Oracle has purchased ad and content analytics vendor Moat, which will become part of the Oracle Data Cloud. This is interesting both because it gives Oracle a tool to compete with Adobe’s Web analytics and because ad measurement is a hot topic these days.
Yext helps local businesses manage directory listings, reviews, and other parts of their online presence. It’s a specialized but large corner of the marketing technology industry. They just completed their Initial Public Offering, a rare achievement these days. The IPO raised $133 million and yielded a $1.2 billion market capitalization. That’s ten times revenue if you track such things.
And here’s Mintigo announcing delivery of its own AI-based sales intelligence data to users of SAP’s C4C CRM system. This follows similar integrations with Salesforce, Microsoft Dynamics, and others. Again, this is only about delivering information, not telling anyone what to do with it. Nothing wrong with that.
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.