Marketing data standards platform Claravine today announced the launch of Powered by Snowflake, a new application that connects its Data Standards Cloud with Snowflake’s AI Data Cloud.
Claravine offers standardization of marketing data — standardized taxonomies, metadata, tagging, etc. It offers data consistency, not least to widely distributed organizations. The extension of its partnership with Snowflake means that Claravine’s standardization tools can be applied to marketing data within the Snowflake data warehouse.
Why we care. One major trend in marketing technology is the growing significance of cloud data warehouses, of which Snowflake is only one. What we are seeing is the gradual reversal of the long-standing strategy of ingesting data into one or another martech solution with the intention of using it as the sole source of truth. The fragmentation of marketing channels has challenged that strategy.
What we’re now seeing are applications — customer engagement platforms, composable CDPs, and so on — that can use data residing in a brand’s data warehouse or data lake, reducing or minimizing (some say eliminating) the copying or export of data to repositories within marketing applications. Claravine’s announcement is part of this trend.
Dig deeper: Cloud data warehouses set to disrupt the martech stack
What it means for marketers. Benefits cited by Claravine include:
- Fast and efficient mobilization of data.
- Integration of DAM metadata into media campaigns.
- Reduced errors in data preparation.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
