ESSENTIAL DATA CAPABILITIES FOR MODERN MARKETING TEAMS
How to Unify, Analyze, and Activate the Data That Powers Amazing Customer Experiences
ESSENTIAL DATA CAPABILITIES FOR MODERN MARKETING TEAMS
How to Unify, Analyze, and Activate the Data That Powers Amazing Customer Experiences
ESSENTIAL DATA CAPABILITIES FOR MODERN MARKETING TEAMS
How to Unify, Analyze, and Activate the Data That Powers Amazing Customer Experiences
INTRODUCTION
Just over half marketing decisions are influenced by data1, and about the same percentage of marketing leaders are unimpressed by the results they receive from their investments in analytics, according to a 2021 Deloitte CMO Survey. In addition, nearly 59% of CMOs reported increased pressure from their CEOs to prove the impact of their marketing efforts. And following that, in 2022, investment in data-driven insights to improve organizations’ digital marketing activities grew by 37%.
But where should you start? And what capabilities should make up your Modern Marketing Data Stack so you spend your budget wisely and deliver the experiences your customers expect? And what will help you reveal new insights, drive more business, and demonstrate significant value to executive management?
Snowflake analyzed usage patterns from nearly 6,000 of our active customers to understand what technologies they use for their marketing data stacks.2 Snowflake has a unique vantage point because many organizations use these technologies in conjunction with Snowflake’s Data Cloud, alongside their martech stack. As such, we identified the core capabilities required, the technologies most frequently used to deliver on those capabilities, as well as technologies that are “Ones to Watch” due to their unique approach and innovation.
We observed there are typically six technology capabilities organizations consider when building their marketing data stacks:
Our analysis also revealed that the most sophisticated marketers power their marketing data stacks by employing a best-of-breed approach instead of building their own solutions from scratch. Of the approximately 500 Snowflake customers3 that appear in the 2022 Forbes Global 2000, a whopping 95.2% use at least one of the tools highlighted in this report, while an equally impressive 71.0% use three or more.4
Let’s explore each of the six capabilities that make up the Modern Marketing Data Stack and highlight the “Leaders” and “Ones to Watch” within them. We’ll also share examples of how specific Snowflake customers leverage these partner technologies in combination to enable data-driven marketing strategies and better business decisions.
We hope these inaugural findings provide a concrete and objective view of the tools, applications, and other technologies marketers choose to create their data stacks. In doing so, we aim to assist you in your own journey to data-driven marketing.
We observed there are typically six technology capabilities organizations consider when building their marketing data stacks:
Our analysis also revealed that the most sophisticated marketers power their marketing data stacks by employing a best-of-breed approach instead of building their own solutions from scratch. Of the approximately 500 Snowflake customers3 that appear in the 2022 Forbes Global 2000, a whopping 95.2% use at least one of the tools highlighted in this report, while an equally impressive 71.0% use three or more.4
Let’s explore each of the six capabilities that make up the Modern Marketing Data Stack and highlight the “Leaders” and “Ones to Watch” within them. We’ll also share examples of how specific Snowflake customers leverage these partner technologies in combination to enable data-driven marketing strategies and better business decisions.
We hope these inaugural findings provide a concrete and objective view of the tools, applications, and other technologies marketers choose to create their data stacks. In doing so, we aim to assist you in your own journey to data-driven marketing.
DID YOU KNOW?
ABOUT
of marketing decisions are influenced by analytics.
Gartner, Marketing Data and Analytics Survey 2020
ABOUT
of marketing leaders are unimpressed by the results they receive from their investments in analytics.
Deloitte, CMO Survey August 2021
NEARLY
of CMOs report increased pressure from their CEOs to prove the impact of their marketing efforts.
Deloitte, CMO Survey February 2022
Of the approximately 500 Snowflake customers that appear in the 2022 Forbes Global 2000, a whopping 95.2% use at least one of the tools highlighted in this report, while an equally impressive 71% use three or more.
- https://emtemp.gcom.cloud/ngw/globalassets/en/marketing/documents/2020-data-and-analytics-survey-research.pdf
- For the technology providers included in its report, Snowflake included companies that are currently part of the Snowflake Partner Network (SPN), that have an active co-marketing agreement with Snowflake, or that are active Marketplace Partners, subject to Snowflake’s Provider Terms of Service.
- As of July 31, 2022. Please see Snowflake’s Q2 FY23 earnings press release for a definition of total customers.
- Snowflake internal data, 2022. As of July 31, 2022. Please see Snowflake’s Q2 FY23 earnings press release for a definition of total customers.
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- https://emtemp.gcom.cloud/ngw/globalassets/en/marketing/documents/2020-data-and-analytics-survey-research.pdf
- For the technology providers included in its report, Snowflake included companies that are currently part of the Snowflake Partner Network (SPN), that have an active co-marketing agreement with Snowflake, or that are active Marketplace Partners, subject to Snowflake’s Provider Terms of Service.
- As of July 31, 2022. Please see Snowflake’s Q2 FY23 earnings press release for a definition of total customers.
- Snowflake internal data, 2022. As of July 31, 2022. Please see Snowflake’s Q2 FY23 earnings press release for a definition of total customers.
© 2022 Snowflake Inc. All Rights Reserved