Snowplow Recognized as Leader in Snowflake’s Modern Marketing Data Stack Report for Third Consecutive Year

Snowplow announced at Cannes Lions 2026 that it has been recognized by Snowflake, the AI Data Cloud company, as a leader in The Modern Marketing Data Stack: Governing the Agentic Enterprise. The report recognizes Snowplow in the Analytics & Measurement category for delivering high-quality, real-time, event-level behavioral data directly into the AI Data Cloud, powering agentic marketing analytics and hyper-personalized customer experiences.

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“Marketing measurement is only as trustworthy as the data underneath it…”

Now in its fifth year, Snowflake’s Modern Marketing Data Stack report reflects a major shift in how marketing organizations operate—from fragmented tools toward AI-driven, agentic systems built on governed data foundations. This edition draws on insights from more than 11,500 Snowflake customers and ecosystem partners across 13 categories, highlighting how organizations are bringing industry-leading applications directly to their data to drive faster execution and proven business outcomes across the marketing lifecycle, while addressing the growing demands of data gravity, privacy and trust.

“Marketing measurement is only as trustworthy as the data underneath it, and for most teams that data is still client-side, sampled, and arriving in the warehouse too late to act on,” said Alex Dean, co-founder and CEO of Snowplow. “Snowplow captures behavioral data server-side and delivers it in real time into Snowflake, governed at the schema level, which is how joint customers like HelloFresh improved data accuracy from 33% to 95% and built measurement they could actually run their business on. That same high-quality, real-time customer context now powers the AI agents marketing teams are putting into production. Being named a Leader for the third year running shows that the context layer marketers have needed for a decade is finally here.”

For marketing teams on the AI Data Cloud, Snowplow’s deep, native integration with Snowflake unlocks the full spectrum of modern measurement from within their own data platform—accurate attribution, multi-touch and marketing mix modeling, granular customer analytics—while establishing the same trusted foundation that powers joint customers’ AI agents. For organizations consolidating on the AI Data Cloud, Snowplow is the real-time customer context layer that makes both motions possible on a single, governed set of data.

“In an AI-driven era, the trustworthiness of marketing measurement comes down to whether the underlying behavioral data is captured, governed and acted on in real time inside the data platform,” said Denise Persson, Chief Marketing Officer, Snowflake. “Snowplow stands out in the Snowflake ecosystem for offering exactly that—event-level data validated and enriched in real time inside the AI Data Cloud, integrating deep customer context directly into the analytics and AI applications our joint customers build on Snowflake.”

Customer Spotlight: HelloFresh – By migrating from legacy analytics tooling to a composable analytics approach with Snowplow, HelloFresh improved data accuracy from 33% to 95%, giving data science, marketing, and product teams a single trusted view to build customer behavior models and make smarter, faster optimization decisions.

“The full integration has been very transformative in regards to how we can centralize all our data. Because we now have this capability, we can empower teams to have more rapid, accurate insights and enable more agile data-driven decisions.” — David Castro Gavino, Former Global Vice President of Data, HelloFresh

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