On a cheerier note, Pegasystems last week announced the purchase of In The Chat, a customer service platform that unifies text messaging, social media, live chat, email, messengers and chatbots. The product will enrich Pega’s existing customer engagement capabilities.
CDP users are happier than non-users with their marketing technology results, according to this survey from the CDP Institute. Hey, we don’t make the facts, we just report ’em. Lots more about what buyers expect from CDP systems, martech best practices, and state of the stack.
Worried that all these acquisitions mean martech industry is shrinking? Not likely. One new launch this week is Measured, which generates continuous tests to estimate the incremental impact of marketing programs. Circle of life and all 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.