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Data management platform (DMP)
Discover how marketing organizations are preparing for AI-driven execution by building governed data foundations, strengthening decisioning controls, and operating more interoperable stacks.
The marketing landscape is being reshaped by three powerful forces: AI, data gravity, and privacy. Snowflake’s annual Modern Marketing Data Stack report is your guide to turning this complexity into a competitive advantage. Inside, discover the key trends, leading technology vendors, and real-world strategies that top marketers are using to drive impact.
When intelligent systems seamlessly enhance every touchpoint customers have with a brand — that’s the power of AI agents to revolutionize customer experience. AI agents can make decisions, perform tasks and adapt to an environment without constant human intervention to automate a broader range of tasks, including core business functions. Download this guide from Snowflake to […]
Martech and adtech continue to converge around first-party data, shifting the way advertisers connect with consumers. Meanwhile, increased privacy regulations, new identity frameworks and customer expectations present new challenges. Within this ever-changing landscape, three key factors are reshaping advertising and forcing the evolution of the ad buying process: data gravity, advancements in AI and increased […]
Join this webinar to learn how to maximize the value of your data for marketing, all while respecting user choice.
In recent years, marketers have watched powerful trends — notably the arrival of advanced AI, increased attention to privacy concerns and the need for a data-first strategy — change how they reach their audiences and drive revenue. Heading into 2025, these are no longer “trends.” They are the fundamental pillars of a new status quo […]
In a business landscape of rapid change and complexity, the imperative to get more value from marketing data continues to drive change. Marketers need to be able to execute full marketing coordination on a persistent data layer in order to strategically segment and plan, drive personalized campaigns and granularly measure their performance — all while […]
When it comes to better collaboration and personalization, increased productivity, and accelerated growth, future AI and ML marketing benefits are seemingly limitless, and valuable use cases for every stage of the marketing cycle are already available today. Download the ebook to learn five ways you can use AI, generative AI and machine learning right now […]
As marketers adapt to profound trends—the arrival of generative AI and large language models (LLMs), the convergence of adtech and martech, and greater attention to privacy issues—the right technology stack is essential to great marketing. Snowflake analyzed what its customers use most often to enhance marketing data analytics and more accurately measure performance and ROI. […]
Cross-channel communications are crucial to providing positive customer experiences for enterprise marketers. However, often this means regularly replicating and syncing customer data across disparate systems in order to deliver differentiated and personalized campaigns. But with all of this data movement, you end up stuck with a version of (not so real) “real-time” marketing data. The […]
Customer data platforms (CDPs) have become more and more a critical part of the MarTech stack. The right CDP is an essential tool to aggregate first-party customer data, create audiences and segments, and activate that data across the multiple touchpoints involved in the complex buyer’s journey. Ultimately, what’s at stake goes well beyond optimizing ad […]
With customers’ increasing demands and expectations, marketers strive to improve the timing and impact and ROI of customer engagements. Achieving this vision remains an uphill battle challenged by the growing number of marketing technologies that generate data silos and complex customer journeys. Marketers work tirelessly with fragmented data sources without a single source of truth. […]
Enterprise marketing teams use, on average, 52 marketing tools to manage everything from advertising and content to experience delivery and social media. The result is that most marketing teams continue to struggle with siloed data among all these tools, limiting their ability to unlock the full potential of their data and create personalized campaigns. This […]
For marketers, data is critical to initiatives such as personalization campaigns that increase customer lifetime value, multitouch attribution models that reveal how much each customer touchpoint contributes to a purchase or conversion, and machine-learning algorithms that enhance customer experiences. But if marketing organizations fail to unify their customer data as a starting point, they would […]
Marketing attribution is key to determining how various channels, messages, and offers impact customers’ decisions. Successful ROI measurement can result in optimized marketing spend, higher conversion rates, improved personalization, optimized creative assets, and improved product development. The more customer data you have, the more powerful and precise your attribution models can be—and the more ROI […]
Marketing organizations are eager to implement advanced marketing analytics to become more data-driven and maximize customer lifetime value, increase sales, and reduce churn. But companies face several hurdles when trying to transition to advanced analytics, including siloed data and reliance on engineering resources to create analyses, which makes real-time decision making impossible.In Snowflake’s interactive ebook, Moving […]