So Hightouch and Narrative are teaming up. And it’s actually interesting. The pitch is: you don’t have to let some vendor lock your customer data away anymore.
You can build your own identity graph, inside Snowflake, using your first-party data and a bunch of third-party sources. Sounds simple, but nobody has really done it like this before.
Tim Mahlman from Narrative says it straight: “The enterprise identity market has been broken by vendors who want to own your data and limit how you use it. We built Composable Identity because enterprises should control their identity graphs in their own infrastructure.” And honestly, that hits.
Kashish Gupta from Hightouch says it’s about real power: “Enterprises own their data, control their identity graph, and can activate audiences how they choose while keeping governance tight.” That part feels like freedom. Not the fake freedom of dashboards and metrics, but actual control.
And for the people on the other side, i.e., the users, this could actually mean something. More relevant messaging, less spam, fewer random ads showing up everywhere. This is personalization that doesn’t feel like you’re being tracked into oblivion.
It’s still early, and there are a million ways this could go wrong, but this is the kind of move that makes you wonder why no one did it sooner. Composable, cloud-native identity graphs might just be the future of data consolidation.
But what does this actually give the companies using it? Well, first, they can take their own data from over 30 third-party sources, such as credit card tokens, demographics, and whatever the organization needs, and build a graph that actually makes sense for their business. Not some generic, one-size-fits-all identity that some vendor decided for them.
Once that graph exists, it doesn’t just sit there. They can push it across 250 plus channels, email, web, mobile, paid media, all the places where reaching the right person matters. Suddenly, campaigns aren’t shots in the dark anymore. They are precise, relevant, and intentional.
And privacy, compliance, those aren’t afterthoughts here. Snowflake’s infrastructure plus Narrative’s automated controls mean governance is built in. Companies can use the data without feeling like they are walking a regulatory tightrope.
Finally, it is flexible. Swap out providers and tweak the graph, if needed, and adjust as the business changes. No need to tear everything down and start from zero. It is composable, adaptable, and made to move as fast as the business does.
