I wish I had several Snowflake news items today, so I could call it a blizzard and amuse myself for two seconds.  But all I have it this announcement that Optimove now allows direct access to Optimove data that’s stored in Snowflake.  I can still point out that every Snowflake instance is unique.

This Merkle report on customer engagement contains a hail of factoids.  Item one: under one-third of companies use customer data throughout their organization; the rest (68%) limit it primarily to marketing.  Item two: ownership of the customer experience tech stack is split almost evenly between IT (54%) and marketing (48%, and yes that totals 102%).  Item three: the biggest hurdles to CDP use are implementation (27%) and bad data (24%); the lowest are strategy (9%), use case delivery (5%), and lack of central ownership (2%).

Do you hear that buzz?  Either your office is being attacked by hornets or it’s everyone talking about data clean rooms.  The latest chatter is about VideoAmp, which has integrated its TV audience measurement data with Disney Advertising’s clean room.   The deal will improve audience targeting and measurement across linear and connected TV, which has been a sore point.