Snowflake’s Post

Transcript

Welcome back to Data cloud. Now I'm currently in CAN where I'm delighted to be joined by David Fisher, industry principal media, entertainment and advertising at Snowflake along with Lisa Hopkins, global partner, industry lead for advertising and marketing segment at AWS. Such a pleasure to have you both on the show here today. Nice to pleasure to be here. Great to have Snowflake in a WS back on DC and let's start off with a big picture view on the media and entertainment industry as you look out of your collective partners and. Customers, what's top of mind for them and how are you both working together to give them the competitive edge? David, let's start with you. Wow. I mean, they're, they're doing so much here and they're trying to find out the best ways to do it. I mean, the topics here are vast, but you know, a lot of organizations are trying to work out how to build the best view of their audience, whether in advertising sales or the best view of their audience and consumer experience. If they're in marketing, they're trying to build out user graphs. They're increasingly trying to think about, I mean, AI is in, in, in many conversations and they're talking about data. Activation now they're trying to get data from areas like Snowflake cloud infrastructure AW and they're trying to utilize that data make the most of that data and drive their businesses and that's either about revenue, it's customer experience or acquisition of new customers so a lot thank you David. Lisa would love your perspective yeah so I agree with everything that you said David in respect of of you know we're we're increasingly seeing that customer data is the most important asset that a company has and so as such we want to make sure that. Partners, we're providing our customers with the data governance and security that they recognize that they need in order to have the best first party experience with their customers. And so I'm collaborating with Snowflake on things like a Snowflake AI data cloud and being able to offer a very secure environment to our customers is, you know, a great partnership that we have and something that our our customers are recognizing and allow the customers in this space to be very agile. And be able to make business decisions to to drive their customer satisfaction. Thank you Lisa let's let's dive into the details top of mind for marketers is the elimination of third party cookies. With this step change what advice would you like to give to the audience watching on how to adapt to this new era and how will a robust data strategy really be the key differentiator Lisa, let's start with you Yeah, this is this is a transformation for marketers to have to deprecate their third party cookies. And so them being. Having a customer first strategy that leverages their consent management is key. I mean the, and that's, and that's really the advice that we're giving marketers in this space is, is how, how do you go about putting that strategy in place, have the right data governance so that your customers are secure in how you are reaching out for consent how you are. Helping them how you're being transparent and doing so. And so I think being upfront in that strategy allows your, your customers then to be loyal and to to have Peace of Mind on what you're doing with their, their customer information. Thank you for those insights, David from your seat. Well, I think interestingly there are. Chief data officers in cans and there are chief technology officers in Cairns. And I don't think that was always the case. And I think that's because data is in every meeting at the moment, it's in every conversation. And that's because of this deprecation of cookies and, you know, an acceptance and an understanding that a data infrastructure and 1st party data will be pivotal, crucial to to future success. So a lot of conversations about data infrastructure, customer 360, customer intelligence platform and then activating that data, but then it's privacy, it's governance. And it's being able to take that data and utilize it in, in as many environments as possible. But I think privacy at the heart of it and understanding, you know, the relationship you have with your customer and future customers or, or your consumers of your media and making sure that, that, that, that that relationship is, is understood that there is a. A value exchange, but fundamentally it is first party data, you know, behavioural, contextual, semantic that is driving this and that's in every conversation. Thank you, David, I'm so glad you mentioned can very much the biggest names across media and entertainment are here in the South of France. From both of your perspectives, what is your primary focus while you're here and why are you both so bullish on data transformation within this arena? David, let's start with you. I mean, I think transformation is a great word for what these organizations are going through, right? You know, I've worked in media businesses before Snowflake, and everyone has, you know, had some burning platform issues, some transformation it's going through. And this is the same for everyone here, right? And I think the really exciting thing for us is so much of this is driven by data collaboration between different organizations and whether that's across, you know, cloud infrastructure, that businesses themselves, adtech, martech, the advertisers, the agencies, it's all data collaboration. Loving how much conversation is happening about organizations. Different entities want to connect to and fundamentally that ecosystem of connections is, you know, we want to be the the utility that the, the connective tissue between these organisations. So that collaboration there that that data mobilisation, that's super interesting to us. Yeah, yeah, I'd say just about every conversation that I've had so far with customers and partners here at CAN the the main topic is data. So whether it's data security, data mobilization, data activation, everything has been about. At First Party Data and how we collaborate. And again I brought this up earlier, our collaboration with Snowflake is, is very important in the fact that we're providing these really secure environments for our customers that are going through this data transformation and no matter where they are in their journey and doing so too. Great to hear. It wouldn't be breaking news if we didn't discuss the topic of the hour. And that's very much AI in the impact it will have across the broader median advertising landscape. How do you see this technology evolving over the year to come? Lisa, would love your thoughts. Yeah, it's interesting. And the conversations that we've had with our customers and prospects around generative AI have very much involved in just in a year. You know, many of our customers were just doing maybe leveraging generative AI for ad copy. There may be just a handful of personalized images and we really started to see that evolve into a full blown personalization strategies and how you're leveraging generative AI to really get that business impact and have a very collaborative way with which to leverage that customer data to give the the best experience for your customer where, wherever they are and whatever you know environment they're in. Thank you, Lisa and David, I think the great thing about can this year. AI is that the work that a WS are doing, the work that Snowflake are doing, the work we're doing together is that AI is deployable now for every organization, everyone who's here at Cannes, So you know, they don't have to, you know, model their own LMS. You know that that's that's happened somewhere else, right? So now it's about how do you deploy it? What's the business use case? And I think really interesting piece for us is making that easy working with organizations so they can understand the use cases, analyze the impact, but fundamentally get some of this tech deployed and we're seeing it already in. Audience suggestion, channel suggestion, optimization, attribution. So I mean, where this will be in a year's time, anyone's guess because it's, as you say, topic dujour and growing, growing, growing. Looking forward to seeing what the next 12 months look like. Thank you so much for joining. Such a pleasure having a WS in Snowflake back on Data Cloud now. Thank you guys. Thanks. And for the audience watching, I'm Ryan Green with Data Cloud now. We'll see you soon.