Adobe and Snowflake’s composable CDP activates data for customers.

Justin Merickel

03-18-2025

The logos for Adobe and Snowflake are shown on a white rounded rectangular field centered on a bright red background. Colorful stripes extend across the bottom before bending up toward the right.

Engaging with your customer at the exact right moment has never been more critical. In fact, 61% of marketing and technology executives say that boosting customer engagement with more personalized experiences will be a primary contributor to growth in 2025. At the same time, several roadblocks are standing in the way of this end goal. Among the challenges are data security, consumer privacy, and disorganized enterprise data strategies. Snowflake and Adobe continue to co-innovate to ensure that we are building and integrating essential capabilities that facilitate exceptional customer experiences — efficiently, quickly, and seamlessly.

Adobe and Snowflake’s latest joint innovation focuses on three core areas:

Bringing bidirectional data access and profile enrichment to Federated Audience Composition.

Federated Audience Composition — available now for customers of Adobe Real-Time Customer Data Platform (CDP) and Adobe Journey Optimizer — empowers marketers and practitioners to manage their data in more flexible ways and empower customers with data composability, in a variety of ptterns. Today, joint customers of Adobe and Snowflake can:

To build on these capabilities and ensure we are bringing best-of-breed technologies to address customer challenges and unlock new use cases, Adobe will soon introduce:

With this robust functionality, we are offering customers the ability to determine where datasets should reside for specific use cases and delivering on various data composability use case patterns. We’re also removing the burden of duplicating data unnecessarily and providing a seamless user experience that puts security and governance at the forefront.

Bridging the gap between enterprise data and customer insights.

We’re introducing a powerful new feature in Adobe Experience Platform that automatically synchronizes customer data between Customer Journey Analytics and Snowflake. This new data mirroring capability enables seamless and accurate synchronization of customer data between a company’s Snowflake instance and Customer Journey Analytics. This eliminates manual, time-consuming syncs and ensures that businesses have access to up-to-date, accurate customer data.

Key benefits of this new capability.

Driving value for our joint customers.

With these co-developed solutions, we’re unlocking more value, providing greater efficiency across systems, and maintaining a focus on governance and privacy.  Adobe and Snowflake continue to keep the pulse on the industry to ensure we are removing roadblocks that get in the way of providing customer-centric, highly relevant experiences in a secure manner.

Justin Merickel is vice president, analytics and business development at Adobe, leading the Customer Journey Analytics, Analytics, and Mix Modeler product lines as well as technology partnerships for Adobe Experience Cloud. He joined Adobe in 2012 through the acquisition of Efficient Frontier, where he was vice president of marketing and new product development. Prior to Efficient Frontier, Merickel was managing director of category development at Yahoo! Earlier in his career, he held leadership roles in analytics and marketing. He holds a B.A. in mathematics from Hamilton College.

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