{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Humans of Martech","title":"89: The viability of warehouse-native martech: Insights from 10 industry experts","html":"","width":"100%","height":180,"duration":3597,"description":"What’s up folks, today we’ll be joined by various martech pros sharing their opinions on the topic of warehouse-native martech.\nThe landscape of marketing technology architecture has been undergoing – what you might call – a seismic shift and many don’t even realize it. In this transformation, there’s a remarkable development - warehouse-native marketing technology, an innovative breakthrough that promises to reshape the entire industry for the better, but comes with plenty of questions and skepticism.\nHere’s today’s main takeaway:\nAs we navigate the potential transformation to warehouse-native martech, the single most critical action is to prioritize achieving high-quality, well-structured data; it's the golden key to unlocking the full potential of these emerging tools and strategies.\nThis episode explores the various facets of warehouse-native martech and its viability, pulling in insights from industry experts, piecing together a comprehensive view of this groundbreaking shift.\nWhat are warehouse native martech or connected apps?\nIn Dec 2021, Snowflake introduced a new term, 'connected applications'. \nUnlike traditional managed SaaS applications, connected applications process data on the customers' data warehouse, giving customers control over their data \nBenefits include preventing data silos, \nremoving API integration backlog, \nenabling custom analytics, \nupholding data governance policies, \nimproving SaaS performance, \nand facilitating actionable reporting\n\nIn other words, instead of making a copy of your DWH like most CDPs ad MAPs do today, everything lives on top of the DWH and you don’t have to pay for copying your db.\nSome companies solving this for product analytics are Rakam, Indicative, and Kubit. Census and Hightouch are also doing this, being warehouse-native activation tools sitting on top of a DWH and don’t store any of your data. Some Messaging companies solving this use case natively on the cloud warehouse are Vero, Messagears, and Castled....","thumbnail_url":"https://img.transistorcdn.com/4eBcAi2MlxuVPdaWgcnwbeXVYH5naGhZe-qIuSYOdjU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hZGE5/NTRiZjYwMDI0NWM5/MmE4MDQ1NWJlODA3/MjUxYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}