Here’s a familiar tale: Clevertouch reports that 44% of marketers have at least one platform that goes largely unused but 90% will still make technology their biggest investment in the next year.  The company says “increasing numbers of organizations are deploying ‘simplification solutions’” to shield marketers from complex technology, but doesn’t say how many.

It’s all surveys today, Dear Reader.  First, this Nielsen study finds that marketers rate audience targeting and creative as more important for campaign success than personalization or journey-based messaging.   Most believe that effective targeting requires behaviors as well as contextual data.  Lots more here on channel growth and effectiveness, ROI measurement, marketing objectives, and related topics.

Reports emerged at the weekend that Salesforce was in advanced talks to acquire data management and integration platform Informatica.  The deal would be Salesforce’s largest since acquiring Slack in 2021, and shares fell 7% Monday on the news.  Informatica would add more advanced technical capabilities to the Salesforce product line.