Next up is Segment, which we classify as a CDP but mostly moves data between systems. Given the cool $6.5 billion that Salesforce paid yesterday for data connector MuleSoft, Segment would probably prefer to list itself in that category. In any case, they just added the ability to move data into cloud data warehouse Snowflake, which will store it and process analytical queries from tools like Tableau and Looker.
Lots of research shows that IT leaders give low priority to marketing technology. But an Experian survey of CIOs suggests they at least do recognize the importance of customer data: it was the most common focus for data management efforts (77%), even beating out product data (61%) and financial data (57%). Almost half (44%) saw potential to monetize high quality data in the future. Other interesting insights here.
CDP Optimove has added mobile messaging to its platform, making it a rare CDP with integrated message delivery functions. They added email capabilities last year.
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.