Product News

Census is a Leader in Snowflake’s 2023 Modern Marketing Data Stack Report

Katy Yuan
Katy Yuan September 14, 2023

Katy is a Product Marketing Manager at Census who loves diving into startups, SaaS technology, and modern data platforms. When she's not working, you can find her playing pickleball or Ultimate Frisbee.

We're thrilled to share that Snowflake has named Census a Leader in Customer Data Activation in the annual Modern Marketing Data Stack awards. You can read the full report here on Snowflake's website: Modern Marketing Data Stack 2023: How Data-Forward Marketers Are Redefining Strategies To Unify, Analyze, and Activate Data to Boost Revenue.


‎Snowflake identifies Census as a Key Leader in Customer Data Activation

In 2023 alone, there are over 11,000 SaaS companies that provide marketing technology solutions, an 11% increase from last year. The marketing tech stack market is crowded and today, many marketing teams need help to power personalized experiences and measure ROI using a single source of truth.

As a result, Snowflake created the MMDS report to identify the right solutions that customers should use alongside the Data Cloud to create a single source of truth that is actionable, insightful, and scalable.

Snowflake’s analysis highlighted Census as a Key Leader in the Customer Data Activation category used by their customer base. They analyzed usage patterns from approximately 8,100 customers to identify best-of-breed martech solutions that enable enterprises to best target, serve, and convert valuable prospects into loyal customers.

‎Census was named in Snowflake’s report for our ability to activate first-party data and audience segments in 200+ destinations, and power omni-channel marketing and enhanced personalized experiences for global enterprises.

Snowflake + Census: Empowering data-driven marketing for global enterprises

Together, Snowflake and Census enable hundreds of mutual customers such as Sonos, Canva, Orangetheory Fitness, Zip, Notion, ClickUp, Figma, Loom, TripActions, and Docker to do more with their data. Joint customers achieve outcomes such as:

- ClickUp reduced Customer Acquisition Costs by 50% with predictive LTV modeling

- Canva hyper-personalizes messages at scale to 125 million monthly users

- Zip unifies audience segmentation between Braze and the Zip app

"Snowflake and Census allow us to integrate our data from multiple different sources into one source of truth, so that we can activate all our data. Census helps us create audiences and segments and even push machine learning outputs into Braze, or ad platforms such as Facebook and Google Ads. It also means we're not locked into the particular limitations of an individual tool, like a CDP, so we can have a great deal of flexibility."
— Matthew Castino,  Lifecycle Data Lead at Canva

What's next?

Snowflake's extensive research reflects how customers are adopting solutions from a rapidly changing ecosystem and highlights key themes in data-driven marketing, such as:

  1. The convergence of adtech and martech
  2. The increased importance of privacy enhancing technologies
  3. The heightened focus on measurement to maximize campaign ROI

At Census, we're committed to helping data-driven marketing teams launch faster, create more intelligent campaigns, and decrease customer acquisition costs with unique understanding of their customers' needs. Our Data Activation platform is the first to truly unite data and marketing teams around a single source of truth.

We will continue to add capabilities to our no-code Audience Hub for marketers, called the "most comprehensive customer segmentation ever" by Snowflake, in addition to improving features for data teams that ensure version control, security, and observability for sensitive data.

To learn more about how modern marketing teams use Census to unify and activate their data as part of a Composable CDP stack, get in touch with our team or start a free trial today.

You can also start a free trial through Snowflake Partner Connect with just a few clicks. ❄️