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1、THE MODERN MARKETINGDATA STACK 2023How data-forward marketers are redefining strategies to unify,analyze,and activate data to boost revenueTABLE OF CONTENTS2The State of Play.3Evolving the Marketing Data Stack.4Four Forces Reshaping Marketing.9The Marketing Tools.14Foundational Tools.22The Snowflake
2、 Data Cloud:The Foundation of the Modern Marketing Data Stack.27Industries Bring Nuance to Their Stacks.28Personalize Your Modern Marketing Data Stack.33Customer Stories.34 Next Steps.39 Appendix:Detailed Methodology.40 Appendix:Partner Profiles.42 About Snowflake.523MODERN MARKETING DATA STACK 2023
3、|THE STATE OF PLAYSo much has changed in the year since we launched the first edition of The Modern Marketing Data Stack in 2022.Recessionary pressures and the imperative to do more with less,and to be more focused with technology investmentespecially the transformative power of AIare driving change
4、.Concerns about privacy,at both the consumer and legislative levels,are driving change.The pressure to get more value from datato know more,target better,act fastercontinues to drive change.Marketers eager to contribute to the bottom line invest in technologies to extract actionable intelligence fro
5、m disparate swaths of data,and struggle to show overnight results.Late last year,LinkedIn reported that“77%of CMOs globally feel under pressure to prove greater short-term ROI on their marketing campaigns,”and that“90%of marketers say improving CFO understanding of ROI is key to bolstering future bu
6、dgets.”This demand to deliver short-term proof of value can hamper strategic marketers,who see investments in modernizing their marketing data stack as foundational to success.Making sure that any short-term optimization also fits into the long-term roadmap isnt easy.Yet data technologies are the on
7、ly way forward.Both B2C and B2B customers are more careful than ever in their spending,and more demanding than ever in terms of the buying experience.Thus,resource-constrained marketers can only reach the right customersand increase salesthrough personalization and segmentation.Carefully targeted ad
8、vertising and marketing can help businesses acquire new customers,and build brand affinity with their existing audience,faster and more efficiently.Technology,especially fast-developing AI capabilities,will be essential to these goals.In addition to the pressures provided by global economic forces(o
9、r a demanding CEO),there are four other drivers we must consider:The accelerating convergence of advertising and marketing technologies The advent of advanced artificial intelligence tools,including large language models(LLMs)and generative AI Rising concerns(and regulatory requirements)around data
10、privacy,which can significantly affect how marketers understand and target their audiences The increasing need for a unified approach to data,a single source of truth that can be mined for accurate,powerful insightsIn the end,success is determined by an organizations agilityhow quickly it can make s
11、trategic decisions and refine them to optimize the outcomes.A robust technology stack is essential to making smart,data-driven decisions;to executing effectively;and to gathering critical insights to improve over time.THE STATE OF PLAY 4EVOLVING THEMARKETING DATA STACKAt Snowflake,we evaluated the t
12、echnologies employed by more than 8,100 customers as of April 30,2023,across the Data Cloud(a number that has since grown to more than 8,500).We are able to identify the most common and fastest growing among them.(See Methodology for more details.)Thanks to the unique capabilities of the Snowflake D
13、ata Cloud,customers can unify their data on a single platform with governed access.They can natively apply AI and machine learning for advanced insights,connecting to their tech stack to drive customer engagements and impact.As such,we have a unique vantage point to understand the partners and solut
14、ions that organizations are adopting as they optimize their marketing data stack.This years report takes the inaugural 2022 edition several steps further.A year later,weve seen evolution both in the marketing space generally and in the specific tools and solutions that power marketing programs.Every
15、 company has an array of data technologies and marketing solutions.But rather than a collection of disjointed tools,companies need a unified marketing data technology stack to understand their audiences and execute effective campaigns in a fast-moving,multichannel world.MODERN MARKETING DATA STACK 2
16、023|EVOLVING THE MARKETING DATA STACK5MODERN MARKETING DATA STACK 2023|EVOLVING THE MARKETING DATA STACKTHE REVISED STACKThe careful reader will note that weve revamped the diagram of the modern marketing data stack this year.The reasons are fourfold.First,were making a clearer distinction between t
17、he foundational data technologies that every company needs,across all functions and teams(such as data integration,business intelligence,and AI)and the marketing and advertising-specific technologies that sit atop that foundation(think identity and activation,and specific measurement tools).For exam
18、ple,RudderStack and Funnel support marketing and advertising data capture,and carry unique capabilities for domain-specific data integration compared to the providers highlighted in the Integration&Modeling category,such as dbt Labs and Fivetran,which can cover a broader set of uses.Second,this year
19、s report particularly reflects the continuing convergence of adtech and martech.The strict separation of advertising technologies that work in the paid space,and marketing technologies that reflect efforts on owned properties such as ones own website,is collapsing.(More on that to follow.)Third,were
20、 acknowledging specific changes dictated by the market,including:The rising importance of measurement in an era of economic uncertainty and greater focus on ROI The greater regulatory and consumer interest in privacy enhancement The increasing consolidation of marketing and advertising requires that
21、 platforms that traditionally operate exclusively in the adtech space also be included in the analysis Fourth,frankly,is that the Snowflake Data Cloud is growing quickly.Weve seen remarkable momentum in the martech/adtech ecosystem,with hundreds of applications now powered by Snowflake,allowing us t
22、o expand and refine categories as our customers adopt a broader range of powerful marketing technologies.6MODERN MARKETING DATA STACK 2023|EVOLVING THE MARKETING DATA STACKdentifiedaANALYTICS&DATA CAPTURE2ENRICHMENT2MEASUREMENT&ATTRIBUTION2IDENTITY&ACTIVATION2IDENTITY&ONBOARDERSCUSTOMER DATA ACTIVAT
23、IONADVERTISING PLATFORMSINTEGRATION&MODELING1BUSINESS INTELLIGENCE1AI&MACHINE LEARNING1PRIVACY-ENHANCING TECHNOLOGIES1LEADERSLEADERSONES TO WATCHLEADERSONES TO WATCHLEADERSONES TO WATCHLEADERSONES TO WATCHLEADERSONES TO WATCHONES TO WATCHLEADERSONES TO WATCHLEADERSONES TO WATCHLEADERSONES TO WATCHLE
24、ADERSONES TO WATCHSNOWFLAKE DATA CLOUDMarketing and AdvertisingDomain-Specific Tools and PlatformsData StackFoundational Tools and Platforms1 Categories that require an active SPN agreement2 Categories that require either an active SPN agreement or Marketplace agreement1 Categories that require an a
25、ctive SPN agreement2 Categories that require either an active SPN agreement or Marketplace agreementData StackFoundational Tools and PlatformsMarketing and AdvertisingDomain-Specific Tools and PlatformsMODERN MARKETING DATA STACK 2023|EVOLVING THE MARKETING DATA STACK7One caveat is that while we pla
26、ce each company within a specific category in the stack,many of these providers offer technologies that straddle two or more categories.We aim to include them where they are most vital or,according to our data,are a particularly strong performer.Consider LiveRamp.While it appears in Identity&Onboard
27、ers,it also offers functionality for first-party data activation as its offering continues to evolve.Similarly,Twilio Segment lands in customer data activation,but is very active in the analytics and data capture space,too.Conversely,RudderStack,while listed as a leader in analytics and data capture
28、,is also widely adopted for profile unification and data activation.Its also important to note that providers in the same category are not necessarily competitors.Often,they co-exist in a customers stack.Fivetran and dbt Labs are often seen together with many customers;similarly,so are Hightouch and
29、 Braze in the activation category.This last example clearly demonstrates how onboarding and activation can complement each other.While onboarding and activation are often used interchangeably,many customer stacks have an onboarding and activation platform working side by side(for instance,in the exa
30、mple above,Hightouch onboards the data to Braze to drive the activation for owned channels).Finally,in terms of providers who straddle many categories in the marketing data stack,Salesforce and Adobe stand out for the sheer breadth of their offerings.The integration with both of these platforms unlo
31、cks compelling opportunities for the many marketing organizations that have built their marketing data stack in the Data Cloud and use Salesforce or Adobe.Salesforce offers a full suite of AI,data,and CRM capabilities that are tightly integrated with the Snowflake Data Cloud.For instance,customers c
32、an leverage their data and insights in Snowflake and Salesforce together to personalize the customer experience from campaign to purchase to support.We do not break down data to identify which organizations use Salesforce Marketing Cloud capabilities,say,versus its CRM capabilities in Sales and Serv
33、ice Cloud.The one exception is Tableau,a Salesforce acquisition that were able to measure as a discrete product in the business intelligence category.Organizations that work with both Snowflake and Salesforce can leverage bi-directional,zero-ETL data sharing between platforms,to drive deeper insight
34、s,build richer customer profiles,and ultimately personalize each step in the customer relationship,at scale and across industries.Adobe spans multiple categories in the marketing data stack and is tightly integrated with the Snowflake Data Cloud.Adobe Campaign offers customers the ability to orchest
35、rate cross-channel campaigns across email,mobile,and online and offline channels by integrating with the Snowflake Data Cloud.This integration enables marketers to run more campaigns,increase engagement,remove bottlenecks and data friction,and operate at scale with higher concurrency and speed.Due t
36、o the breadth of its many offerings across multiple categories,we do not analyze which of those capabilities are being adopted by customers.CAVEAT:MMDS IS NOT(JUST)MARTECHAs we noted in last years report,the modern marketing data stack is distinct from the martech stack.The latter can include CRM pl
37、atforms,automation solutions,and SEO and social media management tools.Martech solutions generate a lot of the data that feeds the larger marketingdata stack,and are a component of the stack.Analytics&Data Capture27.4%Enrichment24.9%Identity&Onboarders14.9%Customer Data Activation27.6%Measurement&At
38、tribution29.2%Advertising Platforms13%8MODERN MARKETING DATA STACK 2023|EVOLVING THE MARKETING DATA STACKIn the year since we first reported on the state of the modern marketing data stack,weve seen considerable growth across every category.As the chart shows,the providers we list in each category h
39、ave seen,cumulatively,an increase in customers on the Snowflake Data Cloud ranging from the low teens to nearly 30%.That signifies that marketers understand the power of the modern marketing data stack,particularly around unifying data and preserving privacy.We,of course,are seeing them adopt these
40、platforms on Snowflake,which unifies the data layer for their entire data stack.This shows a desire by these marketing orgs to take control of their data and place it in a robust environment that allows them to build their stacks with best-of-breed providers.Notably,the three fastest-growing categor
41、iesMeasurement,Customer Data Activation,and Analyticsrepresent sophisticated use cases.Theyre what comes after the initial step of unifying your data to create a single view of your customer.(The growth of Measurement in particular is no surprise given the macroeconomic climate and the need to prove
