Snowflake’s Post

Transcript

Hello, everyone and welcome back to Data Cloud Now. I'm currently in New York City at Advertising Week where I am delighted to be joined by Steve Kerber, President and CEO at Zeta Global. Steve, such a pleasure having on the program today. So great to be here. Thanks so much. Zeda Global core focus is enabling brands to build repeatable and scalable programs that accelerate business growth efficiency and effectively in drive higher ROI on their marketing investments. How does a robust data foundation. Enable this to happen state, it's a great question and a robust data platform is foundational to our platform, which is called the Zeta marketing platform if you zoom out. We are part of a trend that Snowflake is as well as first party data is becoming a corporate asset. Once companies have gone through the work to bring that into a modern data warehouse like Snowflake, the question that they face is what do I do now? And we really view our platform as from Snowflake to sale. That means that we're bringing applications like identity intelligence activation and more granular measurement to the data that resides in Snowflake. So it's really about the combination of Snowflake plus Zeta to build a robust, scalable data layer that helps marketers thrive in this data-driven ecosystem. Great insights, Steve. Taking this one step further, the data cloud is central to Zeta's mission of accelerating brand growth. How does Snowflake help you deliver tangible results for clients and improve customer acquisition and retention? So the Zeta marketing platform consists of two things that have historically. In separate, we have a proprietary data cloud that is comprised of more than 240 million identities in the United States and that's combined with a modern marketing cloud that enables enterprises to acquire, grow and retain consumers through both paid and owned channels. The combination of Snowflakes infrastructure along with our content around identity and intelligence helps marketers access. Data more quickly and makes it actionable to drive more targeted marketing programs that move the needle for their business. Now that level of efficiency and effectiveness can only be realized through the combination of Snowflake and Zeta great perspective Steve in recent news, Zeta was highlighted as leaders in Snowflakes modern marketing data stack report What does this recognition mean for the team in Zedas broader ecosystem we're always. Honored to be recognized by great companies like Snowflake, who's also a terrific partner of ours. But I will say that the way that we perceive the market is different than Snowflake does. Snowflake looks at this almost like the aisles in a grocery store. And the way the ZMP was designed and the way it operates is it's the grocery store itself. So we truly are all in one platform that enables marketers to simplify the complexity of data-driven marketing. Thank you for that, Steve. I want to dive into some other exciting news coming out of Zeta in the data Cloud with the release of a new solution, Zeta Media Engine, which I know you covered a little bit earlier, which is integrated with Snowflakes Data Clean Rooms. Could you walk us through this announcement a little bit further? The Zeta Media Engine powered by Snowflake is the first joint offering that we've done with Snowflake. In the past, we've had some native applications on top of Snowflake. This is the first time that we've built something from the ground up that is designed to be a one of one solution. In many ways, it combines the best of our two companies. It takes the cleanroom framework of Snowflake that allows marketers to not only keep their data in place, but to integrate. Data from their partners bring in Zeta data so that you're able to unlock intelligence that you can't find from anywhere else. You're also able to utilize our identity resolution capabilities so that you know who you are targeting, you know what makes them tick, and you also know which channels you should engage these consumers in. By adding Zetas activation capabilities, you were also able to close the loop not just in reaching the consumer but also having the data back into the data warehouse so that you could do much more granular measurement. Great perspective. Steve Zeda empowers enterprises to make smarter business decisions by combining proprietary AI data in multiple point solutions together in a single platform, resulting in better results for a lower cost of total ownership. How does this integration? Approach differ from traditional martech stacks and what unique advantages does it offer O at the core, Zeta is about simplifying the complexity of data-driven marketing and increasingly that's AI powered marketing. And the way that you described it around multiple point solutions really is the legacy technology view of the marketplace. The way we think about it is that they're not point solutions, they're different use cases and they're not. Different technologies or products, they are different modules in the same platform. We make it easier for marketers to harness the power of data-driven marketing by giving them more options to utilize our platform across different problems they may be trying to solve. At the core, Zeta is about solving a CMO's most complex problems and that's what our platform has been designed to do. So a marketer may decide to start, for example. With a retention use case or they may try to start with an acquisition use case. And the way that we connect the dots is through our robust data layer. So you start or land with one use case and then you expand and extend into other use cases. And because they're often using Snowflake as their next generation data warehouse, they're able to do that with less friction. Thank you, Steve, I want to dive a little bit deeper into AI, if you don't mind. How is the team using this? Technology in your platform today and how do these applications enhance marketing intelligence? The Zeta marketing platform is known as the AI powered marketing cloud for a reason. When we built our platform from the ground up in 2017 and made a bet on snowflake in 2018, we made the decision to put AI at the core AI at the time was really about machine learning, deep learning and predictive AI. But as you know, the bridge to generative. AI is a shorter one once you have AI at the core of the platform and Janai has really unlocked multiple new opportunities for us. I often say that there are two killer applications for Gen. AI homework and marketing. And that means that marketing is at the front lines of the AI revolution and Snowflake Plus Zeta really empowers marketers to take advantage of that. At Zeta, we think of the impact of Jen AI across three different value. Drivers, the 1st is productivity or acting with more efficiency O as an example, creating a standard campaign for e-mail, something that might have taken 30 minutes with legacy technology can happen in 30 seconds with Jen AI. The second one for us is personalization. And personalization is something that is almost cliched. It's been talked about for such a long time, but personalization that really can move the needle and more importantly move the individual. Is something that Jenna, I can do better than any other technology. And what we're beginning to see is a bifurcation in the market. Personalization leaders are growing at a rate of 10% greater, 10 percentage points greater than personalization laggards. And when you look at marketing intensive businesses and compound that over a period of time, you can begin to see realignment in some of these industries. The third category is what we call prescience or predictability. And the predictive power of AI is something that's been known, but Jen AI takes it to a different level. Let me give you an example of how it's being used today. We are taking massive amounts of data around things like corporate spend on marketing and going back quarters or even into years and utilizing our machine to help CMO's better allocate their spend. When you begin to see the power of Jen AI to bring. The pattern recognition and to be able to connect dots in ways that humans cannot and even tools such as machine learning cannot so that they can allocate their investments with greater efficiency and effectiveness. Just a one percentage point difference can be incredibly powerful to the bottom line of any enterprise. I love to hear that, Steve. And as AI rapidly evolves, many executives are grappling with how to implement it effectively. What advice would you like to share with the business executives? Touching on how to harness the upside potential of AI anytime there's transformational change. And like Snowflake, we believe that Gen. AI represents a new era of computing. It's always challenging to get started. Our approach is to tell CMO's to think big, start small, and scale fast. Because at the end of the day, this is less about technology and tools and more about mindset. And though Jen AI as a catalyst for this period. Which we believe is a replacement cycle in marketing technology. The enduring challenge is how to identify, reach and engage the connected consumer. The connected consumer, someone we all know, may even live in our household. They're the ones who are always on. They're filtering, they're sharing, they're shopping, and they're ignoring marketing messages. How the modern CMO can realign their organization to win over the connected consumer is the biggest challenge in marketing today. We often say that the connected consumer. Meets the disconnected enterprise and the enterprise is disconnected in multiple facets it has disconnected data, which Snowflake helps with it has disconnected technology, which Zeta helps with but more importantly it is disconnected processes and disconnected organizational design. AI broadly and Jen AI specifically can help close these gaps we'll see if it's an exciting next chapter for Zeta. Thank you so much for joining me here today thank you so much for having me and we really. Appreciate being here and appreciate our partnership with Snowflake. And for the audience watching, I'm Ryan Green with Data Cloud now. We'll see you soon.