CallidusCloud, which offers sales support and enablement applications, acquired Datahug Limited, a SaaS predictive forecasting and sales analytics company. Datahug’s specialty is predictive analysis of sales pipelines but it will be the core of a new Predictive Analytics, AI and Machine Learning innovation center that will presumably develop other applications in the future.

CDPs don’t have all the funding fun: PR measurement company TrendKit has added $16 million to its $36 million investment total. What’s to measure, you might ask? Lots of stuff, including readership, share of voice, sentiment, social amplification, and message pull-through, as well as impact on search engine ranking, Web traffic, and audience engagement. And they package all this in presentation-ready graphics.

With CDP vendors increasing their workforces by 3.4% in six months, compared with an average of 0.2% each six months over the prior two years, the sector seems to be growing again, according to our own semi-annual industry update. There is much talk of composable CDPs but they still employ no more than 5% of the sector workforce. What is a clear trend is the acquisition of independent CDPs by vendors interested in adding a CDP to a larger system (usually an activation system).