Do not confuse Snow Software, which helps companies track IT costs, with Snowflake, a cloud database often used for CDP-ish solutions. Do take note that Snow has just been sold to Flexera, which also helps companies optimize their return on tech investments. It’s a helpful reminder that cost-conscious IT departments are more than happy to “help” marketers who are doing a poor job of controlling tech spend.
ETML, a growth advertising and analytics company has bagged the digital mandate for Lenskart, India’s optical brand. With this partnership, ETML would be responsible for handling Lenskart’s performance marketing endeavours in the Middle East, with an aim to serve its larger business objective.
Sure, cloud databases are popular, but the really cool IT kids have moved on data lakehouses, which combine data warehouse functionality with data lake flexibility. Or so says this survey from Dremio, which sells guess-what. Lakehouse advantages over cloud databases include lower cost, self-service access, and easier support for AI.
BrightEdge reports that, despite huge growth, AI search engines still provide less than 1% of website referral traffic. You might think that’s a reason to ignore your ranking in AI search engines, but BrightEdge argues those rankings are still important because the main role of AI search is discovery, not referrals. Seems like a testable hypothesis. What we know for certain is that over-all traffic has dropped as users switch from traffic-generating traditional search to traffic-stifling AI search engines.