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Census Builds Audience Hub for Marketers on the Snowflake Data Cloud


Data activation and visual audience segmentation are made possible for marketers on the Snowflake Data Cloud via Census Audience Hub, Powered by Snowflake.

The introduction of Audience Hub for marketers was announced by Census. Customers can use Audience Hub, Powered by Snowflake, to deliver individualised cross-channel interaction by leveraging their investments in the Snowflake Data Cloud. With a full suite of customer interaction tools built on Snowflake, marketing and business teams can now activate first-party data, create dynamic audience segmentation, and personalise messaging.

“Today’s data-driven marketers require platforms that accelerate experimentation and personalization while reducing Total Cost of Ownership, without increasing security risk. With this joint solution, marketers will have more powerful tools than ever at their disposal”, “We have been the pioneer of making data actionable for customer-facing teams, and we’re excited to be working with Snowflake’s innovative technology as we enter the next phase of that journey.”

Boris Jabes, CEO, Census

Organisations are rapidly using cloud data platforms to scale operations, improve performance, and control costs as a result of the explosion in data volumes. Because their data was dispersed throughout numerous marketing systems, marketers previously unable to activate personalised client experiences.

Census has been able to provide joint customers with the ability to use a single, uniform source of truth for data activation and reverse ETL by building Audience Hub on Snowflake. Marketers can simply build, examine, and manage segments across all of their data with near-zero maintenance and improved data security thanks to direct access to 360° customer data on the Snowflake Data Cloud.

“In a hyper-competitive marketing landscape where agility and speed are critical, it no longer makes sense for your customer data to live in a separate data store. By activating data directly from the enterprise data platform, marketers eliminate complexity of managing integrations that lead to latency and poor campaign performance”, “Snowflake is enabling next-generation providers, such as Census, to develop their solutions on the Snowflake Data Cloud.”

Ganesh Subramanian, Director of Product Marketing, Snowflake

The joint solution’s salient characteristics and advantages include:
  • Visual audience builder: An intuitive point-and-click interface with sophisticated segmentation features like many-to-many relationships and nested and/or statements that is designed with marketers in mind.
  • Third-party data enrichment: As of January 31, 2023, the option to use third-party data from 1800+ unique datasets from 390+ vendors on Snowflake Marketplace for profile enrichment and segmentation.
  • Powerful analytics to analyse segment membership, health, size, and overlaps are among the characteristics of audience analysis that may be logged back into Snowflake to assess audience performance.

With the help of Audience Hub, Powered by Snowflake, joint customers including Canva, Sonos, Figma, and Notion can customise marketing campaigns, improve ad performance, and promote experimentation. For instance, Canva uses client data to personalise outreach to more than 125 million users each month.

“Our tech stack including Snowflake and Census allows us to integrate our data from multiple different sources into one source of truth, so that we can activate all our data and unlock it in lots of different ways”, “Census helps us create audiences and segments and even leverage machine learning outputs in marketing and advertising platforms. It also means we’re not locked into the particular limitations of an individual tool, so we can have a great deal of flexibility.”

Matthew Castino, Lifecycle Data Lead, Canva

Snowflake powers apps that are industry leaders. By constructing on Snowflake, product and engineering teams are able to create, scale, and run their applications without experiencing operational burdens, providing customers with unique products. Builders that participate in the Powered by Snowflake program have access to tools that will support the development, promotion, and management of their applications on the Data Cloud.

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