Meanwhile, influencer marketing agency Whalar produced a study showing that influencer marketing is more effective than TV or social media ads. No surprise there. What’s less obvious is their technique: “Steady State Topography”, which reads brain waves to measure emotional response.
Small business lender Kabbage will acquire the assets of B2B CDP Radius Intelligence. According to TechCrunch, Radius’ current products and data no longer be sold directly. The deal follows purchase of Radius competitors Mintigo by Anaplan last week and Lattice Engines by Dun & Bradstreet in June. Remaining independent B2B CDPs include Leadspace, Zylotech, and CaliberMind.
Changing the subject a bit, Engagement Labs found that there’s literally zero correlation between online and offline conversations about companies. Their message is that both are important but must be measured separately. Good point.
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.