How Canva uses Snowflake as a CDP for audience segmentation (with Census, Fivetran, and dbt)

Canva's visual communication platform has changed the way people design, with over 100 million monthly users, $1 billion annual revenue, and 200 designs created per second.

The key to their success? A strong foundation of customer data that drives personalized marketing at scale. Canva built a Composable CDP with these best-of-breed tools to empower marketing operations:

Snowflake Data Cloud - Customer 360 and analytics
Census - Data activation, Reverse ETL, and audience segmentation
Fivetran - Data ingestion and integration
dbt - Data transformation and identity resolution

In this live session with Matthew Castino, Lifecycle Data Lead, we explored how Canva leverages their first-party customer data, segments audiences on the warehouse, and activates data in marketing tools. ✨

We discussed:

How Canva built a source of truth for all their customer data
Why a "composable" or "unbundled" CDP (Customer Data Platform) beats traditional CDPs
Best practices from Canva’s journey to experiment faster across marketing channels