You might think that every CDP can integrate external data these days, but that’s not necessarily true. So let’s report that BlueConic has added Secure Data Sharing for Snowflake, which means it can connect directly to governed data within Snowflake without exporting or copying. This was one of a number of recent announcements from BlueConic, including the adoption of a new descriptor for their offering, Customer Growth Engine.

Jamie from our Department of the Obvious ran into the office the other day waving this report from Adobe, which surveyed 3,200 CX professionals to discover that personalization is hard if customer data is siloed. Specifically, two-thirds believe data siloes block personalized engagement at critical points in the customer journey. Sixty-four percent of senior executives cite security and governance issues as reasons for the silos; 48% admit their data is a mess.

Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.