Exciting Innovations in Marketing Technology Unveiled at BUILD Conference in San Francisco
San Francisco was buzzing with excitement as tech enthusiasts and marketers gathered for the much-anticipated BUILD: The Dev Conference for AI & Apps, which ran from November 12-14. The event promised to showcase the latest advancements in the AI Data Cloud and explore how emerging technologies are changing the marketing landscape.
Transforming Marketing Strategies
Marketers have been navigating a rapidly shifting environment in recent years. The rise of advanced AI, heightened privacy concerns, and the increasing importance of a data-first strategy have become critical components for success. Looking ahead to 2025, these elements have evolved from mere trends to essential pillars that are fundamentally reshaping how businesses approach their audiences and drive revenue.
The Modern Marketing Data Stack Report
One of the highlights of the conference was the release of the latest edition of the Modern Marketing Data Stack (MMDS). This extensive report examines the current era in marketing technology, exploring not just the tools but the entire ecosystem that successful marketers now rely on. It reveals a new alignment where data gravity, or the overwhelming potential of cohesive data sets, has fundamentally altered the way we think about the marketing technology stack.
Insights from 9,800 Customers
With insights gathered from more than 9,800 customers within the Snowflake AI Data Cloud, the report highlights how the marketing stack is evolving. It sheds light on cutting-edge strategies that mark a shift in the AI-driven, privacy-first landscape that we find ourselves in today. This research revealed three groundbreaking factors that have become industry game-changers: not just a passing trend, but vital elements reshaping the future of marketing.
A Deeper Look into the Trends
The report delves into various new and emerging trends without overlooking the classic challenges marketers face. It addresses critical measurement strategies, showcases real-world success stories, and celebrates the sophistication of data-connected applications. If you’re curious about the future of your marketing stack, downloading the full report is certainly the way to go!
Research Methodology
The research conducted for this report spanned from May 1, 2023, to April 30, 2024. The goal? To identify the technologies that resonate most with the Snowflake customer base. Researchers focused on active customers—those who held a capacity or self-service contract and generated revenue for Snowflake during the analysis period.
The team meticulously categorized technologies into key groups, ensuring a detailed look at how different technology providers leverage Snowflake’s capabilities to create tailored solutions for marketers. The analysis distinguished between those using Snowflake for data integration and those using its collaborative functionalities, revealing minimal overlap amongst tools.
Monitoring Success and Metrics
Success metrics were a significant focus of the research. For example, tools utilizing Snowflake’s data transformation capabilities were assessed based on the total number of active customers and their credit consumption on the platform. Meanwhile, those leveraging the collaboration aspects were evaluated through a metric called stable edges. This term refers to the ongoing relationships between data providers and consumers, proving how interconnected the modern marketing world has become.
Understanding the Future
The report also introduced a penetration index for Snowflake technologies, showcasing market penetration and depth of usage. As innovative technologies continue to emerge, this index provides a clear picture of the tools gaining traction among users. In essence, it sorts technologies into categories of leaders and those to watch for their strong recent performance and promising capabilities.
Key Takeaways and Exciting Prospects
Attendees left the conference with a newfound understanding of how AI and data integration are revolutionizing marketing. The future of marketing technology is nothing short of exciting, with many opportunities on the horizon. Whether you’re a tech enthusiast, a marketer, or simply curious about the world of data, the revelations from the BUILD conference are sure to spark inspiration for the years ahead.
As we move forward into a new era of marketing technology, it’s clear that the foundations laid today will be pivotal to navigating an increasingly complex landscape. Stay tuned for more developments as the industry evolves!
