I still remember the exact moment I first realized my marketing data was trapped. A long time ago in a land far away, I was digging into the journey of a web conversion that excited me because it was a great lead and I was determined to replicate its success. Like many marketing automation tools, once a lead converts and their identity is revealed, we gain insight into their journey.
In this case, I delved into their website engagement and noticed their “entry point” landing page. Naturally, I wanted to determine the number of opportunities directly associated with that specific landing page. It seemed simple enough — connecting visits to leads, leads to opportunities, and generating a visit report while grouping it by the entry point URL.
Disparate data points and a barrier to further analysis
Although I knew I could view conversion information from Google Analytics, it still didn’t provide the specific opportunity details I needed for further analysis. Though there are different workarounds and solutions, I wanted to be able to access all this information in one centralized location. While I had visibility into lead-level activity, there was no way for me to report on it at an aggregate level.
Few things are more frustrating than having the desired details right in front of you but lacking the capability to fine-tune them to the extent that they facilitate data-driven marketing decision-making. This is where my own curiosity began. If I needed a better marketing analytics solution, I knew other marketers did too.
Fast forward a few years…
Yes, years, and I finally freed my marketing data… with the powerful capabilities of Snowflake. Like many marketers, I do a lot of SEO keyword research to ensure that our marketing team addresses our customers’ questions comprehensively. And my team spends a lot of time writing SEO-driven content. Being able to tie those “soft cost” efforts directly back to an opportunity is gold.
Snowflake for marketing, but more specifically, Snowflake marketing analytics
All of this brings me here! I see you, and I know you’re also researching terms like “snowflake for marketing” and “snowflake marketing analytics.” So here I am, ready to provide you with a high-level understanding of why Snowflake is a valuable asset for marketing, with the goal of saving you precious time.
Consolidating customer data
In the era of multichannel marketing, customer data is scattered across different systems, such as CRM platforms, marketing automation tools, and social media platforms. Snowflake acts as a central hub, seamlessly integrating data from these sources and consolidating it into a unified view of customer interaction.
By bringing together customer profiles, purchase history, engagement metrics, and demographic data, Snowflake enables you to gain a holistic understanding of your customers. This comprehensive view empowers you to personalize your marketing efforts, identify cross-selling and upselling opportunities, and deliver targeted messaging that resonates with your audience.
Personalization at scale
Delivering personalized experiences is no longer a luxury but a necessity for effective marketing. Snowflake helps you deliver a customer 360 view and enables you to leverage valuable insights to personalize your marketing campaigns at scale. By understanding customer preferences, behavior, and past interactions, you can tailor your messages, offers, and recommendations to match their individual needs and preferences.
Snowflake powers advanced analytics capabilities that allow you to segment your audience effectively and automate personalized marketing campaigns, ensuring that each customer receives a tailored experience. That kind of 1:1 experience drives engagement and loyalty over the long term.
Customer journey mapping and optimization for activation and beyond
Understanding the customer journey is essential for designing seamless and effective marketing experiences, especially when every customer is unique. A single view of the customer allows you to map and analyze the customer journey across multiple touchpoints and channels. By visualizing the customer journey and identifying key touchpoints and pain points, you can optimize your marketing efforts and create targeted interventions that guide customers through the sales funnel more easily.
However, many data unification use cases are driven by the ultimate goal of activation, which is important, but it’s also just one piece of a marketer’s data needs. With the right data sources, marketers can analyze the entire market against their customer journey to help them drive decision-making that actually keeps the “market” in their marketing programs.
Predictive analytics in marketing
With some advanced analytics and AI-driven insights, you can uncover hidden patterns and predict customer and market behavior. This enables you to develop hyper-targeted campaigns, identify high-value customer segments, and personalize your marketing strategies to maximize ROI.
Snowflake’s powerful predictive capabilities enable you to anticipate customer needs, proactively address churn risks, and drive revenue growth. Knowing what’s worked, what hasn’t, the ins and outs of your customer base, as well as your changing market — when implemented effectively, predictive analytics can help you know more and stay ahead.
Tableau and Snowflake: the right platform pairing to empower marketers
Tableau and Snowflake lead the charge when it comes to unified customer data — and for good reason. If you’re already using Tableau, you know how important it is to be able to drive interactive visual analytics that allow you to act on your data. Combine that with the power and flexibility of Snowflake’s Data Cloud, particularly with Snowpark specialization. With the right partner, it’s easy to combine Snowflake with your existing systems (such as Tableau, Salesforce, etc.) and start seeing workflow optimization and easy access to key data, all in one place.
Why now is the right time for marketers to embrace Snowflake marketing analytics
Historically, analytics solutions have catered to and heavily focused on sales and forecasting. Marketing teams have been underserved in the market with solutions that actually work. The cost of marketing will continue to increase and as the market and targeting becomes more intelligent, the businesses lacking these capabilities will fall behind their competitors.
By making the investment now, you will have more success in acquiring customers while managing overall marketing costs. Now is the right time because the challenges and costs of integrating disparate data sources to tell a complete story have never been easier to solve.
Atrium’s unique approach to Snowflake
Ours is the only consulting firm focused on delivering data-driven CRM strategy by applying the principles of data, analytics, and AI and machine learning to a select set of leading cloud platforms. We know Snowflake, but also know your everyday applications of it — your marketing analytics use cases, short- and long-term goals, and the stakeholders you serve.
We help our customers maximize the value of their data and bring predictability and growth opportunities to their business. Atrium’s approach to Snowflake consumption at the start of the project allows for business justification by cost when we begin. As a team, our focus has always been focused on delivering the right business outcomes that drive increased productivity with insight to action and ROI on data investments. That’s why we’re proud to be the Snowflake partner that pays for itself.
Learn more about our Snowflake services and how we can help you take charge of your analytics to turn customer insights into action.