Driving personalization at scale requires solving fragmented data, lack of Customer 360, and manual audience activation. A modern marketing data stack built with Fivetran, Snowflake, and Hightouch enables this by centralizing and activating customer data. Fivetran automates ingestion from 200+ sources into Snowflake, which stores and models data as a single source of truth. Hightouch then syncs this data into marketing platforms for real-time personalization. Case studies show impact: PetSmart tailors campaigns using pet-specific data, IntelyCare cut $520,000 in costs while boosting engagement with nurses, and Warner Music Group manages hundreds of personalized fan audiences daily.

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