Digital engagement programs earn high rewards, even though companies overestimate the quality of their personalization, according to this data-rich Twilio Segment report.  Revenue increased an average of 70% among firms that invested in digital customer engagement in the past two years.  But while 27% of companies believe they deliver excellent personalized experiences, only 7% of consumers agree.  Also, companies underestimate consumers’ interest in privacy and transparency.  Lots more here.

If there’s a trend to descriptive product names like “Intelligence”, no one told the folks at obscurely-named messaging platform Gupshup.  They just bought Active.AI, a conversational AI platform for financial institutions.  They also coined the term “Conversational Banking as a Service” but I’m sure they were just kidding.

Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.