SNOWPLOW ANALYTICSTHE FOUNDERS’ STORY

➙ HOW WE’RE TRYING TO CHANGE THE WAY THAT DIGITAL ANALYTICS IS DONE ➙ WHAT HAS HAPPENED SO FAR

Analytics was part of what we did

▸ Product analytics

▸ Marketing analytics

MEASURECAMP LONDON ‘16

FIVE YEARS AGO WE WERE FREELANCE ‘DIGITAL CONSULTANTS’

We helped companies

▸ Build digital products

▸ Grow digital businesses

MEASURECAMP LONDON ‘16

SNOWPLOW WAS BORN OUT OUT OF A NEGATIVE AND POSITIVE REASON

Web analytics tools are limited

▸ Silo’d: no direct access to your own data. Hard to join with other data sets

▸ One size fits all: event dictionary (page views, transactions, add to baskets)

▸ One size fits all data processing (sessionization, funnels)

Data processing frameworks & services

▸ Open source data processing frameworks

▸ Cloud-based web services built on top of them

🙂🙁

MEASURECAMP LONDON ‘16

V1 WAS A CLICKSTREAM DATA WAREHOUSE

Cheap & cheerful MVP

‣ Built in a day

▸ Pixel on Amazon CloudFront with logging switched on

▸ Forked Piwik Javascript tracker

▸ Hive deserialiser to run SQL on the CloudFront logs with EMR

▸ Open sourced on GitHub

Open sourced on GitHub User community grew around it quickly

MEASURECAMP LONDON ‘16

OUR PITCH WAS

DatawarehouseDatapipeline

WAREHOUSE YOUR CLICKSTREAM DATA

JOIN THAT DATA WITH ANY OTHER DATA SET

CRUNCH WITH ANY ANALYTICS TOOL

Set your data free ➙ set your analyst free

MEASURECAMP LONDON ‘16

THE QUESTIONS WE WERE ASKED…

WHAT CAN I DO WITH SNOWPLOW THAT I CAN’T DO WITH GOOGLE ANALYTICS? WHAT IS THE POINT OF

WAREHOUSING MY DIGITAL EVENT DATA?

A LOT HAPPENED OVER THE NEXT 4 YEARS

MEASURECAMP LONDON ‘16

DIGITAL IS AT THE CENTRE OF ALL OUR LIVES…

… AND DIGITAL DATA HAS BECOME MUCH MORE INTERESTING

MEASURECAMP LONDON ‘16

DIGITAL ANALYTICS HAS EVOLVED ENORMOUSLY

Tools are moresophisticated

More sophisticated analytics

More and more companies are building

their own analytics stacks

MEASURECAMP LONDON ‘16

THE SNOWPLOW PLATFORM HAS EVOLVED ENORMOUSLY

▸ Web analytics ➙ event analytics platform

▸ Insight ➙ action (real-time platform)

MEASURECAMP LONDON ‘16

WE HAVE A COMMERCIAL MODEL

MANAGED SERVICE ANALYTICS SERVICES

MEASURECAMP LONDON ‘16

OUR PITCH HAS EVOLVED

Track users across all channels

Single customer view

Answer any questionAct on your data in real-time

Own your data

MEASURECAMP LONDON ‘16

WE ARE NOW ASKED DIFFERENT QUESTIONS

WHY SHOULD I USE SNOWPLOW RATHER THAN

BUILD MY OWN STACK? WHY SHOULD I USE SNOWPLOW RATHER THAN GOOGLE ANALYTICS

PREMIUM?

MEASURECAMP LONDON ‘16

CURRENT FOCUS - MAKE IT EASIER TO DO STUFF WITH SNOWPLOW DATA

EASIER TO BUILD INSIGHT

‣ ➙ OUT-OF-THE-BOX DATA MODELS ‣ AND INTEGRATIONS

‣ ➙ BETTER TOOLKIT FOR MODELING ‣ ING EVENT DATA

EASIER TO ACTION INSIGHT

‣ ➙ SAUNA

‣ ➙ MAKE IT EASIER TO BUILD, PUBLISH AND MANAGE REAL-TIME DATA PROCESSING APPLICATIONS

QUESTIONS?WE’RE RECRUITING

JUNIOR DATA ANALYSTS!