Snowflake’s data-backed report identifies the best-of-breed solutions used by Snowflake customers to show how marketers can leverage the Snowflake Data Cloud with accompanying partner solutions to best identify, serve, and convert valuable prospects into loyal customers. By analysing usage patterns from a pool of approximately 8,100 customers as of April 2023, Snowflake identified ten technology categories that organisations consider when building their marketing data stacks. The extensive research reflects how customers are adopting solutions from a rapidly-changing ecosystem and highlights the convergence of adtech and martech, the increased importance of privacy-enhancing technologies, and the heightened focus marketers have on measurement to maximise campaign ROI. The ten categories include:

• Analytics & Data Capture
• Enrichment
• Identity & Activation
  • Identity & Onboarders
  • Customer Data Activation
  • Advertising Platforms
• Measurement & Attribution
• Integration & Modeling
• Business Intelligence
• AI & Machine Learning
• Privacy-Enhancing Technologies

Focusing on those companies that are active members of the Snowflake Partner Network (or ones with a comparable agreement in place with Snowflake), as well as Snowflake Marketplace providers, the report explores each of these categories that comprise the Modern Marketing Data Stack, highlighting technology partners and their solutions as “leaders” or “ones to watch” within each category. The report also details how current Snowflake customers leverage a number of these partner technologies to enable data-driven marketing strategies and informed business decisions. Snowflake’s report provides a concrete overview of the partner solution providers and data providers marketers choose to create their data stacks.

“Marketing professionals continue to expand their investment in their customer data to improve their organization’s digital marketing activities. Snowflake’s goal is to empower them in their journey to data-driven marketing,” said Denise Persson, Chief Marketing Officer at Snowflake. “Amperity emerged as a leader in customer data activation because of its multi-patented approach to identifying, unifying and activating first-party online and offline data through a 360-degree view of the customer.”

Amperity was identified in Snowflake’s report as a leader in the Customer Data Activation category for data activation solutions, such as customer data platforms, customer engagement platforms, reverse ETL providers, and others, which are designed to make the activation process faster and easier. Activating data means doing something with it to derive valuable outcomes. In the case of the marketing data stack, that means taking identified and enriched audience data, creating relevant segments and audiences, and ultimately bringing it to the owned-media platforms in particular (website, email, in-app.etc) that help companies reach those individuals with the right messages.  

“We’re honoured that Snowflake has recognised Amperity as a customer data activation leader in this year’s Modern Marketing Data Stack report,” said Derek Slager, co-founder & CTO at Amperity. “Together, we enable our joint customers to comprehensively unify all of their customer data using AI. We then enable comprehensive multi-channel activation across the marketing and advertising technology ecosystems. Amperity’s modern, future-proof connectors, bring first-party data to the post-cookie ecosystem through Amperity for Paid Media.”

Click here to learn more about how Amperity and Snowflake partner to bring the modern martech stack to life.

(Editor’s note: This post is sponsored by Amperity)

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As consumer shopping preferences and behaviors evolve, Shiseido Americas needed a comprehensive solution to bring together and manage multiple data sources across its various brands to advance its marketing goals. Shiseido Americas discovered that Amperity is the only platform that brings together data from all online and offline touchpoints, including pre-purchase, point-of-sale, and post-purchase customer care to create unified customer profiles. 

“As an omnichannel retailer, we are laser-focused on understanding our customers and the channels they want to interact in, while ensuring we are delivering consistent customer experiences,” said Kristin Morseman, Senior Vice-President Americas Digital Transformation at Shiseido Americas. “With Amperity, we can unify and activate all of our customer data with the goal of creating a seamless omnichannel journey for our customers.”

Amperity’s patented, AI-powered identity resolution and unified customer profiles build a complete customer view enabling Shiseido Americas to target shoppers with affinity-based, personalised communications throughout their journey.

“The luxury beauty market is at the forefront of digital innovation, and they are finding unique ways of using data to gain a competitive edge in an omnichannel retail environment,” said Barry Padgett, CEO at Amperity. “By partnering with Amperity, Shiseido Americas now has the critical data foundation required to enable them to deliver real-time personalised customer experiences across in-store and digital worlds.”

To learn how other brands like Shiseido Americas are partnering with Amperity visit https://amperity.com/customers.

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