42、,and improve,ROI.)That“customer 360”perspective is foundational,and what were seeing this year is a greater number of marketing orgs moving past the foundational stage to deliver at the next level.Which is not to say that the entire market has moved on.Breaking down data silos is still very much top
43、 of mind for a large chunk of the market,explaining the healthy growth of Integration&Modeling and Analytics&Data Capture.And speaking of foundational,we also saw notable growth in customers adopting the data stack foundational tool categories.Integration and Modeling grew 26.3%and Business Intellig
44、ence is up 22.7%.The adoption of privacy-enhancing technologies is also on a dramatic upswing.Rather than measure the amount of data being analyzed in clean rooms,which could be skewed by a few power users,we looked at the number of clean room connections,and found that theyd increased 7x year-over-
45、year.Thats very fast growth,but its not surprising,considering key trends in the marketing industry.Marketers are shifting to first-party data strategies,often depending on collaboration to fill gaps in their data sets,which explains the growth in enrichment and the concurrent need to ensure appropr
46、iate privacy.Both imperativesgreater collaboration,greater attention to privacy issuescan be achieved only with the right technology,which is where clean rooms come in.AI&Machine Learning is up 15.5%;that lower growth rate tracks with AI as a nascent and fast-growing category.Certainly 2023 has been
47、 the year of AI excitement,around large language models and generative AI in particular,and we believe adoption in this category will surge next year.Adoption has surged for marketing tools across the modern marketing data stack.Growth represents percentage changein aggregate number of customers for
48、 the providers appearing in each category,from April 4,2022,to April 3,2023.For more information,refer to the Methodology appendix.MARKETERS EMBRACE(AND EVOLVE)THEIR STACKGrowth of marketing/advertising-specific tools in 20239MODERN MARKETING DATA STACK 2023|FOUR FORCES RESHAPING MARKETING1.ADTECH/M
49、ARTECH CONVERGENCE:WALLS COME DOWNThe technologies that support advertising and marketing activities,respectively,grew up independent of one another,just as advertising and marketing teams were usually separate,or at least not tightly integrated.The ecosystem of tools to manage paid channels was the
50、refore separate from the tools to manage owned channels.To manage paid channels,we got ad servers,ad exchanges,demand-and supply-side platforms,paid and social management platforms,and one set of measurement tools.To manage owned channels,we got CRMs,email marketing systems,SEO,and another set of me
51、asurement tools.Over the last decade or so,the two disciplines and their respective tools have increasingly converged.This convergence has been driven largely by a number of factors:The frenetic and fragmented media landscape means that marketers have to work harder to both identify and reach their
52、target audiences.Guiding a new customer from first impression to loyal fan involves many touches across different stages of the journey.Doing it right requires a precise understanding of who your target is(when the data may be siloed in various martech or adtech tools)and where and when to deliver y
53、our message(which may be complicated if your marketing and advertising campaigns are not coordinated).Theres a lot of data out there to help with exactly that challenge.But that data is largely fragmented,toosiloed in specialized applications.A business may have a lot of information about a potentia
54、l customers interests and behaviors scattered ineffectively across a dozen solutions used by the advertising,marketing,and sales organizations.Inefficiency costs money.Think of the technologies connecting a marketer who wants to advertise and the publisher who has the ad inventory as a supply chain.
55、Each link in the chain has costs.A marketer with a dollar to spend on digital advertising will use multiple solutions to unify,enrich,and activate data on a potential customer on the way to that ad platform,and each step costs money that could be spent on more impressions.These technologies improve
56、the quality of the campaign,but economic pressures drive marketers to get there as efficiently as possibleand drive vendors to improve the power of their own solutions to deliver value.Business leaders are always looking to cut expenses.Especially in chaotic economic times,the message is“do more wit
57、h less”and quantify the results of every expenditure.That means that almost everything can be seen as trimmable fat,even when marketing has been charged as a growth driver.The need to better acquire,retain,and upsell customers while showing greater ROI and efficiency is exactly why a focus on a well
58、-understood target audience is indispensable.FOUR FORCESRESHAPING MARKETINGIn addition to the economic pressures to contribute more value,and prove it ASAP,the art and science of marketing is being reshaped by the rapid convergence of adtech and martech,the emergence of LLMs as the hottest area of A
59、I,issues around data privacy,and the imperative to focus on a unified approach to data as an antidote to silos,security/governance headaches,and costly inefficiency.10What makes the years-long trend important now,and necessary to call out in the 2023 Modern Marketing Data Stack,is that were moving f
60、rom the idea of convergence to actual implementationand having the right tech foundation can accelerate that evolution.The larger worlds of adtech and martech are still far apart in significant ways,but for many of the customers we see in the Snowflake Data Cloud,the wall is beginning to come down.I
61、dentity providers in particular want to bridge the adtech/martech gap,with vendors increasingly offering such classic martech practices as creating unified customer profiles,delivering personalized customer experience,and measuring the success of marketing campaigns to understand the full customer j
62、ourney.Its worth noting that many organizations within this category,such as LiveRamp,Neustar,and Experian,are building identity,enrichment,onboarding,activation,and other capabilities within Snowflake as Snowflake Native Apps(in preview as this report is published),enabling these processes to happe
63、n faster and with greater security.Essentially,this means there is no need to copy and move data between any of these solutions and the Data Cloud,adding agility and governance while reducing latency.A broader example:Traditionally,adtech uses cookies and third-party data segments of cookies to prof
64、ile audiences,while martech relies on lists of email addresses.As third-party cookies shuffle off this mortal coil,email lists increasingly power paid channels.Thats an instance of the adtech/martech convergence playing out within the customer data platform(CDP).Each of these factors drive marketers
65、 to find actionable insights by creating a unified approach to a potential customer,from first contact through purchase and beyond.The goal is a clearer and more measurable picture of the buyers journey,and an ability to focus not on siloed email or ad activity,but on the overall customer experience
66、 as a seamless journey thats persistent and consistent.As publisher platforms and marketers have wrestled with these challenges,theres another factor,driven largely from the adtech side:Rising privacy concerns have created serious disruptions for both martech and adtech,though challenges around the
67、third-party cookie have been a major headache for adtech in particular.Advertisers rely on third-party data,such as cookies,to target their ads.The slow death of third-party cookies,increasing regulation,and other privacy-driven upheavals have meant that a businesss advertising strategy,like its mar
68、keting strategy,must rely more on first-party datathat which comes directly from the businesss relationship and interactions with its customers.Thus we have a thinner wall,if any,between modern advertising and marketing teams.Their more unified technology approach results in fewer silos;cleaner,more
69、 trustworthy data;better governance,compliance,and security;greater insight;more ability to take action on their data;and more bang for every ad dollar spent.The adtech/martech convergence has moved from idea to actual implementation.11MODERN MARKETING DATA STACK 2023|FOUR FORCES RESHAPING MARKETING
70、2.AI/ML:THE EMERGENCE OF LLMSThe transformational impact of large language models and natural language interfaces will be felt throughout the marketing data stack,and throughout the marketing organization.In particular,LLMs and generative AI are expected to automate and improve a wide range of marke
71、ting functions and goals,including:Ad campaign optimization:Insights to improve audience segmentation and ad placement will emerge from large data sets that can include tables with rows and columns but also images that LLMs can parse,improving conversion rates and campaign ROI.Content generation:If
72、youre looking for serviceable text,quick and cheap,generative AI tools will write your blog posts,ad copy,web pages,emails,and more.They can pretty much do all that already.Natural language processing:LLMs are built on advanced NLP techniques,meaning that marketing tools will better interpret and re
73、spond to human language.Chatbots that dont infuriate your customers and virtual assistants that dont frustrate you are just the beginning.NLP-powered sentiment analysis can also help marketers gauge public opinion and sentiment toward their brand or campaigns.Market research and competitive analysis
74、:Throw it all into your LLM:tweets and online retailer reviews,market research reports,news,publicly available data sets.The algorithm can process all of it to give marketers deep insights into consumer trends and sentiment,the competitive landscape,and shifting market opportunities.Customer persona
75、lization:Similarly,LLMs can take everything you know about a customer,and similar customers,and tailor campaigns and interactions based on behavioral patterns and more.The outcome:more effective campaigns,happier customers,better campaign results.The primary and most obvious effect on a marketers da
76、y-to-day will be in terms of productivity.Advanced AI capabilities will meaningfully upgrade pretty much every technology in the stack and increase the amount of data that marketers can leverage,the quality of the insights and outputs,and the speed of pretty much everything.Whereas querying data tod
77、ay involves going to a data science team that can code the specific queries or provide the algorithmic model to analyze the data,marketers with no coding skills will be able to ask more questions in natural language,and get the outputs directly.Where data scientists do need to code,the process of wr
78、iting queries or shaping a data model will be much faster,in part because LLMs dont need nearly as much structure;with guidance,the model figures out the structure itself.That means that data science teams will also be faster and more productive.But theres a subtler,and arguably more important,chang
79、e that the rapid,widespread adoption of LLMs and AI generally will drive:Well trust algorithmic outputs more.Right now,a lot of data outputs come to marketers in frankly mysterious ways.The process of working with data is complex,difficult,and abstruse.We see the outputs,but we understand that the p
80、rocess of obtaining them doesnt necessarily feel organic.Algorithms are inexplicable,remote.When we can simply ask our data tool to explain something to us,and the answer comes to us in natural,conversational language,well trust the output more because it will feel more human.Depending on how genera
81、tive AI models develop,this heightened tendency to trust could be either helpful or problematic.But without a doubt,this trust will further accelerate the adoption of AI and change the way we work.Nontechnical and less-technical knowledge workers will find working directly with data as natural as we
82、 now find using search engines,email,and instant messengers throughout the workday.And the accuracy of recommendation engines,churn predictions,and marketing attribution tools will dramatically increase,delivering the speed of automation while increasing the effectiveness of human decision-makers.12
83、MODERN MARKETING DATA STACK 2023|FOUR FORCES RESHAPING MARKETINGThe evolution of the modern marketing data stack is being driven by the sheer volume and variety of data out there.Its possible for marketers to understand their customers much more deeply than ever before,and to act more quickly and pr
