Excitement Builds for Upcoming AI & Apps Conference in San Francisco
San Francisco is buzzing with anticipation as the BUILD: The Dev Conference for AI & Apps gears up to take place from November 12 to 14. This event promises to showcase the latest product announcements while pushing the boundaries of what’s possible in the AI Data Cloud. Over the last few years, we’ve watched significant changes in the marketing landscape. With advanced AI leading the charge and privacy concerns becoming more pressing, the strategies used to engage audiences are being reevaluated.
A New Marketing Era
As we approach 2025, these shifts are no longer just fleeting trends; they have solidified into the essential groundwork of the marketing world. The latest edition of The Modern Marketing Data Stack dives deep into this transformed environment, unveiling emerging trends and detailing how the marketing technology stack has morphed into a network of interconnected technologies unified around a central data core.
What does this mean for marketers? For starters, the concept of data gravity—the idea that large, comprehensive datasets have a magnetic pull—has redefined how technologies are selected and employed. Instead of looking at the martech stack as isolated tools stacked like building blocks, we now view it as a symbiotic collaboration of technologies revolving around data.
Insights from the Snowflake AI Data Cloud
A recent study involving over 9,800 Snowflake customers revealed fascinating insights into how companies are rethinking their marketing stacks for better business growth. The comprehensive report highlights how strategies in this AI-driven and privacy-focused era have evolved, indicating that these changes are akin to the transformative impact of smartphones on our daily lives.
Within the report, three game-changing factors emerge as pillars of the new marketing landscape. It’s clear that this redefined status quo is dynamic and in constant flux. It indicates a shift toward more sophisticated marketing tools, better measurement strategies, and an adoption of data-connected applications, which are crucial for success in this new age.
Unpacking the Findings
The research methodology stretched over a year, spanning from May 1, 2023, to April 30, 2024, focusing on how various technologies are utilized within the Snowflake ecosystem. Active customers, who had valid contracts and generated revenue during this timeframe, played a vital role in shaping the results. The technology assessment considered those in the Snowflake Partner Network, ensuring only the most relevant tools were included.
One of the key takeaways highlighted in the report is the different ways tools categorize themselves within the Snowflake ecosystem. Technologies leveraging Snowflake for data integration and transformation are distinctly separate from those that utilize its collaboration workloads. Interestingly, less than two percent of tools operated in both realms, showcasing the varied focuses within the marketing stack.
Measuring Success: The New Metrics
To gauge the success of these tools, specific metrics were defined, tracking customer adoption, credit consumption, and growth rates between the two analyzed periods. This analysis provided a clear picture of which technologies are thriving within the Snowflake community.
In an exciting twist, an index was developed to assess market penetration and usage depth of technologies, effectively ranking them from 1 to N. This method not only sheds light on the leaders in each category but also identifies those to keep an eye on based on their recent progress and innovative solutions.
Why It Matters
As the upcoming conference unfolds, attendees will have the opportunity to explore these insights firsthand. Whether it’s understanding how to navigate the complexities of an AI-driven landscape or learning how to prioritize privacy and data-first strategies, the conference aims to equip marketers with the tools they need for success.
The insights shared in the report are essential for marketers looking to keep pace with the industry. As we look ahead, it’s clear that understanding and adapting to these shifts will be pivotal. So mark your calendars for November 12-14 in San Francisco; you won’t want to miss the latest in AI and app innovation!
