By letting marketers realize the goal of one-to-one targeting at scale, a successful personalization initiative drives sales, reduces churn, and increases customer lifetime value.
With a holistic view of customer data, marketers can send the right message to the right person at the right time, which is incredibly powerful. For example, Snowflake customer ASICS plans to use data from its Runkeeper app to personalize messaging for runners. The app’s Shoe Tracking feature shows users the mileage on their shoes and notifies them when their footwear needs to be replaced. By integrating Snowflake with Salesforce Marketing Cloud, it’s hypothetically possible for Asics to send runners an email with a discount voucher for their favorite shoe1.
Marketers can also personalize product recommendations on their websites and apps, which results in a better user experience and a higher rate of conversion.
Although the potential upside of personalization initiatives is huge, marketers need to make sure they comply with the growing patchwork of consumer privacy regulations, which include GDPR, California Consumer Privacy Act (CCPA), and emerging regulation in other U.S. states, such as Virginia’s Consumer Data Protection Act (CDPA).2 In an atmosphere of increased scrutiny, they also need to ensure that personalized content delivers something of value to the targeted audience, whether it is a special offer or information about a truly relevant product; otherwise, they run the risk of seeming invasive and undermining the relationship with those consumers.
The Snowflake Data Cloud enables marketers to overcome the typical challenges of implementing and scaling a personalization initiative in three major ways:
1. Snowflake protects customer data and enables regulatory compliance
A personalization initiative won’t be successful without detailed customer data, but securing customer data is just as important as setting a strategy for deploying it.
Snowflake is built on a multilayered security foundation that includes encryption, access control, network monitoring, and physical security measures, with comprehensive monitoring, alerts, and cybersecurity practices. This significantly reduces the risk of a data breach.
At the same time, the Data Cloud simplifies regulatory compliance by powering a marketer’s customer data needs. With a legacy data warehouse, customer data might be copied across and stored in multiple locations and cached in temporary environments, making it difficult to identify and delete every piece of data pertaining to a particular customer upon their request. Since data doesn’t generally need to be copied or replicated from one system to another when stored in Snowflake, compliance is far more straightforward.
2. Snowflake enables a 360-degree view of customers through secure third-party data
By enriching their customer profiles with demographic data, purchase data, life-event data, and other data types from third-party sources, marketers can increase the ROI of personalization initiatives through more accurate targeting. But getting external data into their environment and converting it into a usable format can be challenging, since ingesting data from even a single source sometimes requires considerable engineering resources.
Built on top of Snowflake’s Secure Data Sharing technology, Snowflake Data Marketplace enables data providers to publish a variety of data sets, which then become immediately available for use or purchase by Snowflake users. Marketers can gain instant access to continuously updated data from a pipeline of more than 125 third-party data providers, including Experian (consumer data), Braze (events and engagement benchmarks data), Heap (web and mobile behavioral data), and Ibotta (purchase data).
By integrating their first-party data with third-party data from Snowflake Data Marketplace, marketers can extract insights in a fraction of the time it would otherwise take to engage with external data sources, which accelerates their personalization initiatives.
3. Snowflake powers near real-time campaign optimization
The flexibility and scalability of Snowflake’s cloud infrastructure make it possible to optimize digital campaigns in near real time, which increases the ROI of a personalization initiative.
With Snowflake, there’s no need to balance batch data loads with processing for business intelligence, business analytics, and data science. These jobs can all happen in parallel, since computing resources can be added to available clusters as required. As a result, data analysts can report on campaign performance at any time, while data science powers personalization engines, all of which enable digital marketing teams to adjust messaging and creative assets for under-performing audience segments much faster, driving more sales and conversions.
To learn more about how Snowflake Data Cloud enables personalization at scale and drives customer lifetime value, join us for our Marketing Analytics Forum on June 24.