84、ecisely on those insights.But the aggregation of so much data,as well as the need to collaborate on that data with various partners,raises privacy concerns.As does the fact that the ecommerce era means that a business has a direct relationship with a customers data.A retailer,for instance,no longer
85、buys ads from a TV station or newspaper promising their audience,on average,fits a certain age,gender,and/or income level.Now the retailer is using data that is,in part,provided directly by the consumer through past purchases and loyalty programs,among other sources.That retailer serves its message
86、directly to the consumer through email or by placing ads on the sites that their target consumer visits.How the retailer uses that data,and which partners it shares the data with,can complicate the relationship between company and customer.Yet if efficient and insightful data technologies have creat
87、ed this privacy challenge,they can also help solve it.Bringing all ones data together to create a unified picture of a target customer can improve management of privacy responsibilities.Consumers both provide data and make consent decisions through a variety of channels.They check yes or no on an of
88、fer to receive marketing emails.They sign up for a loyalty program that trades data for discounts.They accept or reject the cookies that provide a more personalized online experience.All of these decisions and permissions live within various marketing technologies.Bring that data together and its ea
89、sier to meet obligations to the customer and the relevant regulatory regimes.Increasingly on Snowflake,were seeing our users do exactly that,unifying this data to create not only a holistic view of the customer and a clear view of that customers privacy preferences,but also to earn trust and simplif
90、y the ability to act on consumer data subject requests.A unified data structure,with privacy and consent features built in,will also be essential to properly inform LLM training,allowing the removal of data for which consent has not been obtained.This structure also improves the consent-preserving d
91、ata collaboration within the adtech ecosystem,as we are seeing with market frameworks that let advertisers,ad agencies,and publishers track consumer consent for web page visits.Speaking of privacy-preserving data collaboration within adtech,weve seen increasing adoption of data clean rooms as a way
92、to share customer data without exposing sensitive details.As brands seek increased collaboration to counteract the deprecation of cookies,data clean rooms allow collaboration and privacy compliance to coexist.Efficient and insightful data technologies helped create a privacy challenge.They can also
93、help solve it.3.PRIVACY:NAVIGATING THE CHALLENGES1213MODERN MARKETING DATA STACK 2023|FOUR FORCES RESHAPING MARKETINGWeve covered three macro forces shaping the marketing landscape:economic pressures to show ROI,the epochal arrival of LLMs in the AI space,and the convergence of adtech and martech.Th
94、eres a fourth force at play,even closer to the technology stack itself:The need to build a technology infrastructure that by its nature prevents silos and maintains a unified approach to data.Thats been a pain point for years,but one that most organizations have yet to resolve.Looking ahead to our f
95、irst category,well consider the technology stack,analytics,and data capture,pausing to consider technologies such as Heap,Snowplow,Piano,Mixpanel,and Amplitude,all listed as leaders or up-and-comers.An essential difference between the technologies that lead the modern marketing data stack and the on
96、es that arent on the list is that these solutions build directly on your data layer,operate directly from it,or leverage modern data sharing to work directly from your enterprise data platform with no friction.You dont have to pull the data outside,creating a new copy to manage,so that your tool can
97、 get to work on processing the data.These tech makers(and many others well meet in the following pages)are driven by that fourth force:the need for agility that brings the applications closer to the single,unified data store,equipped with native processing capabilities.4.UNIFIED DATA:SINGLE SOURCE O
98、F TRUTHAND VALUEThat sounds like an in-the-weeds discussion of infrastructure,but its more.By working with tools that are closer to the data,youre optimizing the expensive time of your data engineers.Youre cutting the time and expense of getting your campaigns right.And with that,youre able to be pr
99、oactive,rather than reactive,in your marketing,and thats the key to winning in an ever-faster,ever-more-competitive landscape.Marketers shouldnt be hampered by data friction.Instead they should be working on what they love to do:delivering differentiated campaigns with optimal speed,accuracy,and agi
100、lity.With all that in mind,lets look at leading solutions that some of the most sophisticated,data-driven marketing organizations are adopting to modernize their marketing stacks.Marketers shouldnt be hampered by data friction.They should be working on what they love to do:delivering great,effective
101、 campaigns.14MODERN MARKETING DATA STACK 2023|THE MARKETING TOOLSTHE MARKETING TOOLSANALYTICS&DATA CAPTUREENRICHMENTMEASUREMENT&ATTRIBUTIONIDENTITY&ACTIVATIONIDENTITY&ONBOARDERSCUSTOMER DATA ACTIVATIONADVERTISINGPLATFORMS15MODERN MARKETING DATA STACK 2023|THE MARKETING TOOLSANALYTICS&DATA CAPTUREAna
102、lytics solutions capture event data from multiple sources and provide insight into activities and trends.Solutions in this category encompass a wide variety of analytics tools across behavioral,product,mobile,web,and various other landscapes.Then they work their magic to provide insights into consum
103、er behaviors that help businesses focus their resources and optimize their return on their marketing and advertising investments.While every category of the modern marketing data stack is in flux,the analytics realm is particularly volatile.This summer,Google stopped processing data on standard Univ
104、ersal Analytics properties,a very popular tool for marketers,in favor of its next-gen Google Analytics 4.The change has created a challenge for many of its users,but an opportunity for makers of similar tools.So marketers will not only be assessing GA4,but other Google alternatives such as Snowplow,
105、Piano,RudderStack,Amplitude,Heap,Mixpanel,and others.Particularly as martech and adtech come together,marketers will be looking for analytics and data capture solutions that work across both categories,and that can understand how individual audience members interact with both marketing content and p
106、aid ads.The Snowflake Data Cloud allows organizations to bring all this data together easily,with proper security and governance,which means that our customers may be particularly interested in solutions that take analytics further.LEADERS Amplitude is a low code/no code digital analytics platform l
107、everaging user-based behavioral reports so non-technical team members can act on data.Data.ai is an AI-powered mobile market data and analytics provider,which offers competitive insights and intelligence to help businesses make data-driven decisions that accelerate and optimize their mobile strategi
108、es and maximize the success of their apps worldwide.Funnel helps marketers connect and normalize all of their marketing data with automated data cleaning and organizing,ensuring that marketing data is automatically refreshed and ready to use.Heap provides low-code analytics software to track custome
109、rs entire digital journeys,aggregating and integrating quantitative and qualitative data so marketers can uncover points of friction.Mixpanel provides fast self-serve analytics,allowing organizations to join Mixpanel data with existing data environments to understand user behavior and key metrics li
110、ke conversion and retention.Piano unifies customer data and behavior metrics to influence personalized customer journeys,and offers activation that helps brands launch campaigns and products faster,strengthen customer engagement,and drive personalization at scale.RudderStack is built to help data te
111、ams deliver value across the entire data activation lifecycle,from collection to unification and activation,making it easy to collect and send customer data to the tools and teams that need it.ONES TO WATCH Snowplows Behavioral Data Platform allows marketing and data teams to create and operationali
112、ze rich,first-party customer behavioral data to fuel advanced data-driven use casesdirectly from the Snowflake Data Cloud in near real time.16MODERN MARKETING DATA STACK 2023|THE MARKETING TOOLSENRICHMENTOnce a business has unified customer/user data into a single store,it may enrich profiles with t
113、hird-party data to paint a more precise and holistic picture.With the ongoing deprecation of cookies,brands are increasingly implementing robust first-party data strategies.Data enrichment is the process of improving those first-party data sets through third-party sources,resulting in higher address
114、ability or additional demographic attributes to better understand each customer more precisely.Enrichment providers can add such high-value attributes as demographics,behavioral patterns,or interests.They aggregate third-party data sources,social media data,behavioral tracking data,and other externa
115、l data sources.The process gives marketers a deeper understanding of their target audience and helps them provide a better experience,with more relevant timing and content of campaigns,which can improve engagement,conversion rates,customer satisfaction,and brand loyalty.LEADERS Crisp offers an ELT p
116、ipeline that ingests a live feed of data from the top 80%of U.S.retailers and distributors for real-time data enrichment.Equifax provides differentiated insights that give financial and consumer brands a deeper understanding of market dynamics,household economics,consumer behaviors,and business firm
117、ographics.Fetch provides brands with a way to engage customers,drive loyalty,and enrich first-person data based on consumer purchasing behavior,trends,and preferences ascertained through their rewards program for shoppers.G2 allows customers to enrich existing records with real user reviews,buyer in
118、tent signals,and access to competitive insights.GlobalData provides an end-to-end marketing and sales intelligence solution for B2B companies,enabling them to prospect,target,and enrich leads using both first-party data and proprietary account intelligence.Numerator is a data and tech company that d
119、elivers first-party,single-sourced consumer purchase and behavioral data from 1M+U.S.households for total consumer understanding.SafeGraph is focused on building the most accurate global places data set available,empowering modern builders to create world-class location-based applications and analyt
120、ics tools.Similarweb is a digital market intelligence company providing data and insights about website traffic,engagement metrics,referral sources,and audience demographics.TRUESTAR is a consulting company that helps clients analyze and visualize data.TRUESTAR uses a variety of data and solutions t
121、o help clients solve problems and accelerate data-driven decision-making.ZoomInfo helps companies find,acquire,and grow customers faster by enriching CRM lead and contact data with first-party and third-party B2B data on existing records.ONES TO WATCHBond serves clients globally with customer experi
122、ence and loyalty solutions,helping brands,customers,employees,partners,and the communities they serve to experience the benefits of growth.Affinity Solutions transforms data from more than 140 million debit and credit cards into actionable insights about consumer spending for marketers,agencies,cons
123、ultancies,and financial services companies.17MODERN MARKETING DATA STACK 2023|THE MARKETING TOOLSIDENTITY AND ACTIVATIONThis year,weve grouped three closely related categories under the umbrella of Identity and Activation:Identity&Onboarders,Customer Data Activation,and Advertising Platforms.These t
124、hree categories are closely related,each enabling marketers to activate first-party data to run effective campaigns.Well consider each category separately,though,in the pages that follow.Another change in this category is worth calling out in particular:The innovation in the martech space has led us
125、 to reposition the activation category this year.Where once activation was primarily managed through a complete customer data platform,more vendors are offering specialized activation tools,and were seeing Snowflake users adopt these technologies instead of or alongside their traditional CDP.The act
