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.

Snowflake is always looking for ways to add value to its core cloud database product.  Its latest step is to purchase Neeva, which offers generative AI-based search technology.  It will be applied to help companies search their own databases, a.k.a. enterprise search.