Will Snowflake and Databricks Become More than what they are today?
The case of Snowflake's Media Data Cloud
Hey Guys,
As I watch companies like Snowflake, Databricks, Datadog and others evolve, I wonder: what if they became more than just what they are today?
Snowflake Inc. is a cloud computing–based data cloud company based in Bozeman, Montana. It was founded in July 2012 and was publicly launched in October 2014 after two years in stealth mode. The firm offers a cloud-based data storage and analytics service, generally termed "data-as-a-service".
As a stock, many feel Snowflake is overvalued even for its tremendous growth. But if software is eating the world, the cloud is powering Big Data.
Snowflake’s platform supports a multi-cloud strategy, including a cross-cloud approach to mix and match clouds.
Its platform unifies data and supports a variety of workloads, including data warehousing, data lakes, data engineering, data science, data application development, and data sharing. So what if it was able to do some things better than existing service providers due to what it does well today?
The Case for Snowflake’s Media Data Cloud
Power the future of privacy-enhanced advertising and superior customer experiences. Read about Snowflake’s Media Data Cloud.
What will Snowlfake, Databricks (which has yet to go publish) and others like them become?
When we think of Snowflake we don't think of its Media Data Cloud.
The Cloud is transforming data, and Snowflake will leverage this movement.
There’s been an increase in adoption of Snowflake’s tech by companies in the marketing space over the past couple of years.
Roughly a year ago, Snowflake launched its Media Data Cloud, a suite of solutions built specifically to serve businesses with media and advertising needs.
I predict this will evolve into sophisticated uses including better Marketing automation and advertising capabilities. I literally put a poll on LinkedIn about it here. The results surprised me.
How A.I. begins to impact the future of marketing is coming into focus.
Snowflake’s vendor ecosystem, which now includes more than 7,000 tech and data companies, into six main categories that marketers should be aware of: analytics, integration and modeling, identity and enrichment, activation and measurement, business intelligence and Data Science and AI.
Snowflake’s six vendor categories each have five “leaders” and vendors listed as “ones to watch,” a catch-all bucket for companies with momentum but less adoption or tech that’s designed for specific use cases.
The measurement and activation category, for instance, pegs Braze, HubSpot, The Trade Desk , VideoAmp and Simon Data as leaders. Zeta, Rivery and Hightouch are classified as ones to watch.
Companies like Snowflake, Databricks and others will have an increasingly prominent role in how the Cloud automates marketing and advertising integrating vendors and best practices seamlessly for unique business use cases.
The Cloud is also in its nascent period, and more sophisticated Data Clouds could disrupt older players. Snowflake is built on Microsoft Azure infrastructure. It provides a platform for data warehousing and a secure sharing of data. The snowflakes enable the data storage, processing, and analyzing solution in a very flexible and efficient manner. How Snowflake and Databricks evolve new business models will also change how companies do business. Cloud native solutions will evolve beyond their original solution.
The architecture of the Snowflake consist of three main key layers:
Database Storage
Query Processing
Cloud Services
A recent report from McKinsey & Company and the World Economic Forum estimates that connecting data across organizations unlocks $3 trillion in annual value.
Snowflake’s Media Data Cloud has the opportunity to allow the company to get into marketing and advertising in a way I really didn’t see coming. Snowflake recently published the first of what will become an annual report called “The Modern Marketing Data Stack,” which aggregates how Snowflake customers use cloud and marketing technology vendors.
Snowflake is releasing this inaugural report now because it’s got enough data to draw conclusions. So what if it used that data to create mar-tech and advertising solutions for some of its biggest customers?
The report is based on an analysis of 6,000 Snowflake Media Data Cloud customers and how they use the platform.
Snowflake also examined how 500 of its brand customers that are listed in the 2022 Forbes Global 2,000 ranking use Snowflake’s platform to work with tech partners.
The report segments Snowflake’s vendor ecosystem, which now includes more than 7,000 tech and data companies.
I personally think we can expect the best Cloud data companies like Snowflake, Databricks, Datadog and others to evolve new solutions that directly serve their customers’ needs for example in marketing and advertising, automation and A.I.
What do you think?