126、ivation space is particularly interesting with Snowflake.Traditionally,the most popular identity solutions would take data in a separate application and help fill in the picture around specific individuals or entities;then the data would have to be sent out to a different solution to activate a camp
127、aign for that audience.In the Data Cloud,some identity providers are standing up the activation component,meaning that Snowflake is not only witnessing this evolution,but helping foster it.Identity and activation have merged as a single umbrella category because were seeing more vendors offerand mor
128、e Snowflake users adoptadded activation functionality from the identity providers,as well as more identity functionality from CDPs and other activation providers.Furthermore,we see packaged CDPs,or platforms with end-to-end functionality,including Twilio Segment,Simon Data,and Zeta Global,continue t
129、o offer some form of identity resolution for first-party data.This combination of factors,when taken together,supports merging these formerly distinct categories together.Providers that have traditionally offered identity resolution are innovating in this space.Organizations require an effective pro
130、cess to attribute customer behavior and interactions across all touchpoints to a single,unified customer profile.And as noted last year,many organizations within this category are building identity,enrichment,onboarding,activation,and other capabilities within Snowflake,enabling these processes to h
131、appen faster and with greater security.LiveRamp,for example,has built product capabilities that let marketers improve performance and privacy by activating and measuring natively in Snowflake,while others,such as Neustar and Experian,are working toward similar capabilities as well.18MODERN MARKETING
132、 DATA STACK 2023|THE MARKETING TOOLSIdentity solution providers help their customers connect data points to individuals,such as resolving a device ID and multiple email addresses into a single identity,or recognizing that multiple personas are part of the same household.The result is a unified,persi
133、stent identity for each customer or audience member,allowing advertisers to efficiently reach their desired audience across multiple devices and accounts.Onboarding is the process of transferring that identity data to a third-party advertising platform,activating the data to determine who sees an ad
134、 campaign,and which campaign should be most effective.This improves campaign personalization and measurement by connecting an advertisers message to that unified,persistent identity.Theres a lot of overlap between the two disciplines,with many vendors providing aspects of each,or complete packages o
135、f the two.When we see these services used on Snowflake,were finding that vendors are able to deliver greater speed and compliance,accelerating and focusing their campaigns.As more marketers bring their customer data into Snowflake,the overlap or convergence of identity and onboarding in the Snowflak
136、e Data Cloud should continue to drive efficiencies.IDENTITY&ONBOARDERSLEADERSAcxiom is a customer intelligence company that helps brands manage data in a secure and governed way to better understand people,driving better customer experiences and greater ROI for business.Experian,a data analytics and
137、 consumer intelligence company,lets brands deliver personalized messaging,build complete customer profiles,gain data-driven insights into marketing performance,and activate across channels and devices.FullContact is a privacy-safe identity resolution company helping businesses create tailored custom
138、er experiences and improve identity verification by unifying data and applying insights in near real time.LiveRamp uses a native application in Snowflake to help businesses to onboard,identify,connect,unify,control,and activate data across different channels and devices to optimize marketing efforts
139、.MediaWallah helps customers build tailored identity infrastructure to power data-informed omnichannel activation,measurement,and governance for a 360-degree view of the customer.Merkles Merkury is a customer experience management platform that identifies anonymous customers as a cookieless ID,enhan
140、ces the ID with person-based data,and connects those IDs to platforms for targeting and analysis.Neustar(TransUnion)is an identity resolution provider that maintains accurate and enriched information about consumers with continuous,real-time data updates.Verisk Marketing Solutions(VMS),formerly Infu
141、tor,is an identity resolution solution that helps brands uncover what they need to know about consumers so they can make data-informed marketing and risk decisions.ONES TO WATCHAidentified uncovers the best opportunity to engage prospects using predictive analytics and AI-based relationship intellig
142、ence mapping based on 210 million U.S.consumer profiles and 80 million professional profiles.UID 2.0 is an open source,privacy-first identity solution built to provide a secure and accurate identity standard for the digital advertising ecosystem.19MODERN MARKETING DATA STACK 2023|THE MARKETING TOOLS
143、CUSTOMER DATA ACTIVATIONData activation solutions,such as customer data platforms,customer engagement platforms,reverse ETL providers,and others,are designed to make the activation process faster and easier.Activating your data means doing something with it to derive valuable outcomes.In the case of
144、 the marketing data stack,that means taking your identified and enriched audience data,creating relevant segments and audiences,and ultimately bringing it to paid channels and the owned-media platforms in particular(website,email,in-app,etc.)that help you reach those individuals with your messages.I
145、ts worth noting that these platforms that deliver messages to owned channelsincluding Braze,MessageGears,Simon Data,Iterable,and Zetaalso have the ability to connect directly to the Data Cloud for activation.LEADERSAcquia is a cloud-based enterprise marketing platform for building,managing,and optim
146、izing websites and delivering superior customer experiences.Amperity is an intelligent CDP allowing businesses to connect customer data from multiple sources so marketers,IT,and analytics teams have a holistic view of a given user.Braze is a comprehensive customer engagement platform that allows bra
147、nds to ingest and process customer data in real time to orchestrate and optimize contextually relevant,cross-channel marketing campaigns.Census is a data activation platform built on Snowflake,transforming the Data Cloud into a hub for marketing activation and empowering non-technical business users
148、 to take data-driven action.Hightouch is a data activation platform powered by reverse ETL so teams can sync customer data from the Snowflake Data Cloud into the tools your business teams use,including CRMs,email tools,and ad networks.HubSpot is an AI-powered customer platform that drives connection
149、 across the buyer journey for marketing,sales,and service teams.Iterable is the AI-powered,cross-channel communication platform helping to orchestrate individualized,harmonized,and dynamic customer experiences by closing the activation gap.Simon Data is a customer data platform that powers faster,mo
150、re precise segmentation and personalization by unifying customer data from the Snowflake Data Cloud with additional sources,bringing the work to the data.Twilio Segment helps simplify data collection from multiple touchpoints into one location,powering businesses to scale personalized,intelligent cu
151、stomer engagement with unified customer data.Zeta unifies identity,intelligence,and activation to deliver better experiences for consumers and better results for brands.ONES TO WATCHActionIQ is a customer experience hub built on a composable customer data platform that helps enterprise marketers to
152、activate data across customer experiences by providing audience segmentation at scale,customer journeys,and data streaming personalization.GrowthLoop,formerly Flywheel,empowers non-technical business teams to activate intelligent customer segments directly to marketing,sales,and customer service des
153、tinations.MessageGears is a cloud-native customer engagement platform that connects directly to the Data Cloud,letting users build flexible,personalized,real-time interactions across every channel for profitable and loyal customer relationships.20MODERN MARKETING DATA STACK 2023|THE MARKETING TOOLSA
154、DVERTISING PLATFORMSThe potential(and immediate results)of programmatic advertising have brought more vendors and more innovation to the advertising value chain.As a result,the ecosystem is quite complex,with different types of platforms,each with its own purpose.This category includes demand-side p
155、latforms(DSP),supply-side platforms(SSP),ad exchanges and ad servers,as well as other innovative advertising platforms.An SSP helps publishers monetize their advertising inventory by making it available to ad exchanges,while a DSP is the SSPs counterpart on the advertiser side,empowering brands to s
156、et up and execute campaign goals.An ad exchange is what connects SSPs and DSPs with each other to automate and enable the buying and selling process.Ad servers are the engines that allow advertisers and publishers to optimize,manage,and distribute ads across paid channels.LEADERSBeeswax,part of Free
157、Wheels portfolio,is a TV-optimized media activation platform enabling agencies to deploy their proprietary data targeting models,bidding tactics,and measurement standards to gain control over the buying process.FreeWheel,a Comcast company,provides comprehensive ad platforms for publishers,advertiser
158、s,and media buyers,making it easier for buyers and sellers to transact across all screens,data types,and sales channels.Magnite,an independent sell-side advertising company,helps publishers monetize their content across all screens and formats including CTV,online video,display,and audio.OpenX is a
159、supply-side platform that connects publishers and advertisers,powering better business outcomes across all environments including CTV,mobile,and web.StackAdapt is a self-serve,multi-channel programmatic advertising platform offering AI-driven targeting and robust measurement solutions.The Trade Desk
160、 is a media buying platform for advertisers and agencies to leverage data to buy media across the open internet.Yieldmo is an advertising platform that helps brands improve digital ad experiences through creative tech and AI,using bespoke ad formats,proprietary attention signals,predictive format se
161、lection,and privacy-safe inventory curation.ONES TO WATCHOpenAP makes it possible for unified ID-based audiences to be used for targeting and measurement across TV publishers in both linear and digital viewing environments,unlocking transformative,cross-platform campaign insights.The Sharethrough ad
162、 platform maximizes user attention and performance through research-backed ad enhancements while curating the inventory for optimized directness,sustainability,and quality.21MODERN MARKETING DATA STACK 2023|THE MARKETING TOOLSMEASUREMENT&ATTRIBUTIONEvery marketer wants to maximize ROI.Faster-moving,
163、more accurate campaigns minimize waste by engaging audiences at the right place and time.Measurement and attribution technologies provide a comprehensive understanding of investments across all channels,using high-quality data to assess the impact of a full campaign or one specific action.Marketers
164、define their KPIs and metrics in their measurement tools,which then apply analytical techniques to assess performance and outcomes.Attribution entails assigning credit and determining how various touchpoints and behaviors contributed to a particular result.Measurement and attribution provide critica
165、l insights that empower businesses to optimize strategies,allocate resources effectively,and make informed,data-driven decisions for achieving success and driving growth.Because many aspects of media planning and optimization still rely on manual processes that create inefficiencies and suboptimal i
166、nvestment decisions,measurement has become a critical capability.Modern marketers can algorithmically create,monitor,and optimize media plans,then run attribution models on the executed campaign.The resulting recommendations allow marketers to further maximize outcomes within budget and constraints.
