Amperity, the leading AI-powered customer data platform (CDP) for enterprise brands, today announced that it has been recognised as a Customer Data Activation Leader in the Modern Marketing Data Stack 2023: How Data-Forward Marketers Are Redefining Strategies to Unify, Analyse, and Activate Data to Boost Revenue executed and launched by Snowflake, the Data Cloud company.
The Snowflake Modern Marketing Data Stack
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 analysing usage patterns from a pool of approximately 8,100 customers as of April 2023, Snowflake identified ten technology categories that organisations 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 maximise campaign ROI. The ten categories include:
- Analytics and Data Capture
- Identity and Activation
- Identity and Onboarders
- Customer Data Activation
- Advertising Platforms
- Measurement and Attribution
- Integration and Modeling
- Business Intelligence
- AI and Machine Learning
- Privacy Enhancing Technologies
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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 continue to expand their investment in their customer data to improve their organisation’s digital marketing activities. Snowflake’s goal is to empower them in their journey to data-driven marketing,” said Denise Persson, Chief Marketing Officer at Snowflake.
“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 identified in Snowflake’s report as a leader in the Customer Data Activation category for data activation solutions, such as customer data platforms, customer engagement platforms, reverse ETL providers, and others, which are designed to make the activation process faster and easier.
Activating data means doing something with it to derive valuable outcomes. In the case of the marketing data stack, that means taking identified and enriched audience data, creating relevant segments and audiences, and ultimately bringing it to the owned-media platforms in particular (website, email, in-app, etc.) 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, co-founder and CTO at Amperity.
“Together, we enable our joint customers to comprehensively unify all of their customer data using AI. We then enable comprehensive multi-channel activation across the marketing and advertising technology ecosystems. Amperity’s modern, future-proof connectors, bring first-party data to the post-cookie ecosystem through Amperity for Paid Media.”
Amperity delivers the data confidence brands need to unlock growth by truly knowing their customers. With Amperity, brands can build a unified customer profile foundation powered by first-party data to fuel customer acquisition and retention, personalise experiences that build loyalty, and manage privacy compliance.
Using patented AI and machine learning methods, Amperity stitches together all customer interactions to build a unified view that seamlessly connects to marketing and technology tools. More than 400 brands worldwide rely on Amperity to turn data into business value, including Alaska Airlines, Brooks Running, Endeavour Drinks, Planet Fitness, Seattle Sounders FC, Under Armour and Wyndham Hotels and Resorts.
For more information, please visit www.amperity.com or follow us on LinkedIn, Twitter, Facebook and Instagram.