Salesforce Marketing Cloud (SFMC) is a leading platform in the marketing space that satisfies an important slice of the Salesforce ecosystem. However, as we have seen with Salesforce CRM, modern companies are now acquiring more and more data outside of these traditional core systems. Data platforms like Snowflake have become the true home of customer 360, curated by data teams, and marketing teams need a way to leverage this data in their primary workspace.
How do people get data into SFMC today?
Getting data into SFMC is a little clunky. If you’re a marketer, usually your data team provides modelled attributes to use in Data Extensions. For most, this involves dropping files via FTP, some automate this step with scripts or ETL tools. Then, a degree of on-platform data processing is required before using new data in campaigns and actions. This disjointed process means it can be slow to add and change customer attributes, and create new Data Extensions.
How does Omnata approach it?
Omnata Push lets you manage warehouse-to-app integration like any other analytical output using SQL. Push gives data teams an easy way to load modelled data for SFMC platform users, and automate the manual Data Extension steps that usually involve back-and-forth conversations about field names. It cuts out the need for a standalone middleware platform by leveraging the built-in smarts of Snowflake data platform.
How does it work?
Omnata’s portal helps you setup integrations between your source data platforms and destination applications. Unlike middleware tools, the portal doesn’t play an active role in the data flow, it simply sets up the integration to run like any other SQL code in Snowflake.
Snowflake to SFMC in 5 steps
Connect to Snowflake
Omnata only needs your credentials for the setup step, they are not permanently stored on our infrastructure, nor do we continually poll either system from the outside via API. For this reason, the architecture has a much lower third party trust requirement than ETL or Reverse ETL platforms.
Setup Salesforce Marketing Cloud
There are a few SFMC specific steps that you need to complete before you can start to Push data. The steps contain clear instructions with screenshots and links to guide you through this. Omnata Push leverages the SFMC FTP and API to automate Data Extension creation tasks.
Secure the integration
Omnata encrypts your SFMC credentials to pass securely through the function from Snowflake. Omnata doesn’t use stored credentials to query either system from the outside, a Push is from within the trust boundary of Snowflake.
Copy the Push functions to Snowflake
Push makes warehouse-to-app integration native to the data engineering and analyst workspace, Snowflake. The data platform has become central in modern organisations and Push follows this trend.
Design SQL load tasks
Once the Push functions are created the data team can design and initiate data load tasks like any other SQL in Snowflake. A Push task will receive a record level success response from SFMC to build retry logic. You can also use Snowflake’s native automation features, tasks and streams, to create logic based load tasks. For example, initiating a Push when data changes in a table.
Integrate with dbt (optional)
For dbt users, we have integrated our pre-built packages into the portal setup experience. It makes incremental updates easy and Push tasks are managed alongside the rest of your CI/CD tasks.