In an impressive collaboration, Canva teams up with Census and Snowflake to propel customer engagement into a new era, promising unparalleled personalization for its vast user base.
In what could be termed a revolutionary stride within the digital marketing realm, Canva, the globally recognized design and collaboration platform, has unveiled a significant leap towards personalizing user experience at an unparalleled scale. This achievement comes through its strategic integration with Census, a formidable force in data activation and Reverse ETL platforms, and Snowflake’s Marketing Data Cloud. The collaboration heralds a new era in customer data handling, essentially redefining the landscape of customer engagement for Canva’s staggering 170 million monthly active users.
Canva, with its user base sprawling across 200 countries, has long been at the forefront of innovation, providing intuitive design tools that democratize graphic design. However, the brand’s ambition to offer increased personalization and streamline experimentation was somewhat hampered by the logistical nightmares of managing vast amounts of first-party customer data. Historically, the process involved elongated turnaround times for audience creation and cumbersome manual CSV uploads, a scenario far from ideal considering Canva’s massive 200 terabytes of first-party customer data nestled within Snowflake.
Enter the game-changer, a Composable Customer Data Platform (CDP), brilliantly architected through the synergies of Census and Snowflake technologies. This novel solution propels Canva into a new dimension of data management, transforming its existing data infrastructure into a formidable growth engine for its marketing strategies. The Composable CDP essentially unlocks a unified Customer 360 in the Marketing Data Cloud, enabling an enhanced understanding of users without the hassle of navigating through disparate data silos.
The impacts of this strategic move are nothing short of remarkable. Canva reports a 33% surge in email open rates, alongside an impressive annual saving of $200k in engineering costs. Moreover, the agility introduced in creating new marketing audiences — now a matter of five minutes — showcases the profound efficiencies gained through this integration.
Matthew Castino, Marketing Measurement Lead at Canva, highlighted the flexibility and power of the Composable CDP, noting its ability to seamlessly integrate data from multiple sources into one unified truth. This integration enables Canva to activate data in diverse ways, pushing machine learning outputs to various platforms, thus breaking free from the constraints of individual tools.
Denise Persson, Snowflake’s Chief Marketing Officer, echoed these sentiments, emphasizing the collaboration’s role in empowering enterprises to integrate and activate customer data effectively. This harmonization of data not only streamlines user experiences but also ensures robust security and governance, underpinning remarkable returns on investment.
The Snowflake Marketing Data Cloud stands as a testament to the evolving digital marketing landscape, offering a platform that simplifies complex architectures and unlocks superior customer experiences. This innovation enables marketers to achieve a holistic view of their customers, leverage native AI capabilities, and execute comprehensive marketing campaigns — all within a secure, user-friendly environment.
As Census and Snowflake carve new paths in personalization at scale, it is evident that the future of digital marketing leans heavily towards integrated, data-driven strategies. This collaboration not only sets a new benchmark for personalized marketing campaigns but also underscores the potential for technology to reshape the interaction between brands and their audiences in profound, impactful ways.