And still more about people-based marketing: Heap has technology that captures Web site behaviors without setting up tracking for each event individually. As the company puts it, they “automate away the annoying parts of analytics” so people can focus on the fun stuff. Behaviors can be tied to individuals, which isn’t always the case with Web analytics. The company just raised $27 million, for total funding of $40.2 million.
In an exceptionally jargon-filled release, BloomReach appears to be announcing integration of its recently-acquired Hippo content management system with BloomReach’s AI-driven recommendation tools. The combined system ingests data from all sources to create a unified customer view, analyzes purchases and content consumption, and drives messaging across all digital channels.
Marketers who want to do things for themselves can buy software from vendors like Alterian, which re-emerged as an independent company last November.
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.