As marketers adapt to profound trends—the arrival of generative AI and large language models (LLMs), the convergence of adtech and martech, and greater attention to privacy issues—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.