Cloud Data Giant, Snowflake Partners with Acxiom to Supercharge AI Marketing

US cloud data storage giant Snowflake has partnered with Acxiom to develop an AI-based marketing data infrastructure, Yahoo Finance reported. The infrastructure developed through the Snowflake Acxiom partnership will change the way enterprises apply AI in marketing.

Acxiom is part of the Interpublic Group of Companies (IPG), which operates in over 100 countries across the globe. The collaboration between Snowflake and Acxiom unlocks new marketing capabilities for companies.

AI-Based Marketing Intelligence

Snowflake and Acxiom are seeking to boost AI marketing intelligence with their new collaboration. IPG will bring its advanced technologies, including comprehensive identity, data, and collaboration tools, to Snowflake’s cloud environments.

This will increase visibility and give brands more control on how their data flows across different platforms, applications, and platforms. Part of the transformation that Acxiom hopes to bring to marketers also includes modernized solutions, products and environments that enable them to maximize AI-driven marketing data in the cloud.

“IPG and Acxiom are redefining how brands leverage data and AI by building on Snowflake’s secure, unified platform. Our AI Data Cloud provides the robust foundation necessary to bring IPG’s innovative vision for a modern, AI-driven marketing ecosystem to life, enabling seamless collaboration and the deployment of advanced AI capabilities for their clients,” Snowflake Chief Marketing Officer Denise Persson said.

Eliminating Data Silos

AI Data cloud partner Snowflake offers built-in security and privacy features. With the direct integration, brands will eliminate the need to shift first-party data. The integration also gives marketers real-time insights for improved personalization and accurate audience segmentation.

Snowflake also plans to collaborate with Acxiom to set up a solutions hub for advancing innovation in omnichannel marketing and AI. The hub will enable the companies to boost marketing team skills while providing access to new applications and customer data.

“Every marketer and business leader wants speed, flexibility, and meaningful results from their data and martech investments. By partnering with Snowflake, we’re eliminating data silos that previously prevented marketers from achieving truly integrated customer views and real-time personalization,” Acxiom Global CEO Jarrod Martin said.

Real Results

Snowflake’s partnership with Acxiom is already generating real results for enterprises in different industries. IPG is already supporting a global toy maker to optimize its ad spending by providing real-time consumer insights generated in Snowflake’s cloud environments.

Another company, KINNESSO, is leveraging Snowflake to unlock global market insights for a top commerce firm. The company is using Snowflake to support a new media mix model that involves analysing millions of ad expenditures across markets. This analysis is already facilitating better investment decisions for the company.

Axciom is also supporting financial companies to integrate cloud infrastructure with Snowflake and modernize their marketing technology stacks. In doing so, the companies are able to establish a secure, privacy-sensitive foundation for their marketing functions and adopt ethical data governance practices.

Growing Competition

Snowflake has been facing stiff competition from rivals like Databricks. Last month, Databricks unveiled plans to buy cloud database startup Neon for around $1 billion. The move to acquire Neon was aimed at strengthening Databricks’ analytics unit with technology that can facilitate easy development and utilization of AI agents by businesses.

Last year, Snowflake had considered acquiring Neon but changed its plans. Early this month, the cloud-based data storage giant agreed to acquire cloud-based database software startup Crunchy Data for $250 million.

Crunchy Data markets access to a cloud-hosted version of PostgreSQL open-source database. PostgreSQL is now the most popular database after it replaced MySQL in the 2023 Stack Overflow developer survey. By acquiring Crunchy Data, Snowflake plans to introduce a new product, Snowflake Postgres, to its AI Data Cloud.

Snowflake Postgres is an enterprise-grade AI-ready, developer-friendly PostgresSQL aimed at providing full Postgres compatibility. With Crunchy Data’s technology, Snowflake will be able to simplify the process of developing, deploying, and scaling production-ready AI apps and agents.