HubSpot Buys PieSync to Synch External Data

Integrated sales and marketing system HubSpot has purchased data synching vendor PieSync. The deal will make it easier for HubSpot to share contact data with its growing partner ecosystem. PieSync doesn’t create a persistent database so the deal doesn’t make HubSpot a CDP – although, as with Salesforce’s purchase of the MuleSoft integration platform, it may be a step in that direction.

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UserTesting Buys Truthlab to Mine Insights from Video

November 4, 2019

You’ve surely heard already that Google’s parent company Alphabet is buying Fitbit for $2.1 billion, and don’t need me to point out that this is about collecting data, not selling wearable devices. So let’s instead report that panel-based customer research company UserTesting has acquired fabulously-named Truthlab, which uses AI to find highlights in video feeds. As with Fitbit, the goal is to extract useful information from people’s behaviors. It’s Zuboffian!

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