MarTech Today: Forrester’s first report on martech spending, Oracle acquires Grapeshot & why attribution can be overrated

Here’s our recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web.

From MarTech Today:

• Forrester’s first report on media tech/services spending shows customer experience and AI are driving budgets
  Apr 27, 2018 by Barry Levine
  Spending on traditional media agencies is declining, the report says, CMOs are leading customer-facing efforts and content-based targeting is coming back.
• The MarTech Minute: Ex-Microsoft exec is new CMO at Sprinklr, Oracle acquires Grapeshot and more
  Apr 27, 2018 by Robin Kurzer
  The martech week in review: News and announcements in marketing technology this week that you might have missed
• Why attribution can be overrated & create unintended consequences
  Apr 27, 2018 by Scott Vaughan
  Sure, attribution can be helpful, but contributor Scott Vaughan warns you must keep your eyes on your ultimate goal to avoid getting distracted.

From Marketing Land:

• Customer acquisition on social media — with your own data
  Apr 27, 2018 by Brian Handly
  At a time when the use of third-party data is under increased scrutiny, contributor Brian Handly touts the benefits of using your own.

From Around The Web:

• Artificial Intelligence – the Next Frontier In Content Marketing, Marketo
• The 10 Best Subreddits for Marketers, Contently