167、LEADERSComscore is a cross-platform measurement currency for content,advertising,planning,and optimization.DoubleVerify offers digital media measurement and verification activation services so that advertisers can ensure the quality,safety,and performance of their digital advertising campaigns.IQVIA
168、 commercial solutions help healthcare and life sciences organizations responsibly and efficiently leverage sensitive data assets to create precise and actionable insights.NCSolutions provides targeting,optimization,and campaign measurement solutions outcomes by linking what consumers watch,see,or he
169、ar with the CPG products they buy.Nielsen is an audience measurement,data,and analytics platform that measures audience behavior across all channels and platforms,empowering clients with trusted intelligence that fuels action.Rockerbox helps marketers optimize their spend by identifying underperform
170、ing channels across the customer journey,featuring rule-based attribution,multi-touch attribution,halo analysis,geo lift,in-channel testing,incrementality,and media mix modeling.VideoAmp is an advertising measurement and optimization platform that unifies audiences across the disparate systems of tr
171、aditional TV,streaming video,and digital media.ONES TO WATCHAdImpact tracks ads across TV,digital platforms,print media,radio,and out-of-home advertising so users can search,view,and analyze specific ad creatives,campaigns,and effectiveness.EDO is a data analytics and measurement company tracking th
172、e impact of advertising across linear TV and streaming.22MODERN MARKETING DATA STACK 2023|THE FOUNDATIONAL TOOLSTHE FOUNDATIONAL TOOLSINTEGRATION&MODELINGBUSINESSINTELLIGENCEAI&MACHINE LEARNINGPRIVACY-ENHANCINGTECHNOLOGIES23MODERN MARKETING DATA STACK 2023|THE FOUNDATIONAL TOOLSINTEGRATION&MODELINGT
173、hese technologies and tools cleanse and model raw customer,marketing,and advertising data so it can be ingested and organized into a single repository before it is integrated,analyzed,and shared.This category also includes technology providers that offer data transformationthe process of changing th
174、e format,structure,or values of data to make it more organized and useful to humans and computers.LEADERSdbt is a data transformation framework that uses software engineering best practices such as testing and version control to reduce code,automate dependency management,and ship more reliable dataa
175、ll with SQL or Python.Fivetran is an automated data movement platform moving data out of,into,and across cloud data platforms so that data teams can focus on delivering analytics,rather than building and maintaining pipelines.Informatica is a data integration and management platform built to connect
176、,transform,route,and process an organizations data of any type,pattern,model,complexity,or workload.Matillion provides modern data integration using a low-code/no-code interface to accelerate data loading and data transformation for advanced analytics,ensuring timely data consumption at scale.Talend
177、 combines data integration,data quality,and data governance in a single low-code platform that works with virtually any data source to improve the reliability of your data.ONES TO WATCHAdverity is an integrated data platform for connecting,managing,and using your data at scale,automating complex dat
178、a integration and governance processes,and generating valuable insights.Airbyte is an open source data integration platform that simplifies the process of collecting,integrating,and moving data from various sources.Rivery is a cloud-based platform that provides a unified solution for ELT pipelines,w
179、orkflow orchestration,and data operations.24MODERN MARKETING DATA STACK 2023|THE FOUNDATIONAL TOOLSBUSINESS INTELLIGENCEBI tools analyze data and provide visualizations,reports,and dashboards to make that analysis available throughout the organization,from senior management on down.The insights deli
180、vered by BI technologies help improve decision-making.Companies can better understand audience behavior and sentiment,developing trends,and the effectiveness of marketing efforts across all channels.LEADERSMicrosoft PowerBI is a unified,scalable platform for self-service and enterprise BI thats easy
181、 to use and helps users gain deeper data insight.Mode is a BI tool powering ad hoc data analysis and self-serve reporting.It offers a centralized environment for data scientists,analysts,and business users to work together to derive data-driven insights.Sigma is a cloud-native analytics platform usi
182、ng a spreadsheet interface to empower business users to collaborate and make data-driven decisions through self-service BI.Tableau is a BI platform enabling data exploration for professionalsfrom business users to data scientiststo reveal insights with accessible machine learning,statistics,natural
183、language,and smart data prep.ThoughtSpot makes data insights actionable through an interactive and intuitive platform,delivering analytics and BI capabilities to users of any technical skill level.ONES TO WATCHDomo is a low-code BI and analytics data application platform allowing organizations to co
184、nnect,prepare,visualize,and analyze data from various sources in real time.Microstrategy is a BI platform empowering anyone within an organization to explore data,perform ad hoc analysis,create interactive visualizations,and share insights with others in the organization.25MODERN MARKETING DATA STAC
185、K 2023|THE FOUNDATIONAL TOOLSAI&MACHINE LEARNINGTo say that artificial intelligence is a red-hot category is to vastly undersell it.We noted earlier the incredible potential of LLMs to transform everything marketers do.The power for data scientists more broadly is also enormous.With AI,data scientis
186、ts are ever better at building algorithms to analyze vast quantities of data well beyond human capacity,surfacing insights that drive more personalized consumer experiences and more targeted and effective marketing tactics.This category covers AI and ML tools or platforms that help marketers surface
187、 unseen trends and implement predictive analytics to understand not only what has happened,but to forecast whats likely to happen next.A key trend in this category:Most of our leaders provide platforms with the flexibility to build your own custom models.Many of the up-and-comers on our watchlist ha
188、ve more industry specialization.Driven by the maturity of data science in marketing,theres an appetite for greater specialization,a trend we expect to accelerate.LEADERSAlteryx delivers easy end-to-end automation of data engineering,analytics,reporting,ML,and data science processes,letting enterpris
189、es everywhere democratize data analytics across their organizations for a broad range of use cases.Amazon SageMaker is a fully managed AWS service that helps businesses build,train,and deploy machine learning(ML)models using data from a wide variety of sources.Dataiku offers processing flexibility w
190、ith its ML model management capabilities,and cloud-optimized,enterprise-ready AI solutions,which lets technical and non-technical users build,deploy,and monitor data science projects.DataRobot delivers value-driven AI,a unique and collaborative approach to AI that combines an open platform,deep expe
191、rtise,and broad use case experience to improve how organizations run,grow,and optimize their business.Hexs platform for collaborative analytics and data science combines multi-player notebooks supporting SQL,Python,R,and no-code with data apps and knowledge management,helping teams to do more with d
192、ata together.SAS is a cloud-native AI,analytics,and data management platform used to drive innovation and insights,and transform data into intelligence.ONES TO WATCHPeaks cloud AI platform lets technical and commercial teams build,deploy,and manage AI applications at scale across their entire busine
193、ss.RelationalAI,a cloud-native AI coprocessor,provides integrated support for graph analytics,reasoning,optimization,and other composite AI workloads.26MODERN MARKETING DATA STACK 2023|THE FOUNDATIONAL TOOLSPRIVACY-ENHANCING TECHNOLOGIESPrivacy has become an increasing concern in terms of government
194、 regulation and consumer expectation.To meet the moment,tech makers are creating solutions that ensure that personal and proprietary information stays that way,while enabling effective marketing activities.These solutions help customers manage regulatory compliance,data quality,security,and consent
195、and preference status.They also provide clean rooms for secure and compliant data analysis.Examples of solutions that enable this are security and risk platforms that optimize and streamline the process for executing data subject requests,as well as data clean room applications that provide a secure
196、 environment for multiple companies to bring data together for joint analysis under defined guidelines and restrictions.In the data clean room,personally identifiable information(PII)is anonymized,processed,and stored in a compliant way.LEADERSHabu,a data clean room provider,enforces the highest sec
197、urity and privacy standards while enabling collaborative intelligence without data movement.OneTrust is a risk management platform designed to help teams manage privacy,risk,data governance,and compliance.Samooha democratizes access to secure data collaboration across clouds,with an intuitive UI tha
198、t allows nontechnical users to use clean rooms to leverage their data ecosystem with data-backed inference.ONES TO WATCHLockr provides a set of tools that let publishers verify and match consumer email addresses for targeted advertising while protecting users privacy and incorporating consumer conse
199、nt.Optables data collaboration and data clean room platform helps businesses leverage customer data in a privacy-conscious manner to improve targeting and campaign effectiveness.27MODERN MARKETING DATA STACK 2023|THE FOUNDATION OF THE MODERN MARKETING DATA STACKWith all of their data in one place,ma
200、rketers have a 360-degree view of the customer or prospect that can inform more effective decisions,and can unify it with the full breadth of their enterprise data.Marketers can also enrich their first-party data,without movement and copies of data,through Snowflake Marketplace,which contains more t
201、han 2,100 diverse data products and applications from hundreds of providers.Overcoming the need to copy and move data not only reduces latency to improve customer engagement,it also streamlines and improves governance and security.The Data Cloud also allows secure,privacy-centric data collaboration,
202、including the ability for marketers and advertisers to collaborate with data clean rooms.Snowflakes robust data sharing capabilities,combined with a best-in-breed partner ecosystem,ensures that marketers can build a scalable,performant,and efficient stack capable of delivering the differentiated cam
203、paigns that marketers and advertisers seek.Fundamentally,the Data Cloud allows organizations to model and transform their data right where it is stored.Snowpark,which gives users the ability to build robust AI and advanced analytics models using our secure processing of Python code(and other languag
204、es)right where their data resides,is a significant step change that ensures the highest standards of privacy and security while letting marketers eliminate data copies and silos.As a foundational principle,Snowflake empowers organizations to move their work to the data,not their data to the worka re
205、volutionary approach to realizing the potential of the modern marketing data stack.Marketers see significant benefits in the Data Cloud,including a data-driven view of the customer journey and deeper insights into cross-channel campaign performance from structured,semi-structured,and unstructured da
206、ta sets.Snowflake helps marketers achieve three absolute musts of modern marketing:Deliver high-speed,holistic insights.Using the Data Cloud,marketers can easily integrate the full breadth of customer datastructured and semistructured,internal and external sourcesto inform meaningful marketing analy
207、tics in near real time.Knowand serveyour customer.Marketers can access,unify,and activate first-,second-,and third-party data to power AI/ML models for segmentation,recommendation engines,and more,to better understand each customer and improve every engagement.Increase marketing/advertising ROI.A ho
208、listic view of data lets marketers know,in real time,which engagements drive the most impact,to take action across multiple channels to reach customers with the message and offer that the moment demands.An end-to-end view of your real-time data yields better insights with which to drive smarter,time
