Exciting Innovations Unveiled at BUILD: The Dev Conference for AI & Apps
This November, the buzzing city of San Francisco played host to the much-anticipated BUILD: The Dev Conference for AI & Apps, a three-day event from November 12-14 that drew in tech enthusiasts and marketing professionals alike. The conference was all about diving into the latest advancements in the AI Data Cloud and how these innovations are pushing the boundaries of what technology can achieve for marketers.
Over the past few years, we have seen dramatic shifts in the marketing landscape. Key trends like the rise of advanced AI, growing privacy concerns, and the evolution of a data-first strategy are no longer just fads; they have become essential pillars that are reshaping how marketers connect with their audiences and drive revenue towards 2025 and beyond.
A New Era for Marketing Data Stacks
The latest edition of The Modern Marketing Data Stack report highlights this transformation, showcasing an entirely updated framework of technologies that savvy marketers now rely on. The concept of data gravity has emerged as a central theme, emphasizing the immense potential of large, unified datasets that are now at the core of marketing strategies. Essentially, traditional marketing tech stacks which were once viewed as a collection of separate building blocks are now more akin to a cohesive network of technologies revolving around a central data hub.
To better understand this evolution, the report analyzed data from over 9,800 customers within the Snowflake AI Data Cloud, revealing how brands are constructing their marketing stacks in an era dominated by AI and privacy-first approaches. What’s shocking is that several of the core factors being examined in this report have transcended from being just trends to being necessary components for success in marketing.
Game-Changing Trends
The discussions throughout the conference underscored three essential factors that are game changers for marketers—on par with the advent of the smartphone. These aren’t trends that will fade; they define a redefined status quo. Other emerging themes discussed at BUILD included innovative measurement strategies, elevating data-connected applications, and showcasing real-world marketing success stories that demonstrate how these technologies can drive tangible results.
The goal of the comprehensive research was to identify technologies that are not only gaining traction but establishing a significant active customer base within Snowflake. The analysis included a rich dataset spanning a full year – from May 1, 2023, to April 30, 2024 – ensuring insights were up-to-date and reflective of current market dynamics.
Diving into Data Analysis
A nifty categorization of technologies based on their interaction with Snowflake shows how vendors are uniquely leveraging its capabilities to serve their purposes. It’s intriguing to see that there is minimal overlap across categories, with less than 2% of tools operating within both data integration and collaboration workloads.
The report also highlighted key metrics for gauging the success of various marketing tools, evaluating how they use Snowflake’s features to enhance their offerings. This detailed approach provided clarity on how different technologies are carving out their niches in this rapidly changing landscape.
Charting the Course Ahead
As the conference wrapped up, attendees were buzzing with excitement over the future of marketing technologies. The penalty index for assessing market penetration and usage depth reflects how tools are not only gaining a foothold but are also demonstrating significant growth in usage by integrating with the Snowflake platform effectively.
Moreover, the report introduced a fascinating way of ranking these technologies based on their success, where those at the top of the list—marked as Leaders—showcased the highest index across diverse metrics. Meanwhile, the Ones to Watch category highlights promising newcomers making waves with their innovative technologies or approaches, indicating a bright future ahead.
Final Thoughts
The atmosphere at BUILD certainly mirrored a turning point in the marketing technology landscape. As we move closer to 2025, understanding and integrating these innovations will be crucial for marketers aiming to keep pace with a world that is swiftly evolving. With the essential insights shared at this year’s conference, attendees are better equipped to navigate this exciting new terrain.
