© 2021 Snowflake Inc. All Rights Reserved

© 2021 Snowflake Inc. All Rights Reserved


CUSTOMER 360:How Leading Marketers Are Overcoming Fragmented Data

GANESH SUBRAMANIAN | DIR PRODUCT MARKETING | SNOWFLAKE


Ganesh SubramanianDirector Product Marketing

[email protected]

mailto:[email protected]

© 2021 Snowflake Inc. All Rights Reserved 4

AGENDA

● Objective: Data-Driven Marketing

● Challenge: Fragmented Data

● Solutions: Overcoming Data Silos

● Getting Started: Customer Best Practices


AGENDA






THE OBJECTIVE: DATA-DRIVEN MARKETING

6

Exceptional Customer Experiences

I am using AI/ML to wow customers, make recommendations, and drive business outcomes

Multi-Channel / Multi-Touch AttributionI can optimize marketing spend and

predict the return on marketing spend

Segment & 1:1 Focused Marketing

I know my customer segments and can optimize content and engagement accordingly


AGENDA






CEO/CMO SAYS “BE DATA-DRIVEN”

MARKETING ANALYST

THE DISCONNECT


AN EXPLOSION OF DATA… AND DATA SILOS


THE BIG HEADWINDLegacy technology does not make this easy

Silos exist for a reason → As workarounds.

Need solutions that scale → Can’t be manual.

Need proven, practical solutions → Not never-ending transformations.


BUT MANY STRONG TAILWINDS

The best marketers are becoming data-savvy

Marketing and IT are fostering closer partnerships

Technology catching up (and passing) business needs


AGENDA






THREE KEY ELEMENTS

Marketing + IT Partnership Customer/Account 360 Iterate and Improve


EXAMPLES OF BEST PRACTICES

15

IT aligned with business units to

understand needs, then aggregated data

across merchants, customers, and dashers to fully

understand the health of the business

IT understood marketing objectives,

then created ROI Engine, which turned

data across marketing, sales, and 3rd party sources into

insights shared frequently internally

and externally

CRO understood a gap in ability to

attribute impact to specific marketing

strategies and proactively worked with IT to deliver

self-serve dashboards to the team

Data science team shared gap in ability to understand drivers of

merchant lifetime value, then worked with IT to aggregate

relevant data sources to support AI/ML around ‘next best

action’

Marketing + IT Partnership


Third Party DataAccess to all of your data

providers instantly via Data Marketplace

First Party DataAll of your data including sales, merchandising and supply chain

regardless of type or source

CREATING A CUSTOMER 360°

ACCESS | GOVERNANCE | ACTION

1

Second Party DataInstant and secure access to

data from partners without copying or moving data

23

Any Format

Near-Unlimited Scale

Sharing Without Copying or Moving

Customer/Account 360


THE DATA CLOUD TODAY

17

THOUSANDS OF ORGANIZATIONS

ARE SHARING DATA WITH THEIR

ECOSYSTEM

A software company shares terabytes of data with hundreds of customers

COVID-19 data is available live on Snowflake Data Marketplace from a US State, and other organizations

Today’s financial data is accessible immediately without data pipelines

Thousands of companies share data with suppliers, partners, or other business units

*Visualization based on actual Data Cloud sharing activity as of Jan 2021



CREATING A CUSTOMER 360°

18


Support all use cases...

at the same time...

with no performance issues

Structured v. Semi-structured

First/Second/Third-Party Sources

Flexible for the Future

One Platform for All Your Data

Support All Use Cases

Business Intelligence

Ad hoc analysis

Data Science

Personalization

Data integration and sharing

Scale and Performance


MARKETING ANALYTICS MATURITY CURVE

CAMPAIGN OPTIMIZATION

ROI ANALYSIS

CUSTOMER 360°

Clear picture of attribution and

marketing spend ROI

Data linked together in a single queryable

location

Activating data in highly-targeted

campaigns

DATASCIENCE

Machine learning powers 1:1 offers and

experiences

1 2

3

4

Iterate and Improve


AGENDA





© 202- Snowflake Inc. All Rights Reserved

AboutHigh-end women’s apparel company

60+ retail locations, E-Commerce, and Wholesale B2B

SituationGrew from wholesaler to primarily DTC and as a result, have many different systems, databases, point-solutions, BI tools, and

home-grown tools

FROM COMPLEXITY TO SIMPLICITYFrom 4 sources of data and 8 reporting tools to a single source of truth

POWERING PERSONALIZED EXPERIENCES

● Grant stores greater access to customer data

● Integrating in-store Wi-Fi vendor to identify customers walking into stores without purchasing

● Pulling 1 customer list instead of 60

● Identifying and engaging top-customers in personal ways

● Integrating online webtag to create attribution model

POWERING PERSONALIZED EXPERIENCES

Thank you notes for top customers to increase engagementGenerating list takes minutes, not hours

Ability to identify primary store

Call preference

Mailing preferenceTotal sales

combining online and offline channels


AbouteCommerce/Fast-Fashion online retailer

16M members, 1k new styles/day

SituationMarketing unable to drive site traffic and conversion and product teams unable to optimize inventory and margin

because transaction and engagement data in separate silos

FROM SILOS TO SEAMLESS ACCESS TO DATABefore:

Data Silos

● Data Warehouse: Order data from transactional systems with hourly/daily ETL processes

● Data Lake: Email, Site and App click stream, partner marketing metadata

● BI: Stale, aggregated data moved from DL to DW and into Tableau for reporting

● Stalled or delayed ad-hoc queries and data science due to concurrent ETL and workloads

● Excess time and resources spent on managing infrastructure vs. analytics

After: Integrated Cloud Data Platform

Site Activity

Email Activity

Internal / Order Data

Streaming

Daily

Hourly

Reporting and Analytics

Cloud Data Platform

Data Marketplace

Geolocation | Census | Demographic | Covid-19

Data Science

Real-Time

POWERING REVENUE GROWTH AND MARGIN IMPROVEMENT

● Power personalization with end to end visibility of customer engagement and transactions, across email, mobile, app, and desktop channels

● Make better buying and pricing decisions with more comprehensive information on conversion rates by product

● Increase analyst and engineering productivity by reallocating time spent on managing infrastructure to strategic activities

● Reduce costs by only paying for resources when they are being used

DRIVING REVENUE GROWTHUse Case: Identify top performing brands and engage users to increase CLTV

Identified that majority of black

friday new member acquisition driven by

1 brand

1

Discovered that mobile app usage of these

members is lower than general population

2

Members with mobile app downloads visit 3x+ more

than others

3

© 2021 Snowflake Computing Inc. All Rights Reserved

WHAT’S NEXT?

SnowflakeSummit 2021

June 8-10, 20219:00 am PST / 12:00 pm EST

Marketing AnalyticsForum

June 24, 20219:00am - 12:30pm PST


RECAP

● First party data (your data) is critical to your Customer 360° initiative

● Data silos are probably holding you back

● Critical for marketing and IT to build a partnership

● Prioritizing use cases can create quick and big wins

● Invest in a platform that’s easy, scales, and can enable agility


Q&AGanesh Subramanian

Director Product [email protected]

mailto:[email protected]

THANK YOU



Date post:	04-Jan-2022
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