Tunnl Blog

Finding Your Next Best Customers: The Lookalike Revolution with Tunnl and Snowflake Every business thrives on growth, and at the heart of growth is finding not just new customers – but the right customers. The ones who will engage, convert, and become loyal advocates. At Tunnl, we know that data holds the key to identifying these ideal prospects. Unlocking that potential means moving beyond traditional methods. The challenge isn't a lack of data; it's about effectively using your the data you already have, your first-party data, to discover new, similar audiences without compromising security or efficiency. Many businesses grapple with fragmented workflows, data silos, and the operational overhead of moving sensitive information between systems. Tunnl will built to close those gaps and create a single source of truth across the organization. Why is finding new, high-quality audiences traditionally so difficult? Operational Inefficiencies: Manual audience onboarding and activation processes are slow and error-prone. Data Security Concerns: Moving sensitive customer data outside secure environments like Snowflake increases risk. Slow Time-to-Market: Fragmented data workflows delay campaign launches and impactful insights. Surface-Level Targeting: Relying on broad demographic segments often misses nuanced similarities between your best customers and potential new ones, leading to wasted ad spend. Scaling Challenges: Manually identifying patterns and building new audience segments is time-consuming and doesn't scale effectively across channels. Expand Your Reach with the Tunnl Lookalike Modeling App on Snowflake Tunnl is revolutionizing the way organizations engage with their audiences. We’re leveraging AI to deliver data-driven insights that seamlessly integrate research, targeting, and measurement. Now, the Tunnl Lookalike Modeling App, available as a Snowflake Native App in the Snowflake Marketplace, makes finding your next best customers precise, scalable, and deeply integrated into your existing data infrastructure. This is the first native lookalike modeling application that fully automates audience expansion and targeting within the Snowflake ecosystem. Seamless Integration, Powerful Results: The Tunnl Snowflake Native App Advantage The Tunnl Lookalike Modeling App runs entirely within your Snowflake account, leveraging the power and security of Snowflake’s AI Data Cloud. This means: Complete Data Control and Protection: Your data never leaves your Snowflake environment. Tunnl’s App operates where your data resides, eliminating the need for data movement or external API integrations. Eliminate Data Silos: Maintain a single source of truth across your enterprise by leveraging your existing Snowflake data. Accelerated Time to Audience Activation: Reduce audience activation time keeping the output in the same environment as your original data. Go from insight to action faster than ever before. Reduced Operational Overhead: Say goodbye to complex data transfers and third-party integrations. Tunnl’s App provides seamless, in-account audience access, modeling, and activation. Enhanced Security and Governance: Benefit from Snowflake's robust security features while ensuring your audience modeling practices are privacy-conscious. Precision Targeting at Scale: Our AI-powered engine vectorizes key customer attributes (like name and zip code) and uses advanced similarity algorithms to identify nuanced patterns, finding truly similar prospects at scale. Unlock the Full Potential of Snowflake’s AI Data Cloud: Make your customer data interoperable and connectable, accelerating analytics and insights for smarter audience building. How It Works: AI-Powered Targeting, Natively in Snowflake The Tunnl Lookalike Modeling App is installed directly into your Snowflake account from the Snowflake Marketplace. It provides sophisticated stored procedures that: Securely access your specified customer table within your Snowflake instance. Vectorize these entries using Tunnl’s proprietary AI models, creating a rich representation of your best customers. Apply efficient distance algorithms to compare these vectors against a vast universe of anonymized profiles. Output a highly relevant lookalike audience directly within Snowflake, ready for immediate analysis and activation across your channels. The Future of Audience Expansion is Here The Tunnl Lookalike Modeling App enables marketers, data scientists, and media planners to securely model new lookalike audience segments directly within Snowflake, accelerating audience targeting and campaign performance. This approach transforms your existing customer data into a powerful acquisition engine. By combining Tunnl's AI-powered audience intelligence with the security and scalability of Snowflake’s AI Data Cloud, you can: Dramatically improve campaign ROI with precise, scalable audience targeting. Reduce customer acquisition costs (major brands have seen reductions of up to 70%). Simplify audience onboarding workflows and reduce operational complexity. Make smarter, faster decisions at every step of your marketing workflow. The future of connected data and audience building is cloud-first and AI-driven. Maximize your investment in the cloud, reduce data movement, and generate patient insights faster by leveraging the Tunnl Lookalike Modeling App on Snowflake. Ready to find your next best customer? Explore the Tunnl Lookalike Modeling App on the Snowflake Marketplace today.

Audience intelligence separates the greats from the guessing. And there’s no room for guessing in the hyper-sensitive, potentially inflammatory worlds of issue-based advertising and cause and purpose-driven marketing. Your reputation is on the line, and so is the cause you’re advocating for, so you need to know your audience thoroughly and constantly.

Marketers have dollar signs in their eyes for 2024. 53% of business leaders are increasing their digital marketing budgets. Ad revenue in the U.S. is expected to rise 4.3% in 2024. And if you include political ads, ad revenue increases all the way up to 8.1%, with issue-based ad spending at a double-digital increase compared to the last presidential election year.

You may have watched Meet the Press on Sunday. You’d be among anywhere from 2 to 4 million other viewers between the ages of 25 to 54 enjoying the longest-running, top-rated NBC interview news program.

You know those kitchen gadgets that your grandma keeps giving you for Christmas that only assist in one obscure culinary task like making quesadillas or pressing paninis? They do the job they’re built for, but stepping outside of that singular specialty is always an experimental gamble with a potentially poor payoff. In a saturated audience intelligence market, many of your options are like that. They specialize in one sector but don’t offer much benefit to audience-based buyers in other spaces. Nobody likes a one-trick pony, there isn’t space in your tech stack for a single-purpose tool, and you definitely don’t want to use the wrong audience insights to target your campaigns. But don’t be so quick to judge. Tunnl’s founders have successful pasts in politics as campaign strategists and data scientists, but they’ve also applied their microtargeting expertise to corporate marketing strategy, issue advocacy campaigns, and agency roles. They’ve built the Tunnl platform and the audiences it hosts to serve every advertiser and agency to reach accurate, issue-based audiences that move the needle on their message. Still think Tunnl audiences are only for politicians and public affairs? We have ten examples of campaigns that prove otherwise.

Have you ever ordered something new off the menu, just to be wildly disappointed with what the waiter brings out? After all that anticipation, you’ve got a bad taste in your mouth and shattered expectations. You’ve wasted your money. Your rare night out is a wash. And you’re still hungry. Ineffective ads conjure the same empty disappointment. Budget gone. Time lost. Goals still unmet. In the decades Tunnl’s team has collectively spent developing and analyzing cutting-edge microtargeting techniques for advertisers in public affairs, issue advocacy, and brand marketing, we’ve identified one single ingredient that’s critical to planning a satisfying ad campaign: audience intelligence. We’ll define what audience intelligence is, why it matters, and how you can access audience intelligence to start improving your campaign results fast.