Amperity, the premier AI-powered customer data platform (CDP) for corporate brands, announced today that it has been named a Customer Data Activation Leader in the Modern Marketing Data Stack 2023: Customer Data Activation. Snowflake, the Data Cloud startup, executed and launched How Data-Forward Marketers Are Redefining Strategies to Unify, Analyse, and Activate Data to Boost Revenue.
Snowflake’s data-backed analysis identifies best-of-breed solutions utilised by Snowflake customers to demonstrate how marketers can effectively identify, service, and convert valuable prospects into loyal customers by leveraging the Snowflake Data Cloud and associated partner solutions. Snowflake identified eleven technological categories that organisations consider when creating their marketing data stacks by analysing usage trends from a pool of around 8,100 customers as of April 2023. The detailed research illustrates how consumers are embracing solutions from a rapidly changing ecosystem, highlighting the confluence of adtech and martech, the rising importance of privacy enhancing technology, and marketers’ greater focus on measurement to maximise campaign ROI. Among the ten categories are:
- 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
The report delves into each of the Modern Marketing Data Stack categories, highlighting technology partners and their solutions as “leaders” or “ones to watch” within each category, with a focus on companies that are active members of the Snowflake Partner Network (or have a comparable agreement in place with Snowflake) as well as Snowflake Marketplace providers. In addition, the paper explores how current Snowflake clients employ a variety of partner technologies to enable data-driven marketing approaches and informed business decisions. The report from Snowflake provides a detailed breakdown of the partner solution providers and data sources that marketers employ to create their data stacks.
“Marketing professionals are increasing their investment in customer data in order to improve their organization’s digital marketing activities.” “Our goal at Snowflake is to empower them on their journey to data-driven marketing,” said Denise Persson, Snowflake’s Chief Marketing Officer. “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 named a leader in the Customer Data Activation category in Snowflake’s study for data activation solutions such as customer data platforms, customer engagement platforms, reverse ETL providers, and others that are designed to make the activation process faster and easier. Activating data entails doing something with it in order to obtain valuable results. In the case of the marketing data stack, this entails taking identified and enriched audience data, creating relevant segments and audiences, and ultimately bringing it to the owned-media platforms (website, email, in-app, and so on) 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, Amperity’s co-founder and CTO. “By working together, we enable our joint customers to use AI to comprehensively unify all of their customer data.” Then, throughout the marketing and advertising technology ecosystems, we enable comprehensive multi-channel activation. Through Amperity for Paid Media, Amperity’s modern, future-proof connectors deliver first-party data to the post-cookie ecosystem.”