New Snowflake partnerships should allow marketers to do more with data while remaining compliant
How the expanding Snowflake ecosystem meets challenges to discover precise audiences without crossing the privacy line.
Cloud data platform Snowflake has teamed up with marketing data company Zeta’s CDP and identity graph to power more precise campaigns backed by Snowflake’s records and secure data sharing.
Also this week, Snowflake welcomed data security company Ketch as an Accelerated Governance Partner.
In the increasingly regulated data business, marketers have added pressures to use the data they have access to effectively, while also making sure that they remain privacy compliant. These recent moves increase the ability for partners within Snowflake’s ecosystem to deliver more targeted campaigns for marketers while also using tech partners to ensure that these practices follow new privacy laws and best practices.
Zeta’s partnership with Snowflake, for instance, now allows Snowflake enterprise customers to use Zeta Connect, which connects them to Zeta’s CDP+. Another offering, Zeta Enrich, uses Zeta’s proprietary identity graph to get highly targeted audiences out of unstructured data that might come in from a marketer’s website or other channels.
On the governance side, the partnership with Ketch allows marketers to discover and classify the data they have stored to understand what types of sensitive and personal data they are. Once the data is classified, Ketch enforces security policies on the data in Snowflake, triggering secure views with masking, tokenization and anonymization.
Why we care. This is a good example of why marketers and their tech partners have to be cutting edge in both their ability to create targeted, effective audiences, while also being privacy compliant. As Snowflake demonstrates with these recent partnerships, technology can help solve for both of these challenges.