Unlocking complete customer intelligence with Snowflake and Braze

TL;DR

Braze has been named Snowflake's 2026 APJ Product Growth Partner of the Year, reflecting the way that Braze and Snowflake help brands to interpret and take action on insights from the data at their disposal. This partnership, forged over a number of years, has unlocked real-time visibility into customer behavior, engagement metrics, retention patterns, and funnel outcomes, allowing marketers to take swifter, more effective action.

Key takeaways

• Braze has been named Snowflake's 2026 APJ Product Growth Partner of the Year
• Snowflake Secure Data Sharing (SDS) and Cloud Data Ingestion (CDI) connect Braze data directly with Snowflake, completing a zero-copy, bi-directional flow of data between the two platforms.
• Braze is introducing user profile streaming for Snowflake, allowing brands to stream comprehensive customer context directly to your Snowflake instance in real time, so you can achieve a complete 360-degree customer view

To serve their customers effectively, marketers need easy, real-time, and user friendly access to their data. That requires an effective connection between their customer engagement solution and their data source of truth.

Accordingly, we’re honored to announce that Braze has been named Snowflake's 2026 APJ Product Growth Partner of the Year. This recognition from Snowflake, a data warehouse leader that brands trust as the source of truth for their business data strategy, reflects something we've believed for years: The strongest customer engagement comes when marketers have real-time, frictionless access to their complete customer context.

By combining Braze and Snowflake, brands can unlock exceptional, measurable results for their customer engagement initiative. Papa Johns UK, for example, drove a 180% uplift in YoY SMS revenue by storing customer data in Snowflake and streaming it into Braze to power custom local marketing hubs, enabling franchisees to access customer insights and run targeted SMS campaigns without storing data in Braze.

"Braze has been a fantastic tool for us to be able to communicate our best deals to our customers. The interface is very easy to use and campaigns can be set up within minutes. It also allows us to segment different customers so we can target them according to their favourite products and order frequency. And we can easily analyse each campaign to see how it performed."

Pav Bal

Marketing Director, BB Group (Papa Johns UK Franchisee), Papa Johns UK

Warehouse-native customer engagement

Marketers need instant, frictionless access to the complete, holistic context associated with each customer, and brands are working fast to achieve this by simplifying tech stacks and cutting operational overhead. As part of that change, the industry is shifting to warehouse-native architectures. While standalone customer data platforms (CDPs) can bring value in niche use cases, they often create complexity, acting as an expensive consolidation layer that results in duplicate data storage, multiple syncs, and engineering teams stuck maintaining multiple pipelines. This is sometimes called the middleware tax.

Warehouse-native customer engagement is the path to moving faster. Your cloud data warehouse, like Snowflake, is your single source of truth—the data engine—and the Braze Data Platform is the real-time engagement layer that sits directly on top. This architecture allows you to leverage your existing investment to instantly build unified customer profiles, dynamic segments, and personalized, cross-channel campaigns at scale.

The evolution of the Snowflake and Braze partnership

From the beginning, our partnership with Snowflake has been about one thing: Giving marketers instant access to the data that matters most in order to help them deliver absolutely engaging experiences.

With Cloud Data Ingestion, brands can directly connect, sync, and delete user data (e.g. user attributes, events, purchases) and Catalog data from their Snowflake instance to Braze. Additionally, CDI Segments and zero-copy triggers allow brands to access their Snowflake data and trigger experiences in Braze, all without copying it over.

When it comes to connecting data within Braze with Snowflake, Snowflake Secure Data Sharing (SDS), unlocks real-time visibility into customer behavior, engagement metrics, retention patterns, and funnel outcomes. This powerful tool connects Braze data directly with Snowflake, completing a zero-copy, bi-directional flow of data between the two platforms.

Introducing user profile streaming for Snowflake

While engagement data tells the what behind the story, it can miss the who. User profile streaming fills the data gap and by streaming comprehensive customer context directly to Snowflake in real time, so you can achieve a complete 360-degree customer view. Your warehouse becomes the single, complete source of truth: Behavior plus identity, all in one place.

This capability empowers you to:

• Eliminate data gaps: Keep your source of truth populated with the comprehensive "who" to complement the "what" by automatically synching standard and custom user data.
• Support real-time BI accuracy: Leverage the most up-to-date user context to build dashboards and analytics models for cross-functional business units in Snowflake.
• Minimize manual overhead: Alleviate the burden on engineering resources by replacing complex, manual ETL processes with a direct, automated stream.

At Braze, we’re clear on the role we play. Snowflake is the data engine—the source of truth where your entire data strategy converges. Braze, on the other hand, is the engagement execution layer. Our job is to make sure marketing teams can instantly access, activate, and measure the impact of that data without friction or delay. And the rich insights collected during the engagement are readily available in Snowflake to bring context to your proprietary data sets.

2026 APJ Product Growth Partner of the Year

We want to thank the Snowflake team for recognizing Braze as Snowflake's 2026 Asia-Pacific & Japan (APJ) Product Growth Partner of the Year. This award reflects not just the partnership between our two companies, but a shared commitment to serving customers with the tools they need to deliver exceptional engagement at scale. With the support of our incredible partner network, we're excited to continue executing on this vision and delivering value to our customers.

We're also pleased to announce that Braze has been granted Snowflake industry competencies for retail, media and entertainment, and financial services. This recognition highlights our ongoing commitment to driving innovation and value in key industries alongside Snowflake.

The future of customer engagement is warehouse-native, governed, and real time—and it's built on platforms like Braze and Snowflake that understand a core truth: Namely, your data is your competitive advantage. Marketing should activate data, not compete with it.

Learn more about how Braze and Snowflake help brands to interpret and take action on insights from the data at their disposal.