Read time 5 minutes
Better, Smarter, Faster: How AI is Transforming CDPs
Why it matters:
This article explains how Snowflake Intelligence and Optimove remove data barriers by giving every team instant, natural-language insights that link customer engagement to real business outcomes. Organizations that use this approach make faster decisions, personalize more effectively, and can deliver greater business outcomes.
Every business leader knows the frustration: your marketing team has campaign performance metrics, sales have pipeline data, finance tracks revenue, and product monitors usage patterns. Each team has its own dashboards, reports, and version of the truth. When the CEO asks, "What's actually driving our revenue growth?," the answer requires days of manual data gathering, spreadsheet wrangling, and cross-functional meetings.
Snowflake's launch of Snowflake Intelligence addresses this challenge as a generative AI-powered platform that enables anyone in your organization to ask questions about your data in plain language and receive actionable answers instantly. For Optimove customers using Snowflake, this represents something transformative: the ability to understand not just how your marketing campaigns perform in isolation, but how customer engagement drives business outcomes across your entire organization.
The traditional approach to business intelligence has been building dashboards and reports for specific use cases. Marketing receives its campaign analytics, finance receives its revenue reports, and executives receive their quarterly summaries. The problem? Real business questions don't fit neatly into these silos.
Questions like:
We developed Positionless Marketing to break down these silos and reinvent the analysis assembly line. This is exactly what Snowflake Intelligence enables businesses to do at scale.
Optimove users benefit from real-time data access, including unified customer information such as behavioral patterns, campaign responses, predictive scores, and interactions, which may already be stored in Snowflake alongside other critical business data. Through a hybrid zero-copy data approach with Snowflake, users can access data updates in real-time.
Snowflake Intelligence serves as a conversational interface, allowing anyone in your organization to explore this complete picture without writing SQL, building dashboards, or waiting for the data team.
The power of combining Snowflake Intelligence with Optimove extends across every team in your organization, with each accessing the same unified customer data through their own lens:
Marketing Operations: "Show me customers who have high churn risk but haven't engaged with email in two weeks. What channels do they prefer?"
Revenue Operations: "Compare lifetime value for customers acquired through paid channels versus organic, factoring in their engagement with our nurture campaigns and support ticket history."
Product Team: "Which customer segments adopted our new feature within 7 days, and what was their prior engagement pattern with our marketing communications?"
Executive Leadership: "Give me a complete customer journey view from first touch to revenue for our top 100 accounts over the past year."
Each question draws on the results of Optimove's AI Decisioning agents, alongside other business data; however, the interface remains consistent, featuring natural language, instant answers, and no technical barriers.
This democratization of data doesn't just make teams more efficient—it fundamentally changes how organizations make decisions. When everyone can explore data independently, insights emerge more quickly, hypotheses are tested in real-time, and strategic conversations occur with data at the center, rather than opinion.
The most powerful aspect of combining Snowflake Intelligence with Optimove isn't just accessing data—it's creating a continuous improvement cycle.
Execute: Optimove's OptiGenie orchestrates personalized customer journeys, delivering the right message through the right channel at the right time based on AI-driven insights.
Analyze: Snowflake Intelligence helps teams understand what's working by querying campaign results alongside broader business context. "Compare engagement rates and downstream revenue for customers who received AI-recommended timing versus scheduled batch sends."
Refine: Insights feed back into campaign strategy, segmentation rules, and personalization logic. Teams test new hypotheses, validate AI recommendations, and continuously improve their approach.
Scale: As the organization learns what drives results, those learnings become embedded in Optimove's campaign orchestration, creating increasingly sophisticated personalization at scale.
This isn't replacing human judgment with AI—it's augmenting human intelligence with AI to make better decisions faster.
The combination of Snowflake Intelligence and Optimove represents a significant shift in how organizations understand and leverage customer data. Instead of asking "How did our campaigns perform?" you can ask "How does customer engagement drive business outcomes across our entire organization?"
The combination of Optimove's customer engagement intelligence and Snowflake's AI-powered business intelligence creates a compelling vision: unified customer data that powers both automated personalization and conversational exploration, enabling every team to understand and act on what drives customer value.
The future of business intelligence isn't more dashboards—it's asking better questions and getting better answers.
For more insights, contact us to request a demo.
Whitepaper: How AI is Transforming CDPs
CDP Institute’s David Raab shares what business leaders should start thinking about now to take advantage of next-generation CDPs.
Ben Tepfer is a storyteller with over a decade of experience in product marketing. He is passionate about driving growth through innovative product marketing strategies. As the Director of Product Marketing at Optimove, Ben drives the shaping of the narrative and positioning of the company's cutting-edge technology.
Ben specializes in developing comprehensive product marketing strategies through storytelling to showcase the unique value propositions of Optimove that resonate with target audiences across diverse industries. Beyond his day-to-day responsibilities, Ben is a thought leader in marketing technology.
He frequently shares his insights at industry conferences, contributes articles to leading publications, including Entrepreneur, Adweek, Cheddar, Huffington Post, VentureBeat, and MediaPost, and engages with the marketing community.
