Last year, Gartner declared that on-premises databases are now legacy technology. Are we ready to say the same for analytics and BI?

The 2020 Marketing LUMAscape showcases more than 8,000 tools marketers can use to generate leads, drive brand awareness, and measure all their marketing efforts. But with all those tools, comes a lot of disparate and siloed data. How do you bring them all together in a consistent, reliable, and fast way to understand your ROI, determine attribution, and see which of your marketing efforts are working?

In June, Snowflake announced the public preview of the external functions feature with support for calling external APIs via AWS API Gateway. With external functions, you can easily extend your data pipelines by calling out to external services, third-party libraries, or even your own custom logic, enabling exciting new use cases. For example, you can use external functions for external tokenization, geocoding, scoring data using pre-trained machine learning models, and much more.