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How a global CPG leader leveraged Claravine’s Data Standards and Snowflake’s Data Sharing to transform marketing analytics.

In 2023, a global consumer packaged goods (CPG) brand faced a significant challenge: with operations in over 200 countries, 20,000+ campaigns annually, and numerous agency partnerships, their marketing data was fragmented and inconsistent. Regional teams and agencies relying on different taxonomies led to reporting gaps and misaligned data.

To unlock the true value of its marketing data, the company first focused on standardizing its metadata by implementing Claravine’s Data Standards Cloud in partnership with its lead agency. This established a centralized taxonomy framework that enabled near-total global data harmony and taxonomy compliance. 

While achieving high taxonomy compliance was a crucial first step, the company needed to capitalize on this foundation by solving several key challenges:

1. Connecting metadata with performance data: How to seamlessly join the structured metadata from Claravine with actual performance metrics
2. Enabling global access without compromising security: How to make these joined datasets available across regions and teams while maintaining strict data security requirements
3. Creating a master measurement suite for self-service reporting: How to own comprehensive reporting and empower internal teams with direct access to marketing insights

Without addressing these challenges, the valuable standardized metadata would remain disconnected from performance data — limiting the brand’s ability to derive meaningful insights and make data-driven decisions.

The brand was already using Snowflake’s cloud data warehouse to ingest and store marketing data. By integrating additional metadata from Claravine and leveraging Snowflake’s Data Sharing capabilities, they could make their standardized data actionable and accessible organization-wide.

The integration between Claravine and Snowflake’s zero-ETL data sharing eliminated the need to create and maintain multiple copies of data — a practice that typically leads to inconsistencies, security vulnerabilities, and higher costs. Instead, Snowflake’s capabilities allowed the brand to:

• Provide teams worldwide access to a single managed copy of data
• Maintain strict governance and control
• Ensure all teams work with the same source of truth

This architecture eliminates the disconnects that previously existed between planning, execution, and measurement, creating a closed loop where learnings can be quickly applied to future campaigns.

This approach transformed how the large CPG brand managed its marketing insights. Prior to implementation, the company had to rely on stitching together various reports and analyses manually compiled by various agency partners. Now, with standardized metadata seamlessly joined with performance data and surfaced through Snowflake’s data sharing capabilities, allowed the brand to gain ownership of all marketing data and transparency into performance.

That includes:

• Global reporting is accessible to any team from a single source
• Clear visibility into audience data sources (such as first-party vs. third-party)
• Enhanced measurement of media efficiency
• Improved management of Retail Media Network data

By bringing all campaign and marketing data ownership in-house through Claravine and Snowflake, the company has shifted from retrospective reporting to proactive analysis. The implementation enables them to ingest raw logs where possible, providing invaluable granularity in understanding campaign performance. Now, executives can easily surface and share deep insights with their internal teams and agency partners to level up marketing strategies and optimize results. 

The near-perfect taxonomy compliance achieved through Claravine directly enabled this global reporting capability. Without standardized campaign metadata, the data shared through Snowflake would have remained disconnected and inconsistent, making unified global analysis impossible.

This major CPG brand’s journey illustrates the power of combining data standards with effective data sharing. By first establishing consistent taxonomy and metadata practices, then implementing secure storage and sharing capabilities, they’ve created a foundation for sophisticated marketing analytics that delivers actionable insights to teams worldwide.

For enterprise marketers facing similar challenges this approach offers a valuable roadmap: start with standardization, build a secure data foundation, then expand capabilities across the marketing ecosystem. The result: a fundamental shift in how data informs strategy and drives performance.