Canva accelerates product velocity and global growth with Snowflake AI Data Cloud

Canva, the Australia-based visual communication platform, is leveraging Snowflake to enhance both the user experience for its global community and drive significant growth in its B2B segment as it expands its relevance and impact across the enterprise.

By harnessing the power of Snowflake's platform, Canva is accelerating the delivery of new features, optimising its marketing and sales operations, and personalising the design journey as it continues to scale globally.

Canva exemplifies how data-driven decisions can fuel growth. The company has over 230 million monthly active users and generates over US$3 B in annualised revenue today. It has relied on Snowflake's scalable data platform to transform user insights into innovative products throughout its journey.

Source: Snowflake. Still capture from the associated customer video.

 

"As our user base expanded, so did the complexity and volume of data," said Moe Kiss, Director of Data Science at Canva.

"Snowflake has scaled with us throughout our hypergrowth, helping us make sense of increasing data volumes while keeping our systems efficient. Having a reliable data foundation has been crucial for us to understand the needs of our users and to make informed product decisions as we continue to innovate across our visual communication platform."

"Canva exemplifies how data can drive extraordinary business growth," said Erin Foxworthy, Industry Principal, Marketing and Advertising at Snowflake.

"By putting user insights at the centre of their decision-making process, they've created a platform that delights hundreds of millions while building a thriving enterprise business. We're proud that Snowflake has been the data foundation supporting their remarkable data and AI journey."

Prior to Snowflake, Canva had multiple solutions for AI, machine learning and analytics. Now with a unified data platform, Canva can build better AI products — faster — to help more users design with ease. Snowflake’s usage-based pricing model and separation of storage and compute have also changed the game for Canva, slashing costs while providing the ability to scale up and out as needed.

With Snowflake, Canva is:

- Powering expansion: Canva is leveraging Snowflake to optimise its B2B sales and marketing efforts, including lead routing, scoring, and enrichment. This data foundation has been critical as Canva has expanded from primarily serving individual creators to becoming a significant enterprise solution with its Canva Enterprise offering. Salesforce, HP Inc, and Expedia are part of their growing customer base.

- Accelerating roadmap delivery: Snowflake enables Canva to efficiently validate development at scale, speeding up the release of new features and enhancements. This approach supports Canva's ambitious product roadmap, including their recently-launched Canva Sheets, a visual-first spreadsheet. The data flowing through Snowflake from sources like Google Analytics provides crucial insights into user behaviour and preferences, directly informing Canva's product development process.

- Driving personalisation: By providing a unified view of user data, Snowflake empowers Canva to better understand individual preferences. This deep user understanding has helped inform the development of personalisation capabilities across Canva's platform, including AI-powered design style recommendations that suggest colours, fonts, and layouts based on a user’s previous behaviour and design preferences.

- Optimising marketing ROI: Canva's marketing team has seen particularly significant impact from the Snowflake implementation, with enhanced ability to measure campaign effectiveness and allocate resources more efficiently across global markets. Snowflake empowers Canva to predict customer lifetime value and optimise its marketing spend across various channels. These analytics capabilities provide the insights needed to effectively reach, engage and adjust for local markets.

Enhancing customer segmentation: Snowflake enables Canva to enrich user data, including through the use of AI and integrations with services like OpenAI, for more granular customer segmentation. This enhanced understanding helps Canva deliver more relevant and personalised experiences for its business customers.

Canva is currently testing Snowflake's Cortex Analyst among other new capabilities to further enhance its data infrastructure. These Snowflake technologies are expected to give Canva even greater ability to derive insights from their data and apply them to accelerate product development and enhance customer experience.

ROI stands for return on investment, and customer lifetime value looks beyond an individual sale at the total revenue or profit spent by a customer over the duration of their relationship with a brand.

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