The benefits of building a DevOps culture for software companies are clear. DevOps practices integrate once-siloed teams across the software development lifecycle, from Dev to QA to Ops, resulting in both faster innovation and improved product quality. As a result, most software development teams have deployed tools to enable DevOps practices across their workflow.
As first-party customer data continues to explode, companies have struggled to make it actionable for personalization, advanced analytics, and other business purposes. As a result, customer data platforms that consolidate and activate known customer information have emerged to help companies generate ROI from their data. At present, nearly 80% of marketing organizations already have a customer data platform or are developing one.
One thing nearly all such data providers have is a REST API. Snowflake’s recently announced external functions capability allows Snowflake accounts to call external APIs. By using external functions, data enrichment providers can fulfill requests for data from Snowflake Data Marketplace consumers.
Many data providers who participate in Snowflake Data Marketplace are already using Snowflake Cloud Data Platform as their primary data store, and they can share secure slices of their data via Global Snowflake, Snowflake’s global data sharing feature, with any other Snowflake consumer regardless of which cloud or Snowflake region each is using. But other potential data providers, especially data enrichment companies, are not yet using Snowflake themselves.
