Cloud has transformed many aspects of the enterprise, and marketing is no exception to that norm.

Increasingly, organizations are turning to cloud-hosted analytics to inform and refine their go-to-market plans.

“Today, more than ever, adaptability is truly the super power of marketing. And data is really what allows us to adapt to our customers’ preferences in real time,” said Denise Persson (pictured, left), chief marketing officer of Snowflake Inc.

This was one subject of discussion during Snowflake’s Data Cloud Summit 2020. Dave Vellante, co-host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, spoke with Persson; Laura Langdon (pictured, center), chief marketing officer of Wipro Ltd.; and Scott Holden (pictured, right), chief marketing officer of ThoughtSpot Inc. (* Disclosure below.)

Let the data cloud guide marketing strategies

If marketing is all about adapting a message to circumstances, it follows that agile clouds can help organizations adapt faster. That’s exactly how Persson sees it, in fact.

“What I’m personally most excited about is the real-time access to data we have today,” she said. “In the past, we used to get stale reports. Today, we get data in real time as our campaigns are often running. And this is really what enables us to make those real-time adjustments to our investments.”

An good example of these real-time adjustments are industry events amidst a pandemic.

“Just look at this event that we’re doing,” Holden said. “In a physical world, all of you watching at home, you’d be in front of us in a room. And we’d be able to know if you’re in the room … but that’s basically it. In a digital world, we know how long people are sticking around. You know, Denise and her team, as the hosts of this show, are going to know how long people watch this segment. ”

Beyond aggregating data and the basic analysis process, there’s also the question of how best to organize and present insights to different stakeholders to suit their different needs.

“You know, you think about the power of Snowflake mining data for you, and then a ThoughtSpot really giving you the dashboard to have what you want,” Langdon said. “And then, of course, an implementation partner like a Wipro coming in and really being able to plug in whatever else you need to deliver. It just gives us so much to play with and so much room to grow as marketers.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of the Snowflake’s Data Cloud Summit. (* Disclosure: TheCUBE is a paid media partner for Data Cloud Summit 2020. Neither Snowflake Inc., the sponsor for theCUBE’s event coverage, nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE