At this year’s Snowflake Data Cloud Summit: Data Together Now, customers and partners from around the world came together to explore the transformational power of data and Snowflake’s vision for bringing the world’s data together in the Data Cloud. Over the course of two days and 70 sessions, attendees were inspired by keynotes, learned from their peers in customer and partner sessions, and participated in hand-on labs and technical deep-dives.

Every marketer knows the old John Wanamaker quote, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” With the introduction and evolution of multi-touch attribution (MTA), the media industry has moved closer than ever to understanding the impact of each touchpoint on a customer’s behavior, from signing up for a newsletter to making a purchase.

Your data now resides in the cloud, and you’ve chosen SaaS providers that use their own products (or drink their own champagne, as I like to say). Does that mean you’re getting the full value from your data? No. Chances are high your data is still siloed. This time, the culprits are your SaaS providers who collect and store your data, thus limiting the analytics you can perform on it.