FullContact for Snowflake Explained: Use Data + Intelligence to Optimize Experiences

Jeff Rothe of FullContact talks with Snowflake at Summit 2022 about building identity resolution that runs inside the Data Cloud, and what other app builders should know.

Summary

We sat down with Snowflake at Summit to talk about why we built identity resolution to run inside Snowflake rather than alongside it.

Jeff Rothe starts with the plainest version of the problem we solve. Customer records pile up across a CRM, a marketing automation tool and a call centre, and each one holds a fragment of the same person: an email address, part of a name, part of an address. Collecting those fragments is not the hard part. Tying them back to one individual is.

What we built lets customers turn that on as a service. They query against our stored procedures, get back a resolved PersonID, and we map the records from their source systems to it, so the identifier holds across everything they already have.

The second half covers what prompted the build, what we would tell other companies weighing the same investment, and which Summit announcements mattered most to us as an identity provider.

What We Cover

1. The problem, stated simply. A CRM, a marketing automation platform and a call centre each hold fragments of the same customer. Resolving those fragments to one person is the difficult part, not gathering them.
2. Why we built it into the data layer. Customers already well into their Snowflake adoption were asking how to run identity resolution inside their own data cloud rather than moving data out to a separate environment. That demand shaped what we built.
3. A resolved PersonID that persists. Query our stored procedures, get back a PersonID, and keep using it across all your customer information rather than re-resolving each time.
4. What we would tell other platform partners. Rothe credits the Snowflake partner and powered-by teams with helping validate the market and connecting us with the right technical people, and points to marketplace scale as the reason to weigh the investment seriously.
5. What mattered to us from the keynote. Beyond the app framework, we were most interested in real-time data streaming, speed, and role-based access controls, because those are what let organizations operate at the speed of the customer at enterprise scale.

Next Steps

Talk to us about identity resolution inside your data cloud.