More on B2B events: results have always been hard to measure, and the move to virtual events makes it even harder.  The good folks at audience measurement non-profit BPA Worldwide are trying to help with a new set of standards for reporting on event results.   Can’t hurt.

Simon Data’s 2022 State of Customer Data offers more to chew on.  They report their clients are using almost twice as many data points now as one year ago and that campaigns using more data are more successful.  They do caution that using too much data is a problem if you’re being creepy.

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.