Exciting Developments in Marketing and Technology Unveiled at BUILD Conference in Seattle

Exciting Updates from BUILD: The Dev Conference for AI & Apps

Seattle, Washington is buzzing with anticipation as we lead into the BUILD: The Dev Conference for AI & Apps, taking place from November 12-14. This year, we’ll dive deep into some fascinating developments that promise to reshape the landscape of marketing and technology as we know it.

Shifts in Marketing Strategies

Over recent years, marketers have been grappling with powerful trends, spearheaded by the rise of advanced AI, a strong focus on privacy concerns, and the growing need for a data-first strategy. It appears that trends are no longer mere blips on the radar but rather have become fundamental pillars that will permanently reshape how businesses operate. With these shifts, the task of reaching audiences and driving revenue is evolving rapidly, making it more critical than ever for marketers to adapt.

The Modern Marketing Data Stack

A new report titled The Modern Marketing Data Stack shines a light on how these changes are forming a new status quo. It’s fascinating to see how the previous concept of a stack full of individual technologies has become an interconnected web still anchored by a central data core. This transformation is largely due to the concept of data gravity — the idea that large, unified data sets possess an irresistible power.

A Deep Dive into Data Insights

According to research involving over 9,800 customers using the Snowflake AI Data Cloud, we explore how businesses are molding their marketing stacks to catalyze growth effectively. Several key factors are recognized as vital players in this AI-driven and privacy-centric era, and they are no longer just trends; they have become essential for success.

This report also delves into a range of topics, including innovative measurement strategies, the rise of data-connected applications, and real-world marketing success stories that highlight the impact of these developments. Marketers will want to download the full report to stay informed about emerging trends and technology partners that are leading the way in this new landscape.

The Research Methodology

The research undertaken in this report spanned over a year (from May 1, 2023, to April 30, 2024) to track the technology utilized by the active customer base of Snowflake. The aim was to identify the tech that gained significant traction among these customers. Active customers were defined as those who maintained a valid contract and generated revenue, reinforcing the reliability of our findings.

Evaluating Technology Adoption

The study categorized various technologies under two essential functions: data integration and transformation and collaboration workloads. Surprisingly, there was minimal overlap, with tools primarily falling into one of these two categories, allowing for a clearer evaluation of how the different technologies leverage Snowflake’s capabilities. The analysis of growth figures was also vital in providing insights into the adoption rates of these marketing tools.

To further enhance our understanding, we developed a penetration index for Snowflake technologies based on their market presence and usage. This index scores technologies from 0 to 100, with lower scores indicating stronger market performance. By showcasing the best performers in the category, we can better understand which technologies are succeeding in the current climate.

Wrapping Up

The findings from this research highlight how essential it has become for marketers to embrace these transformations and understand the value of data-driven strategies. With the impending conference, the buzz in Seattle promises to be electric. Marketers and tech enthusiasts alike are encouraged to tune in, grasp the latest advancements, and rethink how they approach their marketing strategies in this dynamic, ever-evolving environment.