks to simplify connections with other marketing management systems. This is emphatically not about customer data. Instead, it’s about marketing processes such as planning, budgeting, project management, media buying, content creation, and measurement. The basic organizational unit is a marketing “activity” such as an email campaign or media buy. It’s useful to occasionally remind ourselves that marketers need more than customer data.