Zagging back towards pure analytics, landing page optimizer Unbounce has purchased LeadsRX, which does lead attribution based data from digital, radio, TV, podcasts, and streaming services.  I guess we can call it a footprint expansion for Unbounce, so one more vote in favor of consolidated products over assemble-your-own components.

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.

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.