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About a year ago, Snowflake launched Media Data Cloud, a suite of solutions built specifically to serve businesses with media and advertising needs.
Fast forward 11 months, and Snowflake is kicking the ball on the Data Cloud “World Tour,” making 21 stops in cities around the world. The tour kicked off in New York City on Wednesday.
The company has published its first annual report, “The Modern Marketing Data Stack,” which summarizes how Snowflake’s customers are using cloud and marketing technology providers.
Snowflake is releasing this preliminary report now because it has enough information to draw conclusions. Adoption of snowflake technology by companies in the marketplace has increased over the past two years, Snowflake CMO Denise Persson told AdExchanger.
The report is based on an analysis of 6,000 Snowfly Media Data Cloud customers and how they use the platform. (In content marketing, sharing a research method can be an opportunity to humble yourself.)
Snowflake surveyed 500 brands listed in the 2022 Forbes Global 2,000 ranking (another Humblebrag) on ​​how its customers use Snowflake’s platform to work with tech partners. More than 95% use at least one of the technology or data companies listed in the Snowflake Data Stack report, and seven in 10 use three or more vendors.
“There is a huge demand for education among marketers,” says Persson.
She adds that 20 or 15 years ago, marketing automation technology and DMPs were just starting to penetrate the market and efficiency was a scarce resource. (People know her personally, having served as B2B CMO at Apigee, the API maker that Google acquired in 2016, and before that at cloud data company Genesis. .
The report breaks down Snowflake’s vendor ecosystem, which currently includes more than 7,000 technology and data companies, into six key categories that marketers need to know: analytics, integration and modeling, identity and enrichment, activation and measurement, business intelligence and data science, and AI.
Another incentive for Persson to publish the report came when Snowflake determined that sophisticated marketers and data-driven businesses tend to use third-party technology for these six use cases. (However, it is important to note that not all merchants use third-party partners. Some customers have tried or are trying to create solutions themselves.)
But Snowflake is trying to grease the funnel a bit so that marketers looking for partners can test those vendors on the platform.
Unlike Forrester Wave, Snowflake has six vendor categories each with five “Leaders” and vendors listed as “To Watch.”
The measurement and activation category, for example, puts Breeze, HubSpot, TradeDesk, VideoAmp and Simon Data as leaders. Zeta, Rivery and Hightouch are classified as Watch.
The only exception is the identity data provider category, which lists eight vendors with Snowflake: Acxiom, Aidentified, Experian, FullContact, Verisk (acquired by Infutor this year), LiveRamp, Merkle and Neustar. (They are listed equally and are not divided into leaders and subordinates.)
The idea isn’t that businesses need a vendor for every use case listed in Snowflake’s report, Persson said.
For example, Snowflake client TripAdvisor works with Simon Data (a leader in the measurement and activation category) and Tabola (a leader in the business intelligence category). Another brand, cosmetics company Glossier, uses Stripe, Fivetran and Dbt to connect its physical supply chain with marketing data and sales forecasting.
It took years, maybe two decades, for marketers to develop solid business practices and web analytics, programmatic advertising, and cloud data.
And now marketers have a lot to learn, Persson said.
“They’re back on the maturity curve and at the beginning,” she says of how first-party data and privacy technology are fueling data-driven marketing.
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