Enterprise software vendor SAP has agreed to purchase experience survey company Qualtrics for $8 billion. SAP sees the deal as accelerating a new “experience management” software category “similar to market-making shifts in personal operating systems, smart devices and social networks.” That’s a lot to expect.

Location-based platforms may come and go but if you really want a business with ups and downs, try elevator advertising. Captivate has taken the industry to new heights with Captivate Places, a centralized analytics and planning system that lets marketers target audiences using first and third party data and then measures campaign impact on brand lift, foot traffic, and Web behaviors.

Mobile marketing platform Attentive joins the martech throng putting together a complete solution featuring data cloud Snowflake. Based on Snowflake Marketplace, the feature will allow joint customers to create a data loop, activating first-party data from Snowflake in the Attentive platform and sending performance data back to Snowflake for analysis. Attentive will also be able to feed customer interactions, including conversations, back to Snowflake.