Optimization, Personalization & Testing

Census leads in Snowflake’s Modern Marketing Data Stack Report

Census enables joint customers to build leading solutions on Snowflake’s Data Cloud that drive hyper-personalized marketing at scale with first-party data activation

Census today announced that it has been recognized as a Customer Data Activation Leader in the Modern Marketing Data Stack 2023: How Data-Forward Marketers Are Redefining Strategies To Unify, Analyze, and Activate Data to Boost Revenue executed and launched by Snowflake, the Data Cloud company.

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 analyzing usage patterns from a pool of approximately 8,100 customers as of April 2023, Snowflake identified ten technology categories that organizations 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 maximize 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 are seeing the value of operating with the full breadth of their data, thanks to the Snowflake Data Cloud,” said Denise Persson, Chief Marketing Officer at Snowflake. “Census emerged as a leader in the Customer Data Activation category with joint customers leveraging their technologies to enable marketing teams to build, activate, and manage custom audiences natively on top of Customer 360 data in Snowflake.”

Census was identified in Snowflake’s report as a leader in the Customer Data Activation category for its ability to sync first-party data and audience segments into 200+ destinations and power omnichannel marketing and enhanced personalized experiences.

“We are thrilled to be recognized by Snowflake as a Leader in Customer Data Activation,” said Boris Jabes, CEO of Census. “As one of our strategic partners, Snowflake shares our mission to power personalized customer experiences from the Data Cloud. Census is committed to driving innovative solutions with Snowflake, such as our Audience Hub, for marketing teams to incorporate more data into their audience and campaign strategies.”

Click here to read The Modern Marketing Data Stack 2023: How Data-Forward Marketers Are Redefining Strategies To Unify, Analyze, and Activate Data to Boost Revenue.

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