209、lier decisions.“No more silos”has been an aspiration for years,and marketers on Snowflake are making it happen.Build your modern marketing data stack on a solid foundation.THE SNOWFLAKE DATA CLOUD:THE FOUNDATION OF THE MODERN MARKETING DATA STACKWe have identified the key players in the modern marke
210、ting data stack by looking at actual customer data within the Snowflake Data Cloud.We see which technologies have real traction among real marketers driving real campaigns.Underlying all this activity,and all these technologies,is the Data Cloud itself.28INDUSTRIES BRING NUANCE TO THEIR STACKSWhile
211、this report takes a sweeping look at the general technology and trends around the modern marketing data stack,its worth discussing some of the trends specific to certain industries.Within the Snowflake Data Cloud,we can see how marketing organizations in a given industry tend to adopt foundational a
212、nd marketing-specific technologies.In this section,we combine insights from our customers with adoption data to examine how market imperatives shape the modern marketing data stack across five industries.MODERN MARKETING DATA STACK 2023|INDUSTRIES BRING NUANCE TO THEIR STACKS29MODERN MARKETING DATA
213、STACK 2023|INDUSTRIES BRING NUANCE TO THEIR STACKSFINANCIAL SERVICESThe rapid pace of technological advancement in the financial services sector has not only revolutionized how customers interact with their financial institutions and improved operational efficiency,it has also caused a significant t
214、ransformation in the strategic role of marketing.Customers have access to more information,more choices,and more channels with which to interact with financial firms.As a result,marketing expectations have shifted.CMOs in financial services are no longer just crafting brand messaging;many now bear t
215、he responsibility of executing the broader growth strategy and overseeing the entire customer experience.Looking at high-level trends,two stand out:The“Great Wealth Transfer”will drive increased demand for tailored,personalized customer experiences.Over the next two decades,parents and grandparents
216、are expected to pass down trillions of dollars to younger,more digitally savvy generations.This will raise the competitive environment as financial institutions fight for beneficiaries business.Because younger consumers expect seamless,digital,and personalized experiences,robust,data-driven personal
217、ization strategies will be essential.Leading banks are leveraging advanced analytics,ML,and AI to implement sophisticated,next-best-action models to boost sales.Through data,marketers can identify up-sell and cross-sell opportunities,and route the right message to the right customer,at the right tim
218、e.Again,the competitive pressures are enormous.In terms of their marketing data stacks,the financial services sector is notable for having considerably above-average amounts of ongoing data sharing,indicating the value of their data efforts and the more advanced maturity of the sectors approach to d
219、ata.That data maturity is also demonstrated by financial firms heavier-than-average adoption of solutions in the AI&Machine Learning category.Higher adoption of AI for marketing use cases in financial services may be in part due to the heavy dependence on AI for core financial services needs such as
220、 fraud detection and risk management.The customer data activation category has serious penetration in financial services,which has more adopters in the financial services industry than any other vertical.In fact,there are 28%more financial customers for the tools in that category than from the secon
221、d-highest industry.We also find that more finance customers prefer the packaged CDP approach over the composable model,in which a business assembles a collection of solutions to work from a single source of truth data repository.2930MODERN MARKETING DATA STACK 2023|INDUSTRIES BRING NUANCE TO THEIR S
222、TACKSHEALTHCARE&LIFE SCIENCESProviders,payers,and life sciences companies are inundated with data from varied sources,in different formats,with an overarching PII data security challenge.At the same time,patients expect these organizations to leverage this data to provide seamless care through each
223、step of their journey.Thats the leading element of two key trends were seeing in the healthcare space:The connection between personalized care and improved patient outcomes.More and more,consumers demand seamless experiences from the brands they interact with,and this includes healthcare providers.T
224、o improve in-person and digital patient experiences,HCLS organizations increasingly focus on unified patient views,bringing together electronic health records,clinical trial data,and more.This unified view helps optimize care,improve patient engagement,and reduce costs,as well as letting marketers d
225、rive targeted campaigns segmented by patient population.The rise of predictive analytics powered by AI and ML.AI and ML algorithms can predict patient and customer behavior and outcomes by analyzing historical data.HCLS companies can use predictive analytics to identify high-risk patients,anticipate
226、 disease progression,and target interventions accordingly.This helps care providers design proactive strategies,such as preventive care campaigns,early detection initiatives,and patient engagement programs that ultimately serve customer health and loyalty.The momentum among HCLS marketing organizati
227、ons has been to more broadly adopt the tools and technologies highlighted in the Customer Data Activation category,with a balance between packaged CDPs and a composable,best-of-breed approach to activation.Also,we see very strong adoption of the tools highlighted in the Integration&Modeling and Busi
228、ness Intelligence categories,demonstrating advanced data maturity and a focus on the foundational step of building a unified and holistic view of all patient data.MEDIA&ENTERTAINMENTThe streaming video revolution that began 15 years ago continues to transform the media and entertainment industry.Wit
229、h the rise of streaming platforms,media companies own the distribution channels and the direct consumer relationshipand therefore can use their consumer data for many purposes,including marketing.Three broad trends affecting the entertainment field are:Experimentation with pricing models.Streamers a
230、re trying tiered models,including ad-supported,low-cost/free tiers alongside premium,ad-free models.Theyre offering discounts for longer contracts.Theyre using customer data to target these offers to bring in new customers and reduce churn.The proliferation of data clean rooms.With increasing concer
231、ns about data privacy and regulations,data clean rooms provide a controlled and privacy-preserving space for two or more parties to bring together their data for joint analysis without exposing their sensitive or proprietary data to each other.While preserving privacy,marketers gain a more comprehen
232、sive understanding of their audiences to more precisely target their campaigns.Enhanced use of AI and ML for audience segmentation and campaign optimization.By quickly drawing more granular insights from enormous data sets,marketers can better understand audiences and their needs,tailoring campaigns
233、 accordingly.Using AI-powered predictive modeling,marketers can accurately forecast campaign outcomes and estimate customer lifetime valueessential to the health of a subscription-based service.AI also can better assess user interaction with a campaign,delivering deeper strategic intelligence.Lookin
234、g at how media and entertainment companies build their marketing stacks,we note that more and more providers are equipped to deliver first-party data activation in the Identity and Onboarding and Advertising Platforms categories,covering both supply-side and demand-side platforms.And,as mentioned,da
235、ta clean rooms are increasingly a big deal.On Snowflake,weve seen the number of data clean room relationships increase up to 7x from April 4,2022,to April 3,2023.31RETAIL&CONSUMER GOODSA number of trends are making life hard for retail marketers today.Privacy is a big issue in the consumer space,at
236、the same time that retailers need greater personalization to reach customers regardless of platform,and despite intense competition for attention.These are among the factors driving three key trends:The continuous rise of omnichannel marketing.Consumers interact with brands across an increasing rang
237、e of channels:websites,email,social media,and physical stores.Marketers continue to focus on refining a unified view of their customers.In this fragmented data landscape,marketing teams need a view of their customers across all channels to comprehend an increasingly complex customer journey.The grow
238、ing importance of personalization in retail.Consumers expect personalized experiences and recommendations based on past interactions and preferences,requiring marketers to analyze large amounts of customer data in real time.Theyre applying advanced AI models to their data to deliver automated and pe
239、rsonalized experiences at scale.The emergence of retail media as a significant trend.With retail media,brands can display targeted ads,offer product recommendations,and provide relevant content directly to consumers at the point of purchase.No longer forced to rely heavily on third-party advertising
240、 platforms,consumer brands can engage with customers using their own digital direct-to-consumer platforms.Brands thus strengthen their relationships with customers and gain valuable data on consumer behaviors and preferences,with which to optimize marketing campaigns,boost sales,and build long-term
241、customer loyalty.In terms of how the marketing technology stacks up for retailers,our data reveals that the retail and consumer goods industry has the highest concentration of packaged customer data platforms(CDPs),pointing to the industrys long-standing need for deep,personalized experiences across
242、 channels.Retailers are also highly focused on sharing data to the activation layer,to reduce latency and deliver differentiated experiences.On the downside,adoption of AI/ML platforms highlighted in the report is lower in retail and consumer goods than in other industries,indicating a clear opportu
243、nity for automation and predictive analytics.32MODERN MARKETING DATA STACK 2023|INDUSTRIES BRING NUANCE TO THEIR STACKS The use of AI to gain precise data about device adoption trends and customer behavior patterns.AI provides an efficient and precise way to analyze the data of hundreds of millions
244、of personal and business devices to unearth valuable insights.Telecom providers are using these AI-driven analyses to create new opportunities for their product,marketing,and customer care specialists.Looking specifically at how telecom providers set up their marketing data stack,we see significantl
245、y higher adoption of tools in the foundational categories than in the marketing/advertising-specific categories.In fact,the customer ratio is 10-to-1 in favor of foundational tech.That tells us that the industry is focused on breaking down data silos and unifying all customer and marketing data in a
246、 single customer 360 view.Telecom is also an industry with high relative adoption of AI and ML tools,albeit still with significant opportunity for growth.The use of AI in core operations for telecom providers,namely around network monitoring,has likely contributed to a lower barrier of entry for AI
247、in the marketing function.TELECOMMUNICATIONSUnlocking new revenue streams and rapidly adapting to meet customer demand has never been more critical for the telecom industry.Across this broad sectormobile services,broadband,enterprise solutions,and moremargins are shrinking,competition is fierce,and
248、customers expect personalization.Marketers are shifting to a cohesive data strategy to unify,analyze,and activate data,and they require a robust technology stack to execute it.Three of the most significant trends broadly affecting the industry are:The rush to monetize data.Telecom providers possess
249、a wealth of data ranging from customer profiles and call records to device usage metrics.With a data-driven approach,providers can enrich,analyze,and activate their data,letting marketing teams make data-driven decisions to achieve better business outcomes.The drive toward greater personalization.To
250、 deliver the personalized experiences and recommendations that consumers expect,telecom marketers are further developing the ability to analyze large amounts of customer data in real time,applying advanced ML to deliver automated and personalized experiences at scale.3233PERSONALIZE YOURMODERN MARKE
