As brands accelerate toward AI-driven personalization and real-time customer engagement, reliable data activation has become a strategic requirement rather than a back-end concern. This shift is especially critical for companies serving millions of customers at scale. In this context, Fivetran selected by Vistaprint marks an important milestone in how modern marketing organizations operationalize first-party data across their ecosystems.
Fivetran announced that Vistaprint has chosen its platform to support a broader transformation toward AI-ready, data-driven customer experiences. Vistaprint, which serves millions of small businesses globally, is using Fivetran to automate secure data pipelines and activate governed data directly inside the tools its teams rely on every day.
Vistaprint’s business depends heavily on data to personalize experiences, optimize marketing performance, and streamline internal operations. Over the past several years, the company has undertaken a multi-year modernization initiative, moving away from on-premises infrastructure toward a cloud-first architecture. As part of this evolution, Vistaprint adopted a data mesh strategy that treats data as a shared, trusted resource across teams rather than siloed assets locked inside individual systems.
At the center of this strategy is Fivetran’s automated data movement into Snowflake, combined with reverse ETL to push governed first-party data back into operational and marketing platforms. This bidirectional approach allows Vistaprint to both analyze and activate data at scale, ensuring consistency from analytics through execution.
“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.”
In paid media, reverse ETL enables Vistaprint to enrich platforms such as Google and Meta with high-quality first-party data. This improves targeting precision and return on ad spend while reducing dependence on third-party signals that are becoming less reliable. Marketing teams can now activate audience segments directly from Snowflake, ensuring campaigns are driven by accurate, internally governed data.
The same approach underpins Vistaprint’s experimentation and optimization efforts across owned channels. Using a stack that includes Statsig, Iterable, and Contentful, reverse ETL synchronizes control and test groups across platforms. This creates a single source of truth for audience eligibility, allowing teams to measure campaign uplift consistently across channels and accelerate learning without data discrepancies.
“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.”
As Vistaprint continues expanding its use of AI to improve recommendations, enhance design workflows, and deliver more personalized customer interactions, dependable data activation becomes even more critical. By ensuring governed data continuously flows into operational systems, Fivetran selected by Vistaprint highlights how modern enterprises are turning data infrastructure into a direct driver of customer experience and revenue growth.
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