How Fetch and Snowflake are Powering Real-Time Insights for Brands
By Allison Geyer
September 14, 2023
In today’s data-driven world, partnerships between tech companies can lead to groundbreaking innovations. One alliance that’s been making waves is the collaboration between Fetch, the nation’s No. 1 rewards app and leading consumer-engagement platform, and Snowflake, the cloud computing-based data warehouse company.
Fetch was recently recognized as a leader in Snowflake’s 2023 Modern Marketing Data Stack report in the Enrichment category, which includes solutions that identify individuals or households by mapping disparate identifiers and touchpoints and using data sets and analytic services to enrich an organization’s existing data.
Snowflake’s data-backed report is based on an analysis of usage patterns from a pool of approximately 8,100 customers. The report identifies the best-of-breed solutions to show how marketers can leverage the Snowflake Data Cloud with accompanying partner solutions to best identify, serve, and convert valuable prospects into loyal customers.
Fetch was recognized for the platform’s ability to give brand partners the power to elevate advertising and campaign attribution with richer consumer profiles and personalized segment insights with the Snowflake Data Cloud. This process securely combines external first-party data sources, allowing collaboration without the need to relocate, duplicate or expose any personally identifiable information (PII) associated with the data. A Fetch data clean room powered by Snowflake provides cutting-edge insight into audience tracking and campaign performance in a secure, collaborative environment.
This partnership is not just about sharing data; it’s about revolutionizing how businesses access, analyze, and leverage real-time data to make informed decisions. In this Q&A, Virginia Marsh, VP of Data Partnerships at Fetch, sheds light on how Fetch and Snowflake are powering next-gen marketing and advertising insights for brands across CPG, restaurant and retail. .
What does the collaboration with Snowflake mean for Fetch and its partners?
The Fetch-Snowflake partnership means that our partners can access data faster and fresher than ever before. When partners have a better data experience, they have better outcomes. But it’s not just about the speed – it’s also about the depth and breadth of zero-party data submitted by Fetch users that Snowflake enables us to provide. With Fetch users submitting more than 11 million receipts every day, from every kind of transaction, no other dataset can match the real-time, longitudinal insights we offer.
How does Fetch differentiate its data from competitors?
Unlike traditional data providers, we don’t need to project data – we have the real, verified data, with updates every three hours at most. This means we can track real-time consumer behavior across all channels, from someone buying a prescription at CVS to getting a yoga mat at Target. Our partners can learn so much from this information – for example, we can analyze how price elasticity influences consumer choices, which help partners optimize their approach to targeted offers. This depth and freshness of our data is what sets us apart.
Could you explain the role of Snowflake in this partnership?
Snowflake serves as the backbone of our data clean room partnership. While our data is dynamic and constantly changing, Snowflake’s infrastructure allows us to handle that complexity seamlessly. This dynamic nature of the data ensures our partners get the most accurate, up-to-date information, which is crucial for their decision-making process.
How does Snowflake contribute to enhancing the Fetch user experience?
The benefits are twofold. First, partners get data faster and fresher, which allows for smarter, more timely offers to consumers. This improves the overall experience for consumers engaging with the Fetch platform. Second, the clean room provided by Snowflake is instrumental in managing personally identifiable information (PII) safely. We can work with third parties to enhance partner data sets without compromising user privacy.
What’s the future of this partnership, and how does it align with Fetch’s goals?
We’re actively working on expanding our partnership with Snowflake to include more partners. In the future, we can expand even further, eventually being able to provide industry-standard reports to companies that might not be able to partner with us directly. These insights would allow them to see how they’re performing across the Fetch ecosystem, opening new avenues for collaboration and growth.
The Fetch-Snowflake partnership is at the cutting edge of data utilization in the advertising industry. By offering real-time, longitudinal data and a secure, compliant clean-room environment, this collaboration is a game-changer for Fetch, its partners, and the industry as a whole. As data continues to drive business decisions, Fetch will continue pushing for innovation and efficiency.
Virginia Marsh is the Vice President of Data Partnerships at Fetch, the nation’s No. 1 rewards app and leading consumer-engagement platform. In her role, Virginia oversees all aspects of the data partnership pipeline, identifying strategic opportunities, successfully closing deals and nurturing existing partnerships. With a focus on transforming raw data into actionable insights, Virginia maximizes value by helping partners understand the value of Fetch’s unique approach to first and zero-party data while also enriching it to create relatable personas for clients. Before joining Fetch, Virginia spent nearly two decades in business intelligence for leading retail and CPG companies, including CVS Health, Anheuser-Busch, L’Oreal and P&G.
Allison, Director of Corporate Communications, is a contributor to the Fetch Blog.