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Vistaprint has selected Fivetran to power modern data activation and AI-ready customer experiences, enabling secure, automated pipelines that move governed first-party data from core systems into Snowflake and activate it via reverse ETL across marketing and engagement tools.
Vistaprint, the design and marketing partner serving millions of small businesses, has chosen Fivetran, the global leader in automated data movement, to advance its data activation strategy and support AI-enhanced customer interactions. By leveraging Fivetran’s secure, automated pipelines and reverse ETL capabilities, Vistaprint connects governed first-party data from core systems into Snowflake and activates it directly into the marketing, advertising, and customer engagement tools used daily by its teams.
This approach empowers Vistaprint to deliver more precise personalization, optimize marketing performance, and streamline operations while maintaining data trust and governance across the organization.
As part of a multi-year modernization initiative, Vistaprint transitioned from on-premises infrastructure to a cloud-first environment built on AWS and Snowflake. The company has also embraced a data mesh model, treating data as a shared, trusted resource accessible to teams across the business. Fivetran plays a central role by automating the ingestion of data into Snowflake and enabling reverse ETL to push enriched, governed datasets back into operational platforms.
In paid advertising channels, reverse ETL enriches platforms such as Google and Meta with accurate first-party customer data. This enhances targeting precision in programmatic campaigns, improves return on ad spend, and decreases dependency on less reliable third-party signals.
Reverse ETL is equally vital in Vistaprint’s owned-channel strategy, supporting rigorous audience testing and campaign optimization. Integrated with tools like Statsig for experimentation, Iterable for engagement, and Contentful for content management, the solution ensures consistent definition and synchronization of control and test groups. This creates a single source of truth for audience eligibility, enabling reliable measurement of performance uplift across omnichannel efforts and more trustworthy experimentation outcomes.
“Our marketing teams need fast access to trusted data in the platforms where campaigns are planned, launched, and optimized,” said Drew Forster, Director of Marketing Optimization at Vistaprint. “Fivetran makes that possible by activating data directly into our marketing and customer engagement tools. It has changed how quickly we can personalize campaigns, test new ideas, and support the AI initiatives we’re investing in. We’re moving faster and making decisions with more confidence because the data is always there when we need it.”
As Vistaprint expands its application of AI to improve product recommendations, enhance design processes, and create more tailored customer experiences, success depends on consistent, high-quality data reaching operational systems in real time. Fivetran’s continuous, governed data movement and activation via reverse ETL ensure teams have reliable information directly within their decision-making environments, fueling confident AI adoption and innovation.
“Vistaprint’s business is built on helping small businesses look professional and connect with customers, and data is central to that mission,” said George Fraser, CEO of Fivetran. “By using Fivetran to activate trusted first-party data across both paid and owned channels, Vistaprint can move faster, personalize experiences more effectively, and support AI-driven initiatives with confidence. We’re proud to support their evolution into a modern, data-driven organization.”
About Fivetran
Fivetran provides the trusted data foundation for the AI era, unifying data movement, transformation, and activation to power analytics and innovation. Leading enterprises around the globe, including OpenAI, LVMH, Pfizer, and Verizon, depend on Fivetran to make data reliable, interoperable, and ready for intelligence across every cloud and system.
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