AI is revolutionizing the marketing landscape, from understanding the customer to creating content and measuring performance.
Third Annual Snowflake “Modern Marketing Data Stack 2025: How Leading Marketers Thrive in a World Redefined by AI, Privacy, and Data Gravity” The report offers an examination of how organizations are adapting to an AI-driven marketing landscape while juggling privacy concerns and data management challenges.
Drawing on usage patterns from nearly 9,800 customers as of April 2024, Snowflake’s analysis identified ten crucial technology categories that organizations should consider when building their marketing technology stacks to effectively leverage marketing. ‘AI.
The report highlights a fascinating paradox in modern marketing: as marketers gain access to unprecedented volumes of customer data to craft personalized campaigns, they face increasing pressure from consumers who care about their health. privacy, who demand greater transparency and control over their personal information.
“The phenomenon of “data gravity” highlights the need to unify and centralize data, breaking down the silos that limit the customer’s overview, and thus make the most of the potential of AI while ensuring compliance with privacy regulations,” the report notes.
Five key trends from Snowflake research:
- The Rise of the Data-Driven Marketer
Modern marketers are increasingly focusing on managing AI tools rather than technical complexities. This change allows data teams to take on more strategic roles earlier in the marketing process.
- Sophisticated data integration
Applications are evolving to centralize data without moving it, integrating directly into brand environments and leveraging AI for increased efficiency. This approach highlights the importance of designing seamless customer experiences.
- Redesign of the measurement strategy
Digital marketing measurement is undergoing significant changes due to growing privacy concerns. Two important solutions have emerged: data clean rooms for privacy-sensitive user behavior analysis, and a renaissance of media mix modeling (MMM) for multi-channel performance evaluation.
- First-party data primacy
As third-party cookies become obsolete, first-party data takes center stage. This shift allows marketers to gather deeper behavioral insights directly from their digital properties, leading to more accurate and privacy-conscious marketing strategies.
- Explosion of commercial media
The report identifies a significant increase in commercial media, which extends to retail media using first-party data within closed-loop ecosystems. This approach has gained traction across various industries, providing a privacy-friendly solution for targeted advertising.
Looking ahead, the report suggests that marketing success will increasingly depend on organizations’ ability to adapt to emerging technologies such as AI, while also getting a handle on privacy considerations and management best practices. data.
(Photo by Possessed Photography)
See also: Mapp AI Chat Tool Simplifies Data Analysis for Marketers
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