The art and science of marketing is being reshaped by the rapid convergence of adtech and martech, the emergence of LLMs as the hottest area of AI, issues around data privacy, and the imperative to focus on a unified approach to data. As marketers adapt, the right technology stack is essential to great marketing.

Snowflake analyzed what its customers use most often to enhance marketing data analytics and more accurately measure performance and ROI.

The Modern Marketing Data Stack 2023 identifies leaders and “ones to watch” across the 10 capabilities that compose today’s marketing data stack, and addresses the strategic imperatives that affect how they unify, analyze, and activate data to help boost revenue.