Scattered data acts like a hidden tax on your business potential, silently draining resources through wasted effort, costly errors and missed opportunities. Consider your customer interactions: when crucial insights about preferences, purchase history and service requests reside in disconnected marketing, sales and support systems, attempts at delivering seamless experiences devolve into frustrating guesswork.

This fragmentation leads directly to inconsistent messaging, irrelevant offers that annoy rather than engage customers, inefficient service resolutions that erode trust and, ultimately, result in customer churn. It also causes you to miss opportunities for meaningful personalization, cross-selling and upselling.

The situation is equally perilous with supplier information. When procurement, finance, logistics and compliance data is fragmented, you lack a clear view of your supply chain's vulnerabilities. Critical risks — like a key supplier's financial instability, geopolitical disruptions impacting logistics or hidden single points of failure — remain obscured until it's too late.

While strategic partnerships are harder to forge, effective collaboration also suffers due to cumbersome onboarding processes and invoice reconciliation headaches. Furthermore, navigating the complex landscape of environmental, social and governance (ESG) compliance becomes nearly impossible. Aggregating disparate supplier ratings and accurately assessing your overall supply chain sustainability footprint feels like flying blind, jeopardizing both regulatory standing and corporate reputation.

Finally, the lack of a cohesive view across your product portfolio limits your growth potential. You need unified product data enriched with research and development (R&D) specifications, marketing content, sales configurations and support knowledge. It also needs to be accessible through clear hierarchies; otherwise, innovation slows. Product launches suffer delays, and analyzing portfolio performance becomes difficult.

Furthermore, offering a consistent, accurate product experience across all customer touchpoints — whether through websites, physical displays, sales quotes or support interactions — remains an uphill battle. This disconnect directly impacts revenue through lost sales and higher return rates, damaging customer satisfaction and brand perception in the long run. In short, pervasive data fragmentation isn't merely an IT nuisance; it's a fundamental business constraint hampering agility, profitability and your ability to compete effectively.

To generate maximum business value from data, your organization needs to be able to generate trustworthy analytics quickly. Achieving this demands more than a powerful platform like the Snowflake Data Cloud. You need to feed that platform with inherently reliable and consistent data. This means establishing and maintaining master data across your diverse business domains (customer, supplier, product, etc.) that acts as a single source of truth.

And it needs to integrate seamlessly with Snowflake. Consuming master data directly in Snowflake allows you to exploit its real-time analytical capabilities fully.  This helps ensure the underlying data is accurate, leading to faster insights, quicker responses to opportunities and truly data-driven decision-making.

Figure 1: A diagram of the seamless data flow from Informatica MDM to Snowflake

The seamless integration of Informatica's Master Data Management with Snowflake provides demonstrable leverage for enhancing analytics and expediting business value realization, as illustrated in the examples below.

Integrating a complete, accurate and unified view of your customer directly within the Snowflake Data Cloud formulates a powerful construct for accelerating sustainable revenue growth. Achieving this crucial unified view, which includes building dynamic relationship graphs and customer householding models, relies on robust data management capabilities powered by Informatica MDM and 360 Applications. Informatica’s MDM solution lets you build a trusted data foundation — mastering customer profiles and ensuring data quality — which is then activated by Snowflake's high-speed analytical capabilities, turning raw data into actionable growth strategies.

Fueled by comprehensive customer knowledge, such as buying patterns, preferences, interaction history and lifetime value metrics, this engine is mastered, cleansed and delivered into Snowflake. This drives results across the customer lifecycle with:

• Precision engagement for acquisition: Insights derived from analyzing trusted and unified customer data within Snowflake — which combines master data like location and demographics with behavioural data from sales transactions, support tickets, and service interactions — allow for hyper-personalized marketing campaigns and precisely targeted acquisition efforts. Understanding potential customers better through reliable data can significantly shorten sales cycles and improve conversion rates. This directly helps boost top-line growth, especially when entering new markets or launching new products.
• Maximization of customer lifetime value: Analyzing loyalty indicators, engagement levels and purchase history directly within Snowflake can quickly uncover lucrative cross-sell and upsell opportunities. By understanding the relationships through customer householding, teams can identify valuable connections and opportunities within a family or business network that would otherwise be missed. The reliability of these insights stems from the underlying customer data being unified and governed by Informatica’s MDM. This helps sales and marketing teams optimize outreach, focus on high-potential segments and make data-driven decisions that demonstrably increase customer lifetime value and return on investment (ROI).
• Proactive churn reduction: The ability to analyze up-to-the-minute behavioral data in Snowflake fuels predictive models that can identify at-risk customers before they actually leave. This foresight, grounded in timely and trustworthy data, enables proactive intervention with targeted retention offers and personalized communication. This helps effectively minimize churn and protect crucial revenue streams by fostering sustained relationships.

By leveraging Informatica's comprehensive data management foundation to activate customer intelligence within Snowflake, you gain the critical insights needed to optimize every stage of the customer lifecycle for maximum growth and profitability.