251、TINGDATA STACKEvery industry has its own challenges and opportunities,but even within a given industry,every business has its own niche,ambitions,and expertise.The vision of the modern marketing data stack outlined in this report represents an aggregate of the trends were seeing within the Data Clou
252、d.While the stacks are quite similar across industries,as weve just seen,there are meaningful nuances that shape the priorities and approach within every industry and for every company.In the following section,well take a brief look at a few Snowflake customers who have customized their approach to
253、digital marketing to drive success.34MODERN MARKETING DATA STACK 2023|CUSTOMER STORIESCHALLENGEAir Canada,Canadas largest commercial airline,provided scheduled air transport to 37 million customers across 185 destinations worldwide in 2022.After the acquisition of Aeroplan,the company found itself m
254、anaging different data setsincluding flight bookings and revenue,point transactions,member profiles,and marketing campaign response dataacross multiple on-premises and cloud-based environments.This meant that the Customer&Loyalty Analytics team was forced to locate,copy,and aggregate data at the cus
255、tomer level to run post-campaign analysis.The limitations of this process meant that it took weeks after campaign completion to have access to insights.Also,the process was not scalable,with insufficient capacity to perform post-campaign analysis on all campaigns.SOLUTIONThe company migrated from Te
256、radata and other cloud-based and on-premises data platforms to Snowflake,which now serves as its primary data platform.The ease of accessing data in Snowflake helped streamline analytics processes.All data ingestion as well as pre-and post-marketing campaign analysis is now done in Snowflake,leverag
257、ing Dataiku as the data science tool.The Customer&Loyalty Analytics team can now curate audiences based on a data-backed,360-degree view of the customer,assessing campaign performance at an individual level.This enables increased relevance,maximization of conversion,and shifting non-responsive targe
258、ts to reduce opt-out rates.IMPACT With Snowflake and Dataiku,a campaign analysis that once required two weeks now takes 3.5 hours to run,with a fixed one hour of data scientist time per week,as opposed to 20 hours per campaign.These rich insights allow the marketing team to better understand targete
259、d marketing efforts,whats working and whats not,and to track key metrics like website traffic,leads,and conversions to optimize future campaigns for better results and help maximize marketing-spend ROI.Easy-to-apply data masking rules allow the airline to protect customer data,more easily and effect
260、ively complying with GDPR and other privacy regulations.Data scientists spend 80%less time doing data prepthanks to advanced analytics processes automated by Dataiku and Snowflakeputting more effort into high-value deliverables.Rich insights deliver better understanding of targeted marketing efforts
261、,to optimize future campaigns.3435MODERN MARKETING DATA STACK 2023|CUSTOMER STORIESCHALLENGEIndeed is a leading job site with more than 300 million unique visitors every month.Indeed strives to put job seekers first,giving them free access to search for jobs,post resumes,and research potential emplo
262、yers.One of Indeeds goals is to offer a product platform that helps small business customers hire employees as quickly and easily as possible.To accomplish this,Indeeds marketing team needs to understand where the customer is on their hiring journey and educate them on advanced features that will he
263、lp with hiring.But they had no single source of truth to rely on,so they had to replicate data to ensure proper insights,which resulted in inconsistent data.The data team had to build custom pipelines to connect those insights to marketing automation tools.As a result,marketing campaigns took severa
264、l months to launch,and the marketing team lacked a standardized way of measuring results.SOLUTIONIndeed implemented Snowflake to build a single source of truth that collected data from all sources into one governed location.Snowflakes agile data architecture enabled the scaling of workloads with con
265、currency.Data sharing features allowed collaboration between teams as well as with reference data providers and integration partners via Snowflake Marketplace.Thanks to the democratization of data across the organization,marketers were able to get self-service capabilities,leading to faster time to
266、value.IMPACT Marketing campaign launches went from several months to same day.Sizing audiences went from hours to seconds,enabling near-instant audience insights.Previously took a quarter to build and send to one or two audiences;now teams can build and send to 10 times as many audiences in the same
267、 time period.35Sizing audiences went from hours to seconds,enabling near-instant audience insights.36MODERN MARKETING DATA STACK 2023|CUSTOMER STORIESCHALLENGETapestry is a leading New York-based house of modern luxury accessories and lifestyle brands consisting of Coach,Kate Spade,and Stuart Weitzm
268、an.The company,which prides itself on being customer-centric,continues to exponentially generate more and more data.On a daily basis,it processes about 4 billion rows and runs more than 100 major data processes.Tapestrys Data Science and Engineering team wanted to leverage all this data to optimize
269、the supply chain,product design,predictability,and the propensity of customers to buy its products.However,the companys legacy Hadoop-based data platform was hard to scale and consumed a lot of time and resources to maintain.And so the team began looking for a modern enterprise data platform that co
270、uld offer the speed and scale they required.SOLUTIONTapestry chose Snowflake as its modern enterprise data platform to support all of its brands and serve as its central data store.The company was able to double its data sources while still achieving significant cost savings compared to its legacy s
271、olutionall while maintaining high performance and minimal maintenance.Tapestry leverages Snowflakes data sharing to acquire new customers;sharing data through its traditional data pipeline from its legacy system took around six to eight weeks and required 10-15 people to help orchestrate,but with Sn
272、owflake it takes less than half a day to set up and just a few more days for validation.In addition,by bringing on Tableau and other tools within the same Snowflake environment,the team was able to build out tools such as Apollo,its self-service customer analytics platform.Now that Tapestry has esta
273、blished Snowflake as its foundational data platform,the company is looking to leverage advanced features,such as Snowpark and Unistore,to allow smarter customer-centric decision-making.IMPACT Tapestry doubled its data sources while still achieving significant cost savings.The company created a self-
274、service customer analytics platform in Tableau,named Apollo,powered by Snowflake.All business users now have access to Tableau dashboards offering robust analytics capabilities they did not have previously.36Tapestry doubled its data sources while still achieving significant cost savings.37MODERN MA
275、RKETING DATA STACK 2023|CUSTOMER STORIESCHALLENGEAccor is a leader in enhanced hospitality,operating 5,300 hotels in more than 110 countries around the world.The company encompasses 40 brands ranging from luxury to economy,and about 10,000 restaurants and bars.Accor had three main data challenges:Ex
276、tract data from multiple sources,collect it into one location,and format it so that users could have a single view of all data.Create and foster a“data culture”in which every employee understood how to collect and capture data the right way so it could be used in the most meaningful way.Be prepared
277、for emerging technology and business trends such as AI.Accor needed to have a platform that enabled the building of advanced algorithms.SOLUTIONAccor implemented Snowflake to create a single source of truth for all of its employees.The team of data experts was able to switch to Snowflake seamlessly,
278、and can now rely on a platform that safeguards data privacy by design.Accor has also launched a major initiative on data governance,and to give all users simple,guided access to the data mart built on Snowflake.IMPACT Accor is now able to offer a reporting dashboard to hotels that offers updated,acc
279、urate data.This data allows hotels to offer customers a personalized experience,whether they are interacting physically or digitally.37Accors single source of truth in Snowflake allows hotels to offer customers fully personalized experiences across digital and physical channels.38MODERN MARKETING DA
280、TA STACK 2023|CUSTOMER STORIESCHALLENGEBODi helps people create sustainable healthful habits,with more than 2 million subscribers using BODis online platform,which offers on-demand workouts,nutritional programs and supplements,and mindset classes.To support its customer retention and engagement init
281、iatives,BODi ingests and analyzes large amounts of subscriber and order data.Previously,BODis order data was stored in an on-premises data warehouse,while BODis online interaction data was kept in the cloud,and data from BODis online fitness community,mobile app,and marketing campaigns held in an en
282、terprise data lake.This created multiple,disparate data processing and storage technologies.Siloed data prevented BODi from achieving a 360-degree view of the customer,inhibited marketing and distributor insights,and made it difficult to correlate behaviors that impact health goals.Technical constra
283、ints led to additional complexity that delayed time to insight and made some questions unanswerable.SOLUTIONSeeking to effectively leverage data to support customer health and business outcomes,BODi centralized data ownership and reimagined its data architecture.BODi chose the Snowflake Data Cloud t
284、o serve as the“core layer”of its data architecture.Snowflakes near-infinite scaling of storage and compute solved BODis latency issues and allowed data teams to focus on eliminating complexity and unifying data.Consolidating customer video engagement,purchase history,and platform and marketing inter
285、actions in Snowflake increased transparency to BODis customer journey and allowed BODi to deliver a richer customer experience.Snowflakes ability to work with a wide array of industry-leading tools and technologies makes it easier to deliver actionable self-service insights for BODis analytics users
286、.Now,BODis analytics environment efficiently delivers meaningful insights to support the diverse needs of multiple departments across marketing,product,finance,and operations.BODis customer scoring system and insights provide marketers with the tools to personalize relevant content and develop campa
287、igns that resonate,while ML models produce accurate forecasts for financial and operational needs.All of these data modernization efforts are enabling efficient data-driven growth across the organization.IMPACT 240 x improvement in query performance Delivery of new data elements to requestors in fou
288、r days or fewer instead of six weeks Single source of truth for customer,distributor,and financial data sets38With Snowflake,BODis analytics environment efficiently delivers meaningful insights across marketing,product,finance,and operations.Learn more about the modern marketing data stack and how S
289、nowflake can help you improve yoursand get more value from your data.INSIDE THE MODERN MARKETING DATA STACKView the virtual event for insight from Snowflake CMO Denise Persson,a deeper discussion of the report findings,and conversations with customers who have modernized their marketing data stacks
290、in the Data Cloud.SNOWFLAKE FOR MARKETING ANALYTICSLearn how the Snowflake Data Cloud can help you unify your fragmented data to empower superior customer experiences,optimal return on your marketing and advertising investments,and sustained growth.CONTACT US DIRECTLYCut to the chase:Reach out to sp
291、eak one-on-one with a Snowflake expert to learn how the Data Cloud can uplevel your marketing and much more.MODERN MARKETING DATA STACK 2023|NEXT STEPSNEXT STEPS40MODERN MARKETING DATA STACK 2023|APPENDIX:DETAILED METHODOLOGY APPENDIX:DETAILED METHODOLOGYIdentify the full list of technologies for th
292、e marketing data stack:We looked at Snowflakes active customers use of marketing technologies during the analysis period.Active customers are defined as:A customer with either a capacity or an on-demand/self-service contract,with a contract end date that has not passed A customer that has generated
