Data clean rooms are even more fashionable than reverse-ETL, which is not a sentence I ever expected to write. Google helped to start the trend with Ads Data Hub. They’ve now updated the look with separate versions for marketers and measurement partners. Who wears it better?
mParticle has hoisted a reverse-ETL flag with Warehouse Sync, a core system feature which adds the ability to pull data from cloud warehouses such as Snowflake. Unlike stand-alone reverse-ETL products, mParticle loads the data into its own data store and applies processes such as identity resolution, profile creation, predictive modeling, and journey management before sending it to other systems. Warehouse Sync connects to Snowflake today and will add Google BigQuery, Amazon Redshift, and Microsoft Azure.
Marketing budgets are increasingly threadbare, according to this Treasure Data survey, with 69% already cut in response to higher costs. Better data could be part of the solution, since marketers estimate they waste 38% of their budgets due to poor optimization. Better data could also help consumers, since 58% report that more than half the communications they receive are irrelevant.
Reports emerged at the weekend that Salesforce was in advanced talks to acquire data management and integration platform Informatica. The deal would be Salesforce’s largest since acquiring Slack in 2021, and shares fell 7% Monday on the news. Informatica would add more advanced technical capabilities to the Salesforce product line.