Marketing

Predictive apps are the next frontier of marketing tech (infographic)

Image Credit: Lattice Engines

Last week, Salesforce bought sales data intelligence startup RelateIQ for $350 million. But that’s just the latest deal in the marketing tech sector, which has seen several billion-dollar acquisitions in the past couple of years.

It could also be a hint about the future: predictive apps.

While the bulk of the billions of dollars spent so far have been in the marketing automation space, with Oracle’s acquisition of Eloqua and Salesforce’s 2013 acquisition of ExactTarget, significant amounts of money are now shifting to predictive apps, which help brands understand what’s happening, and what it means for tomorrow’s mindshare and marketshare.

Such as Networked Insight, which ingests 560 million social media posts daily in order to be able to make demand predictions as much as three months ahead of time.

According to marketing apps vendor Lattice, venture capitalists have invested over $160 million so far in 2014 in predictive tools that help marketers understand how to sell better online and off. That includes heavyweights like KPCB, Intel Capital, Andreessen Horowitz, and Sequoia.

Here’s a visual view of one of the hottest categories in tech right now: marketing.

marketing-tech-frontier


Mobile developer or publisher? VentureBeat is studying mobile app analytics. Fill out our 5-minute survey, and we'll share the data with you.
15 comments
Brian Hansford
Brian Hansford

Microsoft also acquired Marketing Pilot in October 2012.  Not the wave maker like other M&A activities but worth noting.  If for anything for the underwhelming nature of conspicuous absence in marketing automation.


Cheers,

Brian Hansford 

Brent Pelkey
Brent Pelkey

More shit for us to sell the world! Love it. Go Tech

Julia Pan
Julia Pan

Predictive analytics was a huge buzz topic at the lastest conferences I've been to, not to mention the large influx of companies/start-ups flooding this market. Interesting to see where it goes and if more companies buy into it, but I do have my reservations..

Bill Kallman
Bill Kallman

Predictive analytics is a tough space. Had an investment in the area. We'll see...

Beau Ross
Beau Ross

You missed the recent acquisition of Medio (predictive analytics) by HERE, a Nokia company.

Travis Bailey
Travis Bailey

If total bullshit is worth 160 million, I have some Grade A Horse Shit you can have for half the price.

Drey Pé
Drey Pé

Manolo Maerz Nabin Dipu !!!

Amanda Maksymiw
Amanda Maksymiw

@Henry Watson I'm glad to hear that you like the infographic, Henry. Please feel free to publish it to your site with attribution back to Lattice Engines (www.lattice-engines.com). Thanks!

Amanda Maksymiw
Amanda Maksymiw

@Edmon Moren, I work for Lattice and worked on this infographic. We cited the 80% penetration of marketing automation usage in B2B based on research from Raab Associates. Hope this helps clarify the discrepancy.