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1、THE MODERN MARKETINGDATA STACK 2023How data-forward marketers are redefining strategies to unify,analyze,and activate data to boost revenueTABLE OF CONTENTS2The State of Play.3Evolving the Marketing Data Stack.4Four Forces Reshaping Marketing.9The Marketing Tools.14Foundational Tools.22The Snowflake

2、 Data Cloud:The Foundation of the Modern Marketing Data Stack.27Industries Bring Nuance to Their Stacks.28Personalize Your Modern Marketing Data Stack.33Customer Stories.34 Next Steps.39 Appendix:Detailed Methodology.40 Appendix:Partner Profiles.42 About Snowflake.523MODERN MARKETING DATA STACK 2023

3、|THE STATE OF PLAYSo much has changed in the year since we launched the first edition of The Modern Marketing Data Stack in 2022.Recessionary pressures and the imperative to do more with less,and to be more focused with technology investmentespecially the transformative power of AIare driving change

4、.Concerns about privacy,at both the consumer and legislative levels,are driving change.The pressure to get more value from datato know more,target better,act fastercontinues to drive change.Marketers eager to contribute to the bottom line invest in technologies to extract actionable intelligence fro

5、m disparate swaths of data,and struggle to show overnight results.Late last year,LinkedIn reported that“77%of CMOs globally feel under pressure to prove greater short-term ROI on their marketing campaigns,”and that“90%of marketers say improving CFO understanding of ROI is key to bolstering future bu

6、dgets.”This demand to deliver short-term proof of value can hamper strategic marketers,who see investments in modernizing their marketing data stack as foundational to success.Making sure that any short-term optimization also fits into the long-term roadmap isnt easy.Yet data technologies are the on