Predictive analytics vendor Lattice Engines has announced what it calls the first Customer Data Platform for Account-Based Marketing, a claim that other B2B CDPs would surely contest. For what it’s worth, Lattice and several similar systems were listed as CDPs in the original CDP Guide published by Raab Associates in 2013. The new platform is in private beta and should be released by the end of 2018.
Predictive analytics vendors Radius and LeadSpace have announced a merger agreement.
Finally, Korn Ferry reports that CMOs feel analytics and personalization are the functions they most need to improve, but organizational alignment is the biggest obstacle to being effective. Another conundrum: 52% say they can’t connect marketing activities to company performance but 45% say their bonus is driven by financial results. For all the talk about customer experience, just 13% say customer satisfaction is the most important factor in their bonus and only 12% cite brand health.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.