Adobe and Snowflake launch Federated Audience Composition for marketers using enterprise data
Organizations today are hampered by disparate data sources and stringent data privacy expectations — all while trying to deliver relevant messages to current and potential customers at the right moments. Adobe and Snowflake are co-innovating to ensure our mutual customers have best-in-class capabilities and integrations to power exceptional customer experiences while respecting data privacy principles.
As part of the continued partnership, Snowflake and Adobe are collaborating on Adobe’s new capability, Adobe Experience Platform Federated Audience Composition.
Federated Audience Composition — available today for Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer — provides organizations with a comprehensive approach to audience creation and activation.
- Easily access the full breadth of their enterprise data in Snowflake with limited data movement, to create high-value audiences in Experience Platform including in Real-Time CDP and Journey Optimizer.
- Utilize the wealth of enterprise data in Snowflake to also enrich existing audiences previously created in Real-Time CDP and Journey Optimizer using the same workflow.
- Build and train insights and models with native artificial intelligence and machine learning in Snowflake that complement AI Assistant tools in Experience Platform to enhance audiences for targeted marketing.
- Use Experience Platform to activate audiences and power engagement use cases in Real-Time CDP and Journey Optimizer based on enterprise data and audiences federated from Snowflake.
These capabilities create a seamless experience for marketers across the two platforms while ensuring that data security, privacy, and governance are respected.
While this integration solves new customer use cases, it also adds to existing integrations between Snowflake and Adobe that are already driving value today. This includes Snowflake and Adobe integrations via Adobe Experience Platform, Adobe Campaign, Adobe Analytics, and Adobe Customer Journey Analytics.
With this ongoing partnership, Adobe and Snowflake will collaborate to develop scalable bi-directional solutions that unlock more AI-driven use cases while keeping governance and privacy controls at the forefront of the marketer experience.
Learn more about Adobe Experience Platform Federated Audience Composition.
Sundeep Parsa is Adobe’s vice president of Experience Platform, Real-Time Customer Data Platform, and Customer Journey Management portfolio, which includes Adobe Target, Adobe Journey Optimizer, and Marketo. He leads a critical portion of Adobe’s Digital Experience (DX) product strategy organization, where he focuses on powering digital businesses across both B2B and B2C for companies of every size. His leadership is a key driver of Adobe’s ascendance as a market leader in Customer Experience Management (CXM).
Sundeep brings more than two decades of experience in digital marketing and customer journey management products. He holds a bachelor’s degree in electrical engineering from Osmania University in Hyderabad, India.
Recommended for you
https://business.adobe.com/fragments/resources/cards/thank-you-collections/generic
