Next, marketing measurement vendor Singular has announced “the first-ever cross-platform and cross-device ROI analytics solution”. It combines marketing spend data with customer behaviors gathered by its own SDKs and external systems to give ROI by campaign, publisher, creative, customer cohorts, and, yes, individual users.
It’s always a good day when we have actual CDP news for you, Dear Reader. Here’s some now: Lytics has raised a $35 million Series C, bringing its total funding to $58 million. The money will be used to grow product development, sales, and marketing. Huzzah.
More corporate canoodling: Bridgeline Digital is purchasing OrchestraCMS, the primary asset of bankrupt Stantive Technologies Group, for about $5 million. OrchestraCMS is a native Salesforce AppCloud app. If Bridgeline rings a bell, that’s they purchased SeeVolution’s Web analytics and Celebros site search assets just last week. You do not want to look at Bridgeline’s stock price.
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.