GWI Debuts on Snowflake Marketplace

London-based consumer research company GWI has launched its Respondent Level Data (RLD) on the Snowflake Marketplace, giving users access to anonymised, unaggregated consumer data for advanced analytics.

Snowflake's Data Cloud and Marketplace allow companies to collaborate in building data applications, and the company has partnerships with the likes of customer data collection and modeling specialist Snowplow, AI-based analytics platform ThoughtSpot, audience targeting specialist OpenAP and Canadian marketing services and data firm Environics Analytics.

GWI's data covers consumers' values, purchase journeys, media usage, social media habits and other areas. Originally known as GlobalWebIndex, the firm was founded in 2009 by CEO Tom Smith, and has additional offices in New York, Prague and Athens. In February it partnered with Dynata to launch a solution called GWI Audience Activation, offering end-to-end marketing including segmentation, profiling, planning and activation, for pre-built or bespoke segments.

Anonymized survey data from GWI USA, representing 250 million people from across 50 states, will be available for integration and analysis by Snowflake users, as will its global flagship data set GWI Core, covering nearly two billion consumers in 53 world markets. RLD market data or profiling points can be integrated with users' internal and third-party data for analysis, AI training and other purposes.

Recently-appointed CTO Nick Dearden (pictured) comments 'We're incredibly proud of our data and the love it's been given by our customers for years - now it's time to take that even further. With the rapid advances in AI and an increased business appetite for insights, opening up access to RLD is becoming more and more important. Snowflake is the perfect partner to help us make our data available to all businesses via their Marketplace. Today, we've taken the first step on that journey with our respondent level data in the platform, and we'll be following this with complementary and aggregated data soon'.

David Fisher, Industry Principal, Media, Entertainment & Advertising EMEA at Snowflake says the move will 'enable organizations to layer top quality consumer data with other sources to create a richer and more meaningful picture of their customers'.

Web sites: www.gwi.com and

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.