Optimove Launches Zero Copy Customer Lists

Optimove today released Zero Copy Customer Lists, a capability enabled through Snowflake, that lets companies build audiences directly from data that lives in their own Snowflake environment, without copying, uploading, or ingesting that data into Optimove.

Marketers can now build audiences from data like credit scores, know your customer (KYC) status, and the output of an internal risk model without it ever leaving their own customer data warehouse. Optimove runs an SQL query against the warehouse and receives back only the customer IDs that meet the criteria. Everything else stays in the warehouse.

Marketers connect Optimove to their Snowflake environment once, then define a list in the Optimove Data Studio using an SQL query that returns customer IDs. The query runs against the warehouse either one single time or on a recurring schedule the marketer sets. Saving the list automatically creates an audience, which can then be refined with additional criteria that lives inside Optimove.

Zero Copy Customer Lists extends the Optimove Positionless Marketing Platform, which already moves data in and out of dozens of systems, including warehouses, loyalty platforms, points of sale, ad networks, and BI tools, in real time and in batch. More than 2 billion real-time events pass through it daily. Zero Copy Customer Lists adds a connection where the data never moves at all.

"There's a category of customer data that every enterprise has and almost none can use. It sits in the warehouse under a policy that says it stays there, and the marketer who could act on it never gets the chance. That's a governance gap, and the answer was never going to be another pipeline. It was going to be leaving the data alone. Snowflake is what makes that practical at enterprise scale, and Zero Copy Customer Lists is how a marketer finally reaches that data without moving it," said Pini Yakuel, CEO of Optimove, in a statement.

"Zero-copy is about making data useful without compromising where it lives or how it is governed. Optimove is bringing that principle directly into marketing activation, enabling marketers to act on sensitive customer data in Snowflake without moving or duplicating it," said Rodrigo Rocha, vice president of global independent software vendor and enterprise technology partnerships at Snowflake, in a statement.