The partnership enables customers to gain more control over data sharing
Salesforce has joined forces with Snowflake to offer “zero-copy” data sharing capabilities, which enable customers to get more insights from their data.
Customers can now sync data in real-time between Salesforce Customer Data Platform (CDP) and Snowflake, reducing the risks and costs involved in traditional sync methods.
In doing so, customers can build segments and extract insights on data from Snowflake, and vice versa.
The “zero-copy” part of the integration streamlines the process of exchanging data between platforms without having to copy it or move it around since it uses references to point to data.
David Schmaier, President and Chief Product Officer at Salesforce, said: “Companies struggle to deliver real-time personalization at scale and automation because data resides across different clouds, technology stacks, and enterprise systems.
“These new data sharing innovations grant secure, native, and open access to the data where it already lives, and allow organizations to deliver intelligent, memorable experiences based on a single source of truth for each and every customer.”
In addition, customers can visualise data from Salesforce and Snowflake using Tableau which natively connects to both platforms.
Christian Kleinerman, SVP of Product at Snowflake, said: “We are excited to expand our strategic partnership with Salesforce to unlock new value for our customers and help them to maximize their data investments.
“This integration will empower companies to break down data silos, unify data for rich insights and analytics, and enable a real-time, single view of their customers across both of our leading platforms.”
The new capabilities also provide data access to customer profiles in real-time, enabling many personalisation initiatives.
Salesforce’s portfolio upgrades in the personalisation department come as no surprise since the company has been named a leader in Gartner Magic Quadrant for Personalization Engines 2022. This move only verifies Salesforce’s plans to hold its position.
Meanwhile, Salesforce added new automation capabilities to Customer 360, its CRM suite.