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.

Some CDP vendors build their own identify management systems and some let clients choose for themselves.  Treasure Data, which falls into the latter group, has just integrated Neustar’s Unified Identity solution for data hygiene, identity resolution, enrichment and audience segmentation.  They already have similar arrangements with Acxiom, Allant and Tapad.