I doubt that 49% of companies have deployed a Customer Data Platform but the headline is too good to pass up. Many answers in this Salesforce Research survey probably came from people who have heard about CDPs but don’t fully understand them. In any event, there’s plenty of other interesting data in this 58 page study: just the thing for a cozy holiday weekend.

One more deal: Vista Equity Partners has just purchased 7Park Data, which transforms unstructured data into “contextualized Leading Performance indicators” to help investors and managers predict how businesses will perform. The focus is on financial forecasting but there are probably marketing applications.

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.