Cross-channel marketing platform and CDP vendor Cordial has expanded its data management capabilities. Major enhancements enable business users to integrate new data sources without IT support, extend data retention options, and build custom predictive models and marketing automation triggers.
Digital experience platform Optimizely is further expanding its scope with a deal to buy Welcome, which provides content management, digital asset management, and marketing resource management. You may recall that Optimizely itself was purchased in September 2020 by Episerver, which then adopted the Optimizely name. And who could forget that they bought the Zaius CDP in March 2021?
Self-service is in style. Citizen API builders can now use a no-code interface to add new data sources to the Celebrus CDP. Celebrus has also added more precise tracking of how users interact with content, enabling more accurate machine learning models for decisions and measurement.
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.