293、revenue for Snowflake in the last year The technologies considered as part of the four categories of Data Stack Foundational Tools must be active members of the Snowflake Partner Network(SPN),or have a comparable agreement in place with Snowflake.The technologies for the six categories of the Market
294、ing and Advertising Domain-Specific Tools and Platforms must either be active members of SPN,or be Snowflake Marketplace Partners that have agreed to the Marketplace Terms and Conditions.Growth figures included all active Capacity and Self-Service customers as of April 4,2022,with positive Snowflake
295、 revenue during the year ending April 3,2023.Percentages reflect increased customer consumption of the respective tools within each category.Split the technologies based on their type of Snowflake consumption:The multiple workloads that exist in Snowflake,combined with the optionality of different a
296、pplication deployment models available in Snowflake,means that vendors integrate with the Data Cloud in different ways and for different purposes.To accurately evaluate market leadership and adoption levels,particular metrics were applied to providers based on the type of Snowflake consumption.Speci
297、fically,the analysis consisted of splitting the technology providers into two separate categories:Technologies that use Snowflakes workloads for data integration,transformation,and analysis;and technologies using Snowflakes collaboration workload.The overlap for tools operating on both sides was les
298、s than 0.5%.The goal of this research was to identify the technologies that have developed a significant,active customer base within Snowflake.The analysis was conducted over a 12-month period,from April 4,2022,to April 3,2023,looking at more than 8,100 Snowflake customers.The process was as follows
299、:41MODERN MARKETING DATA STACK 2023|APPENDIX:DETAILED METHODOLOGY Identify key metrics needed to measure success of different marketing tools for each category.The metrics for technologies using Snowflakes core workloads for data integration,analysis,and transformation were:Total number of active cu
300、stomers using the technology on Snowflake Total credit consumption the technology uses on Snowflake For technologies using Snowflakes collaboration capabilities:Total number of stable edges that include the technology.Stable edges are the ongoing relationships between providers and consumers of data
301、.A stable edge is defined as a data share that has produced at least 20 transactions in which compute resources are consumed and such consumption results in recognized product revenue over two successive,three-week periods(with at least 20 transactions in each period).Total credit consumption driven
302、 by data shares that the technology is using on SnowflakeGenerate an index based on the type of Snowflake usage that illustrates the level of market penetration achieved by the technology,and complement it with how deep that usage is.The calculation is based on the following weighted criteria:Techno
303、logies using Snowflakes core workloads for data integration,analysis,transformation:Breadth(50%):number of active customers Depth(50%):total credit consumption Technologies using Snowflakes collaboration capabilities:Breadth(40%):number of stable edges Depth(40%):total credit consumption from shares
304、 Spend(20%):consumption dollars,as a pointer for breadth of adoption of managed applications besides the data sharing usage Data enrichment category:Breadth(100%):Number of stable edges,to prioritize measuring collaboration for enrichment purposes rather than size of different organizations data set
305、sRank/select the marketing technologies from 1 to N,where the lower number(ranking)is more favorable Combine the full list of technologies across both groups and normalize this ranking between 0-100.(A score of 100 would be the technology ranked first across every metric.)Leaders represent the top t
306、echnologies with the highest index in each category.Ones to Watch did not necessarily follow the leaders in their standing,but were selected based on multiple factors such as strong recent momentum in the market,innovative technology or approach with Snowflake,or have recently demonstrated strong cu
307、stomer capabilities.42MODERN MARKETING DATA STACK 2023|APPENDIX:PARTNER PROFILESAPPENDIX:PARTNER PROFILESIn this appendix,we provide a little more information about the capabilities of each of the technology leaders featured in this report.Powered by Snowflake,industry-leading marketing and data tec
308、hnologies help marketers deliver compelling,measurable results,from reducing the cost and friction in marketing campaigns to bringing the right message to the right audience at just the right time.Find,try,and buy live,ready-to-use data and applications to power innovative business solutions from ma
309、ny of these providers on Snowflake Marketplace.ANALYTICSAmplitude is a digital analytics platform that helps teams build better digital products and experiences.By providing self-service visibility into the entire customer journey,Amplitude helps teams understand what their customers love,where they
310、re getting stuck,and what keeps them coming back.Building upon the companys integrations with Snowflake,Amplitude recently announced Snowflake-native Amplitude.Snowflake-native Amplitude allows joint customers to seamlessly and securely access self-serve behavioral insights directly within their Sno
311、wflake instance.Together,Amplitude and Snowflake deliver increased ROI for joint customers looking to take action on their data to drive active user growth,improve monetization,and increase retention.Learn more at provides the worlds leading brands the visibility they need with AI-driven estimates t
312、o gainand maintainthe most powerful competitive advantage.Data.ai helps businesses unlock an AI-fueled view of the mobile landscape at every stage of the customer journey.Through Snowflake Secure Data Sharing,organizations can gain insight into mobile app performance for strategic product,marketing,
313、and growth decisions.Funnel is the marketing data hub designed to help marketing teams own their performance.With Funnel,marketers can connect data from any marketing platform,and store,organize,and share itall without writing a single line of code.Funnel takes care of building and maintaining the c
314、ountless API connections and ensures that marketing data seamlessly integrates with Snowflakes Data Cloud.With Funnel and Snowflake combined,marketers are ready to unite all their data and unlock new insights.Heap is a low-code,easy-to-use digital insights platform that captures a complete behaviora
315、l data set and syncs directly to Snowflakes Data Cloud.Data teams can access query-ready clickstream data in Snowflake via Heap Connect,a data sharing integration that seamlessly sends behavioral data into Snowflake.Marketing teams can sync user segments to Snowflake or combine behavioral data with
316、other data sets for deeper analysis,activating their behavioral data to power targeted marketing campaigns.More than 10,000 organizations trust Heap to increase revenue,improve conversion,accelerate decision-making,and drive business impact at scale.Learn more at heap.io Mixpanel enables marketers t
317、o get answers from their data in seconds.With a simple connection to Snowflakes Data Cloud without any code,Mixpanel helps marketers visualize and analyze user journeys and make data-driven decisions around awareness and conversion.Whether observing KPIs such as bounce rate,or doing a deep dive on a
318、ttribution and campaign performance,marketers can quickly gain insight into the full user journey and drive growth across channels.Learn more about how 8,000+customers unlock their data at Piano empowers every team to understand and influence customer behavior.By unifying customer data,analyzing beh
319、avior metrics,and creating personalized customer journeys,Piano helps brands launch campaigns and products faster,strengthen customer engagement,and drive personalization at scale from a single platform.Pianos flagship analytics tool,Piano Analytics,helps organizations seamlessly harvest digital dev
320、ice data and store it directly in Snowflake.This provides them with the power of the Snowflake platform for all device data,while organizing their data in one place without needing to maintain costly and complicated ETL processes.For more information,visit Piano.io 43MODERN MARKETING DATA STACK 2023
321、|APPENDIX:PARTNER PROFILESRudderStack is the cloud-native customer data platform thats purpose-built for data teams.RudderStack runs on top of the Snowflake Data Cloud and does not store data.This alleviates security concerns,reduces cost,and unlocks the value of Snowflake.Companies use RudderStacks
322、 end-to-end platform and flexible,powerful tooling to easily collect,unify,and activate customer data to drive growth for the entire business.Snowplow,the first-party customer behavioral data collection platform,delivers a powerful solution for data-driven marketing:Snowplow Digital Analytics,powere
323、d by the Snowflake Data Cloud.By capturing detailed customer journeys and constructing actionable behavioral profiles,Snowplow equips businesses with valuable insights to optimize customer acquisition and experience.Leveraging Snowplows direct streaming of first-party customer data to the Data Cloud
324、,organizations can activate real-time data for Customer 360,personalization,and machine learning.Snowplow and Snowflake enable organizations to effectively reach,engage,and win customers while ensuring data governance and compliance.Learn more at snowplow.io BUSINESS INTELLIGENCEDomo puts data to wo
325、rk for everyone so that they can multiply their business impact.Underpinned by a secure data foundation,Domos cloud-native data experience platform makes data visible and actionable with user-friendly dashboards and apps.Domos native integration with the Snowflake Data Cloud helps customers get expo
326、nential value from their Snowflake data by putting it to work to drive better strategy and daily decisioning across organizations,while maintaining visibility and control of data assets.Domo helps companies optimize critical business processes at scale and in record time to spark bold curiosity that
327、 powers exponential business results.Learn more at With Microsofts Power BI,marketers can easily connect to,model,and visualize their data,creating memorable reports personalized with their KPIs and brand.They can get fast,AI-powered answers to their business questionseven when asking with conversat
328、ional language.MicroStrategy is the largest independent,publicly traded business intelligence company,with the leading enterprise analytics platform.Its vision is to enable“Intelligence Everywhere.”MicroStrategy provides modern analytics on an open,comprehensive enterprise platform used by many of t
329、he most admired brands in the Fortune Global 500.Optimized for cloud and on-premises deployments,the platform features HyperIntelligence,a breakthrough technology that overlays actionable enterprise data on popular business applications to help users make smarter,faster decisions.For more informatio
330、n about MicroStrategy,visit Mode is the modern business intelligence platform that clears the path from data to insights to uplevel decision-making at every level of an organization.Mode embraces the way modern data teams work,so that data leaders can drive more efficient,higher-impact analysis and
331、increased data maturity through true self-service.As the unified intelligence layer that connects directly to the Data Cloud,Mode maximizes modern data stack ROI and turns data into a competitive advantage for leading businesses across all sectors and stages.Sigma is a cloud-native data analytics an
332、d BI platform for the cloud data era,named 2023 Snowflake Business Intelligence Partner of the Year.Sigmas intuitive spreadsheet interface empowers business teams to independently and collaboratively explore billions of lines of live data in the Data Cloud,as well as combine data sources,build model
333、s,apply Snowpark ML models,and visualize and present through Sigma Workbooks.Sigmas governance,authentication,and fine-grain permissions ensure security,and Sigma Custom Functions lets users apply complex logic in an instant.Sigma unlocks the power of Snowflake for more data-driven decisions across an organization while reducing data workloads and costs.Tableau helps people see and understand data