Snowplow Launches Ad Campaign Effectiveness Measure

In the US, customer data specialist Snowplow has launched a dynamic solution called Attribution Modeling on the self-managed Snowflake Data Cloud, to give clients real-time insights into advertising performance, and enable campaign optimization in near-real time.

Snowplow helps organizations generate and model first-party customer data from across their digital interfaces, to capture customer journeys and build first-party behavioral profiles. The firm says that by building Attribution Modeling on Snowflake, Snowplow can enable direct-response advertisers to obtain insights into conversion journeys, by analyzing click event data from ad campaigns.

With Snowplow's first-party customer data, organizations can generate, enrich, and model ultra-low latency click event streams, delivered in Snowflake's single, integrated platform. Companies can then analyze and respond to advertising performance in near real-time through a unified data asset.

Conor Doyle (pictured), VP Partnerships & Business Development, Snowplow, comments: 'By building our Attribution Modeling solution on Snowflake, we have been able to provide a cloud-based alternative to other campaign analytics solutions available today. Snowplow will work with Snowflake to enable customers to take control of first-party data and map granular customer journeys in a centralized source of truth.'

Web site: www.snowplow.io .