Tealium, a customer data platform (CDP), has partnered with Snowflake to integrate the cloud company's Snowpipe Streaming API.

The collaboration aims to enhance customer experience (CX) across the entire customer journey by combining the capabilities of the Snowflake Data Cloud and Tealium CDP.

Tealium's CDP, powered by Snowflake, streamlines the process of landing low latency customer behaviour data into the Snowflake Data Cloud. This powers analytics, AI, and customer-360 initiatives. The integration enables businesses to capture, process, analyse, and activate data efficiently, unlocking valuable insights, enhancing personalisation, and making data-driven decisions.

The integration leverages the power of a real-time CDP coupled with Snowflake’s elastic performance engine to drive customer data capabilities. It also equips teams with widened flexibility, allowing them to augment customer data with AI, fuelling models with clean and consented data.

Chief Product Officer at Tealium, Bob Page, said: "At the heart of any CX strategy, is your data. CDPs and cloud data platforms are powerful catalysts for managing, analysing, and activating customer data successfully to achieve this. And although unique on their own, together, they become a powerful force. That’s why Tealium and Snowflake are truly better together, providing a centralised consented data hub combining the benefits of historical data, real-time behaviour, and utmost flexibility."

Head of Product Management, Marketing Data Cloud, at Snowflake, Onil Gunawardana, said: "As third-party cookies phase out and privacy regulations intensify, the demand for secure, privacy-first, real-time data solutions has never been greater. Tealium's advanced CDP with consent management, integrated with Snowflake's Snowpipe API, provides enterprises with immediate access to cleansed, high-quality, first-party data. This seamless connectivity not only speeds up data ingestion for AI and improves customer experiences, but also ensures that data usage remains compliant within Snowflake's robust analytics environment, elevating customer data strategies with unmatched security and efficiency."