Experian Expands its Range of Services in Snowflake to Help Businesses Unlock True Value Customer Data
by on 30th Sep 2026 in News
Experian, the global data and technology company, today (30th September, 2026) announces the expansion of its capabilities within Snowflake, the AI Data Cloud company, with the launch of two new Snowflake Native Apps. The services will empower organisations to improve the quality of their customer contact information and create audience segments for paid media campaigns using their own existing customer data.
Customers can natively access these capabilities within Snowflake's AI Data Cloud, helping to keep data secure and within the organisation’s control, as well as strengthen privacy and compliance protections. This includes:
- Contact data validation: Organisations can efficiently validate, standardise and enrich physical addresses, email addresses, and phone numbers directly within the Snowflake AI Data Cloud, helping improve campaign reach and customer engagement, reduce failed deliveries and communications, and strengthen the quality of data used for analytics and AI.
- Audience activate: Businesses can connect their own customer data to a range of digital identifiers required for marketing channels. With 85% digital connectivity to UK households, Audience Activate helps organisations reach more of their customers across more touch-points, improving the relevancy, efficiency, and performance of paid media campaigns.
By removing the need to transfer customer data outside their Snowflake environments, Audience Activate helps organisations reduce complexity, accelerates audience activation, while ensuring data remains protected, governed and fully under their control.
Colin Grieves, managing director, Experian marketing services UK&I, said: "Businesses want to unlock more value from their existing customer data, but when it comes to activating across paid media, there’s often a gap between the customer data they own, and their ability to turn it into actionable audiences across digital marketing channels. With Audience Activate, we're helping businesses bridge the gap in a simpler, faster, and privacy-conscious way."
"Brands can connect their customer data to channel-relevant identifiers and build and deploy audiences to advertising platforms without moving customer data outside their Snowflake environment, giving them the ability to scale digital reach, improve marketing efficiency, and deliver growth, all whilst maintaining strong data governance and control."
Andrew Abraham, global managing director, Experian data quality, said: "In today's data-driven world, businesses need confidence that the data powering their customer engagement, analytics, and AI strategies is accurate, actionable and trusted."
"Experian is constantly innovating to help businesses overcome data challenges and unlock new opportunities. We're excited to deepen our relationship with Snowflake and help organisations improve the quality of their data where it already lives, reach the right audiences, and turn trusted data into better customer and business outcomes."
The integrations are the latest between Experian and Snowflake. Earlier this year, Experian announced Aperture Data Studio’s integration with Snowflake, giving organisations the ability to profile, transform, and validate data directly within the Snowflake platform.
Experian is a sponsor of the Snowflake World Tour, taking place at ExCeL London today (September 30th). In the panel session, How to Turn Customer Data into Actionable Intelligence, Experian will discuss how businesses can unlock greater value from their data, build trust in their insights and engage customers more effectively.
A free trial of the Contact Data Validation app is available today; interested organisations are encouraged to request access. The app will be available globally via the Snowflake Marketplace later this year. Audience Activate is currently in Beta testing with a select group of customers, and will be available to UK businesses from January 2027.
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