• by Laurie Sullivan  @lauriesullivan, September 30, 2022

Snowflake, best known for its data cloud, released a report -- Modern Marketing Data Stack -- that looks at patterns and the technologies used by nearly 6,000 of its customers that generated revenue between June 1, 2021, to June 1, 2022.

The idea was to understand what technologies they use in their marketing data stack to help others build out strategies.

Customers range from Slack and Tripadvisor to NBCUniversal and Disney.

Tripadvisor, like many other companies, face privacy regulations, changes in consumer needs and behaviors, and increased competition. It has forced the company to go through rapid transformation. Before adapting a modern marketing data stack anchored on Simon Data and Snowflake, Tripadvisor’s marketing was hindered by slow campaign deployment, no single view of the customer, and a cumbersome machine learning approach.

By leveraging bidirectional integration between Snowflake and Simon Data, Tripadvisor’s marketing team accessed a unified view of the user and launched personalized experiences central to its strategic initiatives. The company also used Tableau for visualization or powerful insights that support critical decision-making and offer access to deep analytics to any internal user, according to the report.

Technologies that Snowflake’s customers use, which make up tech stacks, include analytics, integration and modeling, identity and enrichment, activation and measurement, business intelligence, and data science and artificial intelligence.

The typical components of the marketing tech stack include marketing automation software from companies like Marketo, advertising destinations such as SEO or social media platforms, email service providers like Mailchimp, and others.

Of the approximately 500 Snowflake customers that appear in the 2022 Forbes Global 2000 list, 95.2% use at least one of the tools highlighted in this report, while 71% use three or more.

When it comes to analytics, the leading technology companies among the 6,000 customers include:

• Amplitude
• Data.ai
• Heap
• Mixpanel
• Twilio Segment

Integration and modeling include tools that cleanse and model raw data so it can be ingested and organized into a repository before it is integrated, analyzed, and shared. These companies include:

• Dbt
• Fivetran
• Informatica
• Matillion
• Talend

There are eight identity providers that offer improved performance for customers operating in the Data Cloud.

• Acxiom
• Aidentified
• Experian
• FullContact
• Verisk Marketing Solutions (Infutor)
• LiveRamp
• Merkle
• Neustar

Data activation is the portion of the marketing data stack that allows marketers to take action on organized data. Within this section, the report highlights measurement tools that specialize in offering organizations visibility and feedback, regarding the performance of their marketing and advertising campaigns and the most relevant parts that drive sales. These companies include:

• Braze
• Hubspot
• Simon Data
• The Trade Desk
• VideoAmp

The Business Intelligence category covers tools used for data analysis and visualization that use reports and dashboards to democratize key performance metrics consumed across the business by multiple user profiles and groups, including management. These companies include:

• MicroStrategy
• Mode
• Microsoft PowerBI
• Sigma
• Tableau

The category of data science and machine learning (ML) tools or platforms that help marketers implement predictive analytics to extract more granular insights from their data. It also improves forecasting or segmentation precision. This category includes:

• Alteryx
• Amazon SageMaker Data Wrangler
• Dataiku
• DataRobot
• H2o,ai