Fospha has recently been selling itself in part as a GDPR compliance tool. It should be an effective pitch: data modeling vendor Erwin found just 6% of enterprises say they’re fully prepared for the GDPR deadline of May 25. But the survey also suggests the GDPR solutions must be sold outside of marketing: 36% said IT alone is responsible for meeting data regulations and 55% said IT and business units share responsibility.
Many U.S. businesses are closed today so we’ll focus today on news from elsewhere. We’ll start with an announcement from UK (and U.S.)-based CDP vendor BlueVenn that they’ve added a range of data marketing services to help clients apply of BlueVenn technology. The services draw on the LEAP marketing agency that BlueVenn purchased in January.
And while we’re reporting on vendor acquisitions: personalization vendor Windsor Circle has been bought by OSG, which adds marketing messages to invoices, billing statements, and similar communications. Windsor Circle builds customer profiles using eCommerce data but no one has ever called them a CDP.
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.