How GLD Went From Month-End Reports to Next-Day Answers With Attentive and Snowflake

The gap most marketers know too well

Before the integration, Simone Rodriguez, who runs GLD's SMS and email program day to day, could only see performance at the campaign and journey level. Getting anything more specific meant waiting on Stephanie Boyd, GLD's Director of BI, to pull weekly exports from Attentive and hand-combine them with attribution data in Excel. It worked, but it was slow, and it topped out at high-level totals—not the kind of detail a marketer needs to make a call in the moment.

To get new subscriber activation rates, Stephanie exported a CSV from Attentive and spent a couple of hours cleaning—a process that produced a monthly number and nothing more granular. When the team changed a signup unit or tested a promo, it waited until month-end to learn whether the change worked.

That workflow ate a full day of Simone's week, every week. The cost wasn't just time. It was momentum — the same intelligence gap the Modern Marketing Data Stack report calls the defining challenge for ecommerce teams: data is abundant, but the architecture to act on it in real time is not. 

Closing the gap: what changed for marketing, not just data

With Attentive data in Snowflake, GLD's marketing team can now answer its own questions—and see things it couldn't measure before, including how a campaign continues to influence purchases long after the week it launches.

For Simone, that means no longer waiting for a monthly reporting cycle to understand what's working. She now has daily, weekly, and monthly performance dashboards she can use herself, with revenue visible down to the individual message. When the team changes a signup unit or tests a new promo, it can see the impact the next day instead of waiting until month-end.

Behind that visibility, Attentive shares SMS and email send data directly into GLD's Snowflake environment through a native data share. Stephanie connected that messaging data with GLD's attribution tool to build a UTM-level reporting model inside Snowflake, giving the team a more complete view of attribution while eliminating the manual exports that used to take hours.

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That reporting also revealed something GLD had never been able to measure before: when messages actually influence purchases.

A message might go out Sunday night and drive some purchases Monday morning. But other customers may leave it sitting in their inbox, then come back and click a week or two later. GLD can now see that roughly 40% of a given week's sales are driven by messages sent that same week, while a meaningful share comes from campaigns and journeys sent earlier.

Instead of evaluating every message only by what happens immediately after it sends, marketing can see how its influence carries forward over time. That gives the team a different way to think about campaign timing, lifecycle messaging, and long-term customer engagement.

"This integration is giving us the ability to make decisions based on the way we look at our business."

— Simone Rodriguez, Director of Retention, GLD

The payoff: SMS and email finally speak the same language as the rest of the business

The biggest change wasn’t simply getting a better dashboard.

It was giving marketing a common language with the rest of the business.

By measuring SMS, email, and paid media using the same attribution framework, marketing could finally show its impact using metrics leadership already trusted.

That visibility also surfaced something Simone calls the "SMS flywheel." Campaigns weren't just driving immediate purchases—they were influencing downstream journey performance the team could never measure when each program was reported separately.

Today:

• Reporting takes minutes instead of most of a day.
• Marketing reviews performance daily instead of waiting for weekly reporting.
• SMS and email are evaluated alongside paid media instead of separately.
• Leadership and marketing make decisions using the same trusted attribution model.

"Before, we were just reading campaigns and journeys in isolation. Now we can see that customers take action because we've sent certain campaigns—that relationship is visible in a way it wasn't a year ago."

— Simone Rodriguez, Director of Retention, GLD

Advice for marketers starting the same journey

GLD's advice is simple:

• Start with the business questions you want answered—not the technology.
• Bring marketing and data teams together early.
• Expect to iterate as your reporting evolves.
• Don't wait for a perfect system before solving your biggest unanswered question.

What's next

The impact extends beyond marketing.

For GLD leadership, the Attentive and Snowflake integration has become part of a broader strategy to bring customer, transaction, product, and marketing data together in one place.

That work creates more than better reporting. It creates better decisions.

Looking ahead, GLD plans to keep expanding its unified data foundation so Snowflake Cortex AI agents can flag send-time anomalies and generate campaign performance summaries on their own. Rather than replacing marketers, AI becomes another tool for acting faster on customer behavior the team already understands.

That's echoed by Simone and Stephanie's own long-term view: GLD is prioritizing connecting its remaining data sources so it can build Snowflake Cortex agents on top, with Sigma as a more accessible interface for the team using it day to day.

"A year from now, I think we're going to be doing some of the coolest stuff in retail data and AI."

— Simone Rodriguez, Director of Retention, GLD

To learn more about the Attentive and Snowflake integration, visit attentive.com/partners/snowflake.