Marketecture: Get Smart. Fast. Episode 131: Erin Foxworthy from Snowflake on how brands and agencies are building modern data stacks
Jul 18, 2025
Erin Foxworthy, Global Head of Marketing and Advertising at Snowflake, shares her journey from agencies to tech, highlighting the seismic shifts in data management. She discusses the transition from outdated tools to composable Customer Data Platforms, emphasizing data governance and ownership. The conversation also dives into clean rooms, identity resolution, and the nascent role of AI in enhancing structured marketing data. Erin's insights offer a fresh perspective on modern marketing challenges and the importance of evolving strategies in a data-driven world.
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Composable CDPs and Data Ownership
- The shift from DMPs to composable CDPs reflects marketers wanting ownership of their data foundation.
- Snowflake's approach makes applications live within a governed data environment rather than external platforms.
Trend Toward Non-Moving Data
- Non-moving data is a growing trend to reduce data copying and maintain governance.
- Snowflake allows live querying and sharing of data without full physical copies, improving efficiency and compliance.
Activating Data Without Moving It
- It's possible to activate data with DSPs like The Trade Desk without moving data.
- Trade Desk queries data views securely from Snowflake to activate campaigns efficiently.