Modern supplier management extends far beyond simple performance tracking. It demands sophisticated capabilities to navigate the critical landscape of ESG factors. Addressing supplier risk, ensuring legal compliance, maintaining market competitiveness, satisfying investors and managing reputation all hinge on effectively integrating ESG intelligence into the supplier management solution. Achieving this requires a stack of interconnected data management capabilities, including:

1. Seamless integration with external data providers: Incorporating objective third-party perspectives is vital for a comprehensive supplier risk and performance assessment. This demands automatic connection to and ingestion of data from leading third-party data providers for a wide range of insights, including financials, ownership details, credit ratings, supplier performance ratings, and ESG rating & emission data. Informatica's data integration and ingestion services provide this crucial capability, enabling the automated flow of external ratings directly into your supplier data ecosystem.
2. Unified master data foundation: Fragmented information is the enemy of insight. A core capability for supplier intelligence is consolidating diverse internal supplier records and associated product details, as well as integrating external ESG data into a single, trustworthy view. Informatica's Supplier 360 delivers this by creating and managing each supplier’s 'golden record.’ This resolves conflicts, enriches profiles, and maps complex relationships and hierarchies, such as sub-supplier, ownership, origination and ship-to locations, product categories and items.
3. Actionable insights and visualization: Raw data, even when clean and integrated, needs to be translated into actionable intelligence. The final required capability is the delivery of clear, real-time insights to decision-makers. Leveraging the reliable, enriched data residing within Snowflake allows you to build and publish advanced analytical dashboards. These Business Intelligence (BI) tools provide executives and stakeholders with immediate visibility into supplier ESG ratings, compliance tracking and overall supply chain sustainability performance. This empowers data-driven improvements.

Together, these integrated capabilities, powered by Informatica for data integration and mastery and Snowflake for scalable analytics, provide the robust foundation needed for proactive, compliant and sustainable supplier management.

Extracting maximum value across the entire product lifecycle — from concept and launch to sales, support, and supply chain management—depends on mastering product information. Informatica Product 360 provides the essential data management capabilities to create this trusted product intelligence foundation, while the Snowflake Data Cloud offers the platform to analyze and activate it for strategic advantage at every stage.

Here’s how Informatica and Snowflake work together across the product lifecycle journey:

• Informed innovation and launch: Strategic product development requires a clear understanding of market needs and portfolio performance. Informatica Product 360, part of its MDM and 360 applications, allows businesses to manage complex product hierarchies and reference data effectively. Analyzing this structured data within Snowflake yields insights that streamline business reporting, guide research and development (R&D) efforts and ensure new products are launched effectively based on data-driven decisions.
• Enhanced customer experience and sales: Delivering exceptional experiences relies on presenting consistent and personalized product information across all customer touchpoints. Informatica Product 360 ensures product attributes, descriptions and pricing are accurate and harmonized across all channels (web, mobile, store, marketplace, etc.). Access to this trusted product data within Snowflake enables dynamic personalization and supports optimal pricing strategies identified by analyzing sales and usage patterns to boost conversion rates and revenue.
• Optimized supply chain and operations: Aligning supply with demand requires real-time visibility at the specific product level. Businesses gain clarity by enriching authoritative product master data with operational data (inventory, demand signals, production status, etc.). Analyzing this integrated data in Snowflake allows for efficient inventory management, reducing carrying costs and preventing stockouts, thereby improving operational efficiency and customer satisfaction.

By establishing and governing high-quality product information throughout its lifecycle and making it available quickly in Snowflake for advanced analytics, you can enhance customer interactions, optimize operations, unlock business value faster and drive more successful product strategies.

Managing large volumes of diverse master data across domains like customer, product, supplier, and location, along with high-speed transactional data, requires a powerful and flexible platform. This platform must serve as a centralized information hub for integrated analytics, by combining master data with transactional data such as customer sales, return requests and support interactions, and supplier-related transactions, like requisitions, purchase orders, goods receipts and payments.

The Snowflake Data Cloud provides this capability, acting as the central connected hub for enterprise-wide information. Informatica's seamless and quick integration with Snowflake is critical, facilitating the population and maintenance of this hub with high-quality, enriched, and governed data. This is achieved using standard connectors and advanced data quality and transformation capabilities. Snowflake's scalable architecture is ideal for storing, processing, and continuously analyzing this comprehensive and integrated dataset, allowing you to derive real-time, cross-domain insights that inform strategic decisions and drive business value.

Caption: Figure2: Integrated analytics enabled with Informatica and Snowflake

Achieving a comprehensive, 360-degree view of your critical enterprise assets —customers, suppliers, products and beyond — through Informatica's MDM and 360 applications establishes the essential foundation of trust and consistency. However, activating this foundation for maximum impact happens when this reliable mastered data is seamlessly integrated and made directly consumable within the Snowflake Data Cloud.

Informatica's MDM Extension for Snowflake bridges this gap, delivering analytics-ready data where it can drive the most value. By uniting Informatica's industry-leading data governance, integration and mastering capability with Snowflake's formidable, scalable analytics engine, your organization gains the power to aggregate, assess and monitor enterprise data with confidence. This unlocks near real-time insights and generates business value at scale.

This powerful combination provides the trusted data backbone crucial for advanced analytics and grounding reliable Generative AI applications. Discover more about how the Informatica and Snowflake expanded partnership is enabling trusted AI-ready data and accelerating your journey to data-driven insights and innovation.