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October 20, 2016

MarTech Investments Hold Steady, ChiefMarketer on Customer Data Foundation, CDP Arrives on Gartner Hype Cycle

Q3 Investscape: Martech Sails Slow Yet Steady Through July-August-September with $2834.6 Million in Funding

MarTech Advisor

The third quarter of 2016 saw 105 VC and private equity deals in martech companies for a total of $2834.6 million, a 1.25% dip compared to Q3 2015. These figures confirm the consistent growth in martech following a massive Q2, where over $5000 million in funding flowed into martech companies. MarTech Advisor currently tracks over 5,000+ companies spread over 44 categories in their martech list, and while different analysts may track the martech sector differently, most reports suggest a fairly substantial and steady growth in martech funding....

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Building a Customer Data Foundation in the Digital Era

Chief Marketer

Customer data is dynamic due to the many changes consumers go through in the course of their lives. Multiply the contact fields in your database by the millions of records your organization has in its data sources, then consider how quickly and how often this information changes. The results are staggering. 

Experts say two percent of records in a customer file become obsolete in one month because customers die, divorce, marry or move. ....

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Gartner Digital Marketing and Advertising Hype Cycle 2016


[Editor’s note: Ah, the ever-popular Gartner Hype Cycle.  Love it or hate it, it’s always interesting.  Customer Data Platforms appeared for the first time this year, positioned as just starting the climb to inflated expectations.  I’d say CDPs a bit further along than that, but agree that we haven’t seen too much hype yet.]

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