Can Snowflake Be Your Marketing Cloud?
Snowflake is no longer just a data warehouse, it's an industry-leading Data Cloud you leverage to power your marketing campaigns.
Shiri Friedman
August 26, 2022
4 minutes
A data engineer is excited to reduce latency, while a marketer is excited to reduce duplicative ad spend. Either way, data is no longer isolated in a CDP -- it lives in Snowflake, where it's ready to be activated.
What does Data Activation look like? Lourenco provided two quick examples: connecting marketing data to supply chain data so marketers can push excess inventory or limiting the number of ads served when inventory is low. Both tactics focus on syncing Snowflake data to marketing tools to optimize ad spend.
In Part 2: Technical Deep Dive & Demo of Snowflake: The Marketing Platform, Sri from Snowflake and Andrew Jesien from Hightouch delivered a live demo showcasing how you can activate your 1st and 3rd party data in Snowflake in your favorite marketing tools.
Telling the story of a fictitious media company called Invention Media, they built an audience in Snowflake. They demonstrated how you can use Hightouch to run advertising campaigns on Facebook to an existing audience based on their other viewing habits. They answered questions about native diffing, data copying, and more.
Andrew and Sri also showed how you can use a drag-and-drop interface to build a cohort of users who satisfy certain conditions: age, gender, and viewing history. They took Snowflake tables, abstracted them in the hightouch platform to SQL queries that execute on Snowflake, and then distributed that data down to Facebook's APIs.
The integration between Snowflake and Hightouch enables you to access user data, build segments or cohorts and sync them to ad platforms, email personalization tools, and more.
Is all of this enough to call Snowflake a marketing platform? Is Snowflake a viable alternative to a traditional CDP? You can catch the recordings here or create a free Hightouch Workspace to get started.
