Hightouch

fans, artists, and labelsWarner Music Group (WMG) is a major music company whose family of labels includes Atlantic Records, 300 Elektra Entertainment, and Warner Records. WMG’s music publishing company, Warner Chappell Music, has more than 1 million copyrights in its catalog. To provide the best experiences for fans and artists, WMG ingests and analyzes large amounts of data.Results 1000+ audiences syndicated with Snowflake and HightouchBillions of rows ingested into SnowflakeIncreased efficiency with streamlined audience creation and syndicationAccelerated data-driven collaboration and innovationImplemented Snowflake and Hightouch within six weeks The Challenge Maximizing fan engagement and music discoverability across thousands of artists and numerous brands is a data-driven endeavor. Signals from web, social, and email interactions help WMG understand fan preferences and serve targeted content.

Itay RahatVP of Product, Audiences, and Marketing Technology at Warner Music Group Achieving a scalable data environment with Snowflake makes WMG’s consumer data team even more productive and innovative.

Joining data from multiple sources involved time-consuming exports and imports. Homegrown connectors were difficult to scale and inhibited audience syndication. The Solution Snowflake As part of a company-wide initiative to adopt Snowflake, WMG’s consumer data team turned to the Data Cloud. Migrating WMG’s consumer data warehouse to Snowflake took less than six months and accelerated the team’s ability to support additional data types and sources.