Sure, cloud databases are popular, but the really cool IT kids have moved on data lakehouses, which combine data warehouse functionality with data lake flexibility. Or so says this survey from Dremio, which sells guess-what. Lakehouse advantages over cloud databases include lower cost, self-service access, and easier support for AI.
Do not confuse Snow Software, which helps companies track IT costs, with Snowflake, a cloud database often used for CDP-ish solutions. Do take note that Snow has just been sold to Flexera, which also helps companies optimize their return on tech investments. It’s a helpful reminder that cost-conscious IT departments are more than happy to “help” marketers who are doing a poor job of controlling tech spend.
Consumers may find passwords annoying, but IT security people dislike them much more intensely. This Delinea survey finds that biometrics are the preferred replacement among IT security teams (59%), followed by multi-factor authentication (46%), one-time passwords (37%) and PIN codes (30%). It’s not clear that consumers have quite the same enthusiasm for biometrics, which often feel creepy.
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.