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U.S. Martech Spend to Exceed $20 Billion in 2022: eMarketer

Martech spending in the U.S. will exceed $20 billion in 2022, according to this eMarketer forecast. Wow, that’s impressive…oh wait, it’s a tiny fraction of the $344 billion global martech spend estimated by other sources, based largely on Gartner’s well-known estimate that martech is about one-quarter of all marketing spend. Further perspective:  Salesforce alone had $26 billion in revenue last year, although not all of that would count as martech.

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Spreadsheets Are The Most Popular Marketing Ops Tool: MarketingOps Survey

September 6, 2022

Marketing operations staff are responsible for running many of those martech systems. This MarketingOps report, sponsored by Knak and Adobe, finds that Adobe Marketo Engage, HubSpot, and Salesforce Marketing Cloud are packaged software they use most – although spreadsheets are the most popular tool of all. Integration (69%) and scalability (53%) were the most-chosen criteria for new tech, but take that with a grain of salt: apparently features were not an option in the survey.

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GrowthLoop and TransUnion Partner to Optimize Audience Reach

April 19, 2024

GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads.  The data should also help clients to find matches among records within their files, building more accurate customer profiles.  GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.

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