Exciting Developments at BUILD: The Dev Conference for AI & Apps
City, November 12-14 – Gather around, tech enthusiasts! The annual BUILD conference for AI and applications is right around the corner, and the buzz in the air is palpable. As excitement builds, it’s clear that this year’s conference is about more than just showcasing the latest gadgets; it’s a deep dive into the AI Data Cloud and how it’s reshaping the marketing landscape.
Understanding the Shift in Marketing
Gone are the days of simply rolling out ads and hoping they stick. Marketers have witnessed a seismic shift in their approach, thanks to the rise of advanced AI, a stronger emphasis on privacy, and the growing need for a data-first strategy. These changes aren’t just passing fads; they are becoming the foundational building blocks of modern marketing strategies.
Heading into 2025, these factors have morphed into what many are calling the new norm, catalyzing a lasting transformation in how marketers engage their audiences and boost revenue. The latest edition of the Modern Marketing Data Stack has come to define this era, offering insights into the trends and technologies that are now essential to success.
The Power of Data Gravity
One of the core concepts emerging from this year’s findings is data gravity. This term refers to the magnetic force that large, unified data sets exert, pulling various technologies together into a cohesive marketing ecosystem. The idea of a marketing tech stack has evolved from a collection of isolated tools to an interconnected set of technologies that revolve around a central data core.
With a staggering 9,800 customers utilizing the Snowflake AI Data Cloud, the findings reflect the emergence of innovative strategies poised to thrive in this new AI-driven, privacy-focused environment. As marketers adapt to these changes, the importance of understanding the new data landscape cannot be understated.
Diving Deeper into the Data Stack
The report unveiled at the conference goes beyond just surface-level insights. It delves into both traditional and modern measurement strategies, the advancement of data-connected applications, and real-world marketing success stories. It identifies the leading technology partners that are delivering substantial value in this new world of marketing.
How the Research Was Conducted
Over a 12-month period from May 1, 2023, to April 30, 2024, researchers explored which technologies had garnered a robust and active customer base within Snowflake. The analysis looked at criteria such as revenue generation and contracts with valid end dates to create an impactful overview of the marketing technologies currently steering the industry.
Key Metrics and Categories
The evaluation revealed that there are two primary categories for technology evaluation: integration, transformation and analysis, and collaboration capabilities. Interestingly, there was hardly any overlap between the two categories, with fewer than 2% of tools acting in both spaces. This reinforces the need for marketers to focus on a diverse set of technologies tailored to their specific needs.
Growing Trends to Watch
The report identified several key trends that are shaping the marketing landscape and are anticipated to evolve over time. For instance, the sophistication of measurement strategies is on the rise, as marketers strive to capture and analyze data effectively. Additionally, the pacing is quickening for AI readiness, with more tools becoming optimized to leverage Snowflake’s capabilities.
Final Thoughts: The Future Looks Bright
As we gear up for BUILD, it’s apparent that the future of marketing isn’t just about keeping up with trends; it’s about fundamentally rethinking our approach. Marketers must learn how to harness the power of unified data while prioritizing privacy.
This conference promises to ignite conversations and inspire innovation as we explore what’s next on the horizon for marketing technologies. Be sure to download the full report to immerse yourself fully in the evolving marketing data ecosystem and discover how you can stay ahead in this exciting new era.
