Exciting Developments in Silicon Valley: A New Era for Marketing Data Stacks Emerges at BUILD Conference

Exciting Developments in Silicon Valley: The Future of Marketing Data Stacks

Silicon Valley was abuzz this past week with news from the BUILD: The Dev Conference for AI & Apps, held from November 12-14. This annual event gathered tech enthusiasts, marketers, and data experts to discuss the evolving landscape shaped by artificial intelligence and changing market dynamics.

As we step into 2025, the conversation is shifting from mere trends to foundational changes in how businesses reach their audiences and drive revenue. The arrival of advanced AI technologies and heightened attention to privacy concerns are driving the requirement for a data-first strategy in marketing. According to a detailed report presented at the conference, these trends aren’t just fads; they are deeply embedded pillars that will permanently change the marketer’s toolkit.

A New Era Defined

The latest edition of The Modern Marketing Data Stack (MMDS) has officially recognized the transition into this new era. It not only redefines the traditional martech stack—once viewed as a tower of building blocks—but now regards it as an integrated set of technologies circling a central data core. This central core harnesses the power of what many are calling the data gravity phenomenon, which refers to the remarkable potential of unified, large data sets to attract various technologies and processes.

Data from over 9,800 customers utilizing the Snowflake AI Data Cloud was analyzed to reveal insights into contemporary marketing strategies and the new tools emerging in this AI-driven, privacy-first era.

Emerging Trends

Marketers are now tasked with embracing transformational changes that align with what’s quickly becoming the status quo. The report highlights three standout factors that are emerging from this fresh reality:

1. Advanced AI capabilities have shifted from being optional to being essential.
2. A greater inclination towards privacy and consumer trust is emerging.
3. The adoption of a data-centric approach is gradually becoming a necessity.

These shifts in focus point to the marketing landscape’s ongoing evolution, as marketers adapt their strategies and tools to better suit this new environment. The report delves into both traditional and innovative measures of success, including how well companies track their growth and performance in these areas.

Market Penetration and Technology Ranking

The research conducted by the team at Snowflake aimed to pinpoint which technologies have successfully engaged customers over the past year. They defined active customers as those who held contracts with Snowflake, actively generating revenue while using marketing technologies. Only established companies with solid foundations within the Snowflake Partner Network were considered for analysis.

Interestingly, the study revealed a minimal overlap between technologies designed for data integration and analysis workloads and those utilizing collaboration capabilities. Less than 2% of the tools fit into both categories, clarifying the spectrum of options available to marketers as they seek to enhance their strategies.

Additional metrics were used to measure success, incorporating aspects like total customer count and credit consumption within the Snowflake platform. The creation of an index illustrated the market penetration and usage intensity of various technologies, allowing for a clear ranking.

Looking Ahead

For marketers keen on staying a step ahead, this report serves as a valuable resource. It not only identifies the leading technologies across ten vital capabilities but also sheds light on which systems are gaining momentum. As companies gear up for the future, they’ll find guidance by understanding which technologies are marked as Leaders or Ones to Watch.

Overall, the message delivered at BUILD highlights a pivotal moment for marketers diving into advanced AI and the importance of intertwined data and privacy considerations. These are not just fleeting trends but evolving dynamics that will shape marketing strategies for years to come. It’s an exciting time for the industry, and businesses are encouraged to adapt accordingly.

For those seeking to optimize their marketing stack, the full report is an invaluable tool for navigating this new landscape and harnessing the forces driving modern marketing success.