Amperity named a Leader in Snowflake marketing report

Amperity has been named a Leader in Data and Identity in Snowflake's Modern Marketing Data Stack report, placing the customer data company in one of 13 categories covered by the study.

Marketing data

The report recognises Amperity for helping organisations bring together fragmented customer data into profiles that can be used across marketing systems. Now in its fifth year, the latest edition draws on input from more than 11,500 Snowflake customers and ecosystem partners.

According to Snowflake, the findings reflect a broader shift in marketing technology as teams move away from disconnected tools and toward systems built on governed data. The report examines how businesses are using applications directly with their data while managing privacy, trust and data requirements.

Amperity describes itself as a customer data cloud focused on helping brands use customer context in real time. More than 400 brands use its products, including Alaska Airlines, DICK'S Sporting Goods, BECU, Virgin Atlantic and Wyndham Hotels & Resorts.

AI and identity

The recognition centres on the Data and Identity category, which has grown in importance as marketing teams seek a unified view of customers across channels. Identity resolution and the organisation of customer records are increasingly tied to how companies personalise services, measure performance and apply artificial intelligence to commercial decisions.

Bridget Perry, Chief Marketing Officer at Amperity, linked that trend to the practical use of AI in customer-facing operations.

"AI only creates value when brands can recognize customers, understand their context and respond in the moments that matter. That requires more than access to data. It requires trusted customer context that systems, teams, and AI can act on in real time," said Bridget Perry, Chief Marketing Officer, Amperity.

Snowflake's report argues that marketing operations are moving from campaign-led workflows to decision-led systems. In that model, customer data is shared across business functions and used in near real time rather than held in separate platforms for different teams.

Platform partnership

That shift has increased the importance of partnerships between data platform providers and customer data specialists. Amperity said its work with Snowflake combines its customer context tools with Snowflake's AI Data Cloud so brands can use customer signals across the customer lifecycle.

Denise Persson, Chief Marketing Officer at Snowflake, said the changing operating model is increasing the value of data that works across systems.

"As marketing shifts from workflows built around campaigns to systems built around real-time decisions, trusted and interoperable customer data becomes foundational," said Denise Persson, Chief Marketing Officer, Snowflake.

"Amperity helps brands activate that data into connected experiences and AI-driven outcomes at scale," added Persson.

Data foundations

Founded in 2016, Amperity operates globally with offices in Seattle, New York City, London, Argentina and Melbourne. Its customer roster suggests a focus on sectors with large consumer datasets, including travel, retail, financial services and hospitality.

For Snowflake, the report offers a snapshot of how its customers and partners are organising modern marketing systems around centralised data estates. The inclusion of 13 categories points to a broad ecosystem approach spanning data management, identity and other functions tied to marketing operations.

The report's emphasis on governed data foundations also underlines how central compliance and trust remain to digital marketing strategies. As companies expand their use of AI, the quality and consistency of customer data have become a basic requirement rather than a secondary technical issue.

Amperity's recognition in the Data and Identity category places it in a part of the market where vendors are helping brands create persistent customer records from fragmented information sources. "Together with Snowflake, we're helping brands turn customer signals into decisions and action," added Perry.