When it comes to delivering great customer experiences, everything starts with identity data. But not just any data—you need identity intelligence: accurate, connected, and continuously updated information that tells you exactly who is who. That’s why I’m excited to announce the launch of our Snowflake Native App, now available on Snowflake Marketplace. This release enables organizations to power their analytics and AI initiatives with the most trusted identity data—directly within their Snowflake environment. In this piece, I’ll share my perspective as a Technical Product Manager on why we built it, how it works, and what it unlocks for joint users of Verato and Snowflake.
Why Identity Matters
In a world where data volumes are exploding and AI adoption is accelerating, accurately knowing who is who is the cornerstone of effective analytics, personalization, and decision-making. Yet most organizations struggle with fragmented, outdated, or duplicative identity data that limits their ability to act with confidence.
Our Snowflake Native App eliminates this bottleneck by embedding high-fidelity, continuously updated identity data directly into your Snowflake ecosystem. Already trusted by more than 100 health systems and Fortune 500 financial institutions, Verato now makes it easier than ever to synchronize and enrich identities at scale inside Snowflake.
What Is Trusted Identity Intelligence for Snowflake?
Our Snowflake Native App connects Verato MDM Cloud™—our next-generation master data management platform—with Snowflake to:
- Synchronize identity data bi-directionally
- Power downstream analytics, AI, and operations with clean and enriched identities
- Minimize engineering effort and accelerate time-to-value
- Leverage pre-built data models and enrichment to fuel 360-degree customer views in Snowflake
- Provide enterprise-grade security and automated data governance
The app combines a Streamlit-powered UI with secure Snowflake data sharing, enabling teams to easily map, configure, and validate identity data without writing custom code or managing complex pipelines.
Why Did We Build a Snowflake Native App?
We built this app to transform how organizations manage and activate identity data inside their Snowflake environments. Traditionally, organizations had to rely on a web of APIs to keep identity data synchronized between systems. That approach is time-consuming, error-prone, and doesn’t scale.
By embedding identity resolution natively into Snowflake, we’ve eliminated that friction. Now, customers can:
- Automate the synchronization of identity crosswalks without custom integration work
- Access Verato LinkIDs in near real-time, reducing data drift and duplication
- Maintain a single source of truth for identity, improving the reliability of analytics and AI
- Drastically reduce implementation time and ongoing maintenance, accelerating their ROI
- Comply with stringent enterprise security and governance standards through the Snowflake platform
This native approach ensures your analytics and AI pipelines are always working with the most accurate, enriched, and up-to-date identity data—without extra overhead.
Under the Hood: How It Works
UI Components
- Getting Started: Step-by-step instructions to configure access, grants, and roles
- Mapping Configuration: Flexible column-level mapping, including support for derived columns (no UDFs required)
- Schedule: Set table refresh intervals (anywhere from 0 to 1440 minutes)
- Validation History: Review previous configurations and data loads for transparency and troubleshooting
Snowflake Secure Data Sharing
- Uses Snowflake Private Listings to securely exchange data between Verato and the customer
- Verato’s Connect Engine processes the shared data and returns enriched results directly into the customer’s Snowflake account
Fast, Flexible Setup
After a ‘Get’ by-request is made directly from the Snowflake Marketplace, Verato will follow up and coordinate provisioning of the Native App available via private listing. The setup is fast:
- Download the app
- Assign necessary roles and warehouse grants
- Initialize the application
- Create data share objects and assign permissions
- Grant access to the appropriate database and enable change tracking
- Use the app’s UI to map and manage identity data
We’ve also published full setup scripts and documentation to guide you through the process.
Built for Scale: Design Preview
In this initial release, the app supports:
- Mapping from derived source tables that consolidate all identity attributes into a single, clean table
- Verato parsing functions to extract structured identity components such as first name, last name, middle name, and suffix
- Mapping across multiple source tables that includes access to several data classifications and provides insights to answer the following questions:
- Crosswalk Current – Provides the current LinkID – Record association to provide a ”true up” between Verato and customer systems.
- What is the current LinkID for my record?
- Crosswalk Historical – Provides the current LinkID-Record association + historical associations. This provides a ”true up” between Verato and customer systems as well as provides history of associations.
- What is the current Link ID for my record?
- What is the historical LinkID for my record?
- Notifications – Allows customers to also consume notifications directly via snowflake.
- How many overlays occurred in the last x time period?
- How many merges/unmerges occurred in the last x time period?
- How many links/unlinks occurred in the last x time period?
- Demographics – Provides select Demographics stored in Verato for a customer.
- What are the demographics associated with a record or identity?
- Task Information – Provides information on the tasks created by Verato.
- How many tasks exists in my MDM?
- How many tasks for each type exist in my MDM?
- What is the Average task score in the MDM?
- What data steward has the most task assigned to them?
- Consumer Data (Match Tier and Households) – Provides additional details based on the Verato Consumer offering.
- Which identities are part of a household?
- What demographics are associated with the household (requires demographic package)?
- What are the match tiers for my identities?
- Analytics Summaries – Provides quick summary of precomputed flags for analytics purposes.
- How many of my records are duplicates, singletons, cross-source linked?
- How many of my records are linked to a Reference Identity?
- How many of my identities are duplicates, singletons, cross-source linked?
- How many of my identities are linked to a Reference Identity?
- What is my identity composition?
- How many sources per identity?
- What is the data quality of my records/ identities?
- Enrich – Data Share view for the Verato Enrich Outreach Offering.
- What is my potential target addressable (via email, phone, direct mail) population to serve?
- Crosswalk Current – Provides the current LinkID – Record association to provide a ”true up” between Verato and customer systems.
Coming soon, we’ll expand capabilities to support:
- Additional validation tools, reporting enhancements, and greater transformation flexibility
This architecture is designed to scale with you—whether you’re managing millions of records or evolving your identity model over time.
A Trusted Identity Foundation for AI
Once your identity data is mapped, validated, and flowing seamlessly into Snowflake, the next question becomes: What can you do with it? For many organizations, the answer lies in artificial intelligence.
Whether you’re training machine learning models, deploying predictive analytics, or using Snowflake Cortex AI, the quality of your outputs depends on the quality of your inputs. And nothing pollutes models faster than inaccurate or fragmented identity data.
With Trusted Identity Intelligence for Snowflake, you can:
- Deliver clean, trusted, enriched identity data to every data product
- Build complete and accurate Customer 360 views
- Fuel your AI/ML models with high-integrity inputs, improving performance and outcomes
Conclusion: The Future of Identity Intelligence Is Native
With our Snowflake Native App, we’re bringing the full power of Verato identity resolution directly to Snowflake. This means faster integration, lower complexity, and higher trust in the insights your organization generates.
Whether you’re a healthcare organization looking to unify patient records, a financial services firm building personalized customer experiences, or a data team enabling AI across the enterprise—identity is the foundation. And now, with our Snowflake Native App, that foundation is native, secure, and built to scale.
Learn more at verato.com, or contact your Verato account team to get started today.
