Snowplow has been recognized as a Leader in the Analytics & Data Capture category in the 2025 edition of Snowflake’s Modern Marketing Data Stack report. The comprehensive report examines how approximately 9,800 Snowflake customers utilize various technologies and tools, highlighting the best practices in leveraging the Snowflake AI Data Cloud for marketing purposes. This year’s analysis underscores three major shifts since the 2022 inaugural report: the integrated nature of AI, the concept of data gravity, and heightened concerns around privacy. These trends provide critical insights for organizations aiming to optimize their marketing data infrastructure.
Key Technology Categories in Marketing Data Stacks
Core Components and Their Significance
The report identifies ten critical technology categories essential for constructing effective marketing data stacks, designed to help marketers fully exploit AI innovations. These categories include Marketing and Advertising Tools & Platforms, Analytics & Data Capture, Enrichment & Hygiene, Identity & Onboarding, Customer Data Platforms, Marketing & Customer Engagement, Programmatic Solutions, and Measurement & Optimization, as well as Data Tools & Platforms like Integration & Modeling, Consent Management, and Business Intelligence. Each category plays a unique role in building a robust marketing data ecosystem, ensuring marketers have the necessary tools to collect, analyze, and utilize data efficiently.
Snowplow’s leadership in the Analytics & Data Capture category is particularly noteworthy as it provides critical support for brands to gather and interpret customer behavioral data comprehensively. In the current privacy-conscious era, having the ability to obtain near real-time behavioral insights and establish a scalable data foundation is indispensable. This capability not only aids in navigating the complex privacy landscape but also empowers AI-driven marketing strategies, which are becoming increasingly essential for staying competitive.
Snowflake’s report also emphasizes the role of data gravity and AI in transforming marketing tactics. With data gravity referring to the concept of data attracting applications and services, AI technologies can harness massive amounts of data more effectively, offering advanced analytics and personalization capabilities. As marketers strive to create more personalized and engaging experiences, integrating tools from these key categories into their data stacks becomes a crucial step towards achieving a more data-centric approach to marketing.
Emergence of Data-Empowered Marketers
Another significant trend highlighted in the report is the rise of data-empowered marketers who leverage innovative methods to measure marketing effectiveness. As many Snowflake customers implement a variety of partner technologies, they are able to refine their data-driven marketing strategies and make more informed business decisions. This shift towards data empowerment is driven by the desire to maximize the return on marketing investments, providing a clearer picture of consumer behavior and campaign performance.
Snowflake’s AI Data Cloud plays an instrumental role in this transformation, offering tools that facilitate seamless data integration and sophisticated analytics. By adopting these technologies, marketers can gain deeper insights into customer journeys, optimize their campaigns in real-time, and drive higher levels of engagement. Denise Persson, Snowflake’s Chief Marketing Officer, emphasized the transformative impact of AI in reshaping marketing stacks, underscoring the importance of tools like Snowplow in developing holistic Customer 360 views.
Conor Doyle, Snowplow’s VP of Alliances and Business Development, also commented on the company’s recognition, expressing their commitment to advancing data-driven marketing and analytics capabilities further. This acknowledgment reaffirms Snowplow’s dedication to helping brands navigate the complexities of modern marketing through cutting-edge technologies and comprehensive data insights. As the landscape continues to evolve, the emphasis on data-driven decision-making is likely to become even more pronounced, setting new benchmarks for marketing excellence.
Strategic Importance of Integrating AI in Marketing
Role of AI in Modern Marketing
The strategic integration of AI within marketing data stacks signifies a paramount shift in how organizations operate in our data-rich and privacy-focused environment. AI’s ability to process large datasets and deliver valuable insights has revolutionized traditional marketing methods, enabling a higher level of personalization and customer engagement. Snowplow’s role in this evolving landscape, as highlighted in the Snowflake report, is critical for marketers aiming to build a more comprehensive and dynamic Customer 360 view.
Snowflake’s customers benefit from the synergistic effects of combining AI with robust data capture and analytics tools like Snowplow. This integration supports a more informed approach to marketing, driving sophisticated strategies that can be adapted in real-time based on behavioral insights. The feedback loop created by AI-driven marketing tools allows for continuous improvement and optimization of campaigns, ensuring that efforts are both effective and efficient.
Challenges and Opportunities
Snowplow has earned recognition as a Leader in the Analytics & Data Capture category in Snowflake’s 2025 Modern Marketing Data Stack report. This extensive report scrutinizes how roughly 9,800 Snowflake customers implement an array of technologies and tools, showcasing best practices in harnessing the Snowflake AI Data Cloud for marketing endeavors. This year’s report identifies three significant shifts since the 2022 inaugural edition: the deeply integrated role of AI, the rising importance of data gravity, and amplified concerns about privacy. The concept of data gravity refers to the way data attracts more data, making it imperative for organizations to manage data in a way that maximizes its value. These evolving trends offer paramount insights for businesses striving to enhance their marketing data frameworks and strategies. By understanding these key developments, organizations can better adapt to the dynamic landscape of data-driven marketing, ensuring they remain competitive and compliant with growing privacy standards.