AdExchanger The Force Of Data Gravity, With Snowflake
May 13, 2025
Erin Foxworthy, Global Industry Go-To-Market Lead at Snowflake, shares insights on harnessing data gravity for effective marketing. She discusses the transformation of SaaS applications and their pivotal role in digital advertising. Erin emphasizes the shift to first-party data and the need for clarity in navigating complex ad tech landscapes. Additionally, she explores challenges in becoming data-driven while integrating AI into marketing operations, advocating for actionable insights over sheer data volume.
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Erin's Saint Bernard Dogs
- Erin Foxworthy loves Saint Bernards and has two big dogs named Winona and Darby.
- The dogs were named by her children, highlighting a fun personal aspect of Erin's life.
Snowflake Creates Data Gravity
- Snowflake enables marketers to unify diverse customer data into a governed foundation.
- This foundation attracts SaaS applications to the data, enabling better marketing decisions without losing control.
Convergence of MarTech and AdTech
- Marketers benefit from converging MarTech and AdTech around a clean, unified first-party data set.
- This convergence improves relevance, measurement, and coordination across owned and paid marketing channels.