Snowflake Audience Discovery

Audiences Inside Snowflake in Minutes

Tealium Audience Discovery is a Snowflake Native App that lets marketing and data teams build, govern, and refresh audiences inside your own Snowflake account.

Get a Demo Get the App on Snowflake Marketplace

What It Is

A Snowflake Native App, Pre-Wired to Tealium

Tealium Audience Discovery is available from Snowflake Marketplace as a native app. It runs inside your own Snowflake account, on your roles, your compute, and your governance.

Marketers and data teams build audiences three ways: point-and-click filters, SQL with an AI assistant, or natural language through Snowflake Cortex.

Tealium reads the result through a secure view and activates it across every channel and destination you already run.

One App. Three Ways to Build.

Every mode produces the same audience metadata. The next person who opens it can edit in whichever mode they prefer.

Point and Click

Visual filter builder for marketers and audience strategists. Pick a database, schema, and table, then stack filter blocks with VAL or COL conditions and AND or OR logic.

SQL With AI Assist

Advanced SQL editor for analysts. The AI Query Assistant turns plain prompts into SQL. AI Syntax Check validates queries before they run.

Natural Language With Cortex

Describe the audience in plain English. Snowflake Cortex Analyst generates the SQL against a semantic view of your customer data, then loads it into the app.

What Makes It Different

Build Where Your Data Already Lives.

Audience logic runs natively inside Snowflake. Source data is never copied, exported, or sent out of your account.

Validate Before You Activate.

Live row counts, value histograms, dataset previews, and refresh history show audience size and shape before a single campaign goes live.

Hand It to Tealium for Every Activation Pattern.

Audiences flow into Tealium through a secure Snowflake view and activate across 1,300+ destinations, in the moment, on a trigger, or on a schedule.

Stay Governed by Your Data Team.

Snowflake roles, audit logs, refresh schedules, and a dedicated compute pool keep self-service inside the boundaries your data team already defined.

Replace the CSV Workflow, Not the Warehouse.

No new storage, no new pipelines, and no second source of truth. Snowflake stays the brain. Tealium runs every activation pattern on top.

From Snowflake install to live activation, in five steps.(1)

Built Inside Snowflake, Read by Tealium

Distribution

Snowflake Native App, installed from Snowflake Marketplace.

Where Audiences Live

Inside the customer's Snowflake account as a table plus a `USERS_EXTERNAL` secure view.

Governance

Snowflake roles, audit logs, and a dedicated compute pool the admin provisions. No public unauthenticated endpoints. No external network calls by default.

Audience Refresh

One-time, hourly, daily, weekly, or custom. Initial run loads all matching records. Subsequent runs load incremental changes using system-managed control columns.

Deactivation

Audience deactivation returns zero rows from the secure view automatically.

AI Assistance

Snowflake Cortex Analyst for natural-language audience definition. AI Query Assistant and AI Syntax Check inside the SQL editor.

What You Get, Role by Role

Marketing

Ship Audiences in Hours, Not Weeks

Describe the audience in plain language, point-and-click on warehouse tables, or hand the brief to your analyst.

The audience is ready before the campaign window closes, validated with live previews so you ship segments that are the right size and shape.

Data & Analytics

Self-Service for Marketing. Control for You.

Audiences are built and stored inside your Snowflake account, on your roles and your compute. Refresh schedules, queries, and audit logs stay where you can see them.

The CSV factory closes. The backlog shrinks. Nothing moves out of the warehouse.

"Using applications natively in Snowflake can be transformative for organizations looking to activate their data in real time. With Tealium's Audience Discovery for Snowflake, customers gain greater flexibility to create, manage, and operationalize audiences directly within their Snowflake environment, while maintaining their security and governance controls."

- Luke Ambrosetti, Industry Principal, AI Solutions, Marketing, Snowflake

Why Teams Pick This Over a Reverse-ETL Tool or a Custom Build

Cover Both Halves of Activation in One Bill.

Reverse-ETL tools route an audience into a destination and stop there. Tealium runs reverse-ETL plus real-time CDP on the same connector network, so one audience supports batch and in-the-moment use cases without buying or stitching a second tool.

Retire the Internal-Build Backlog.

Companies that tried building a warehouse-native audience tool in-house found themselves maintaining it instead of using it. This is a supported product that drops into the same governance model.

Three Builders, One App.

No other native Snowflake app puts point-and-click, AI-assisted SQL, and Cortex natural-language on the same canvas with the same audience artifact at the end.

Zero Egress by Default.

Audience data is created and stored inside the customer's Snowflake account. Tealium reads through a secure view, governed by Snowflake roles, with deactivation respected automatically.

Common Questions

How is this different from Tealium CDP?

Tealium CDP unifies and activates customer profiles in real time across web, mobile, ads, and other channels. This app builds the audience itself inside Snowflake. They complement each other.

Does this replace Tealium's reverse-ETL or cloud activation capability?

No. It feeds it. Tealium already runs reverse-ETL and warehouse-native cloud activation on the same connector network. This app is the warehouse-resident segment builder for those who want to work directly in Snowflake.

Do audiences refresh in real time?

Audiences refresh on the schedule you set: one-time, hourly, daily, weekly, or custom cron. Activation through Tealium can be real-time, triggered, or scheduled depending on the use case.

What does my data team have to change?

Provision a Snowflake compute pool and warehouse for the app, grant read access to source tables, and pick the roles allowed to use it.

Do I need to be a Tealium customer to install the app?

The app installs and runs inside Snowflake on its own. Activation through Tealium requires a Tealium account.

How does this work with Tealium Cloud Activations?

This app builds the audience inside Snowflake. Cloud Activations connects that audience to 1,300+ channels and exposes warehouse-backed context through a low-latency API for real-time experiences.

Get a Demo

See Audience Discovery for Snowflake With Your Own Data

Walk through a live audience build inside Snowflake, then watch it activate through Tealium across the channels you already use.