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Snowplow: putting digital analysts at the heart of digital analytics - the founders story

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A presentation I gave at Measurecamp in September 2016 - looking back at how Snowplow has evolved and the digital analytics industry with it

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Snowplow: putting digital analysts at the heart of digital analytics - the founders story

  1. 1. SNOWPLOW ANALYTICS THE FOUNDERS’ STORY ➙ HOW WE’RE TRYING TO CHANGE THE WAY THAT DIGITAL ANALYTICS IS DONE ➙ WHAT HAS HAPPENED SO FAR
  2. 2. 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
  3. 3. 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 🙂🙁
  4. 4. 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
  5. 5. MEASURECAMP LONDON ‘16 OUR PITCH WAS Data warehouse Data pipeline 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
  6. 6. 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?
  7. 7. A LOT HAPPENED OVER THE NEXT 4 YEARS
  8. 8. MEASURECAMP LONDON ‘16 DIGITAL IS AT THE CENTRE OF ALL OUR LIVES… … AND DIGITAL DATA HAS BECOME MUCH MORE INTERESTING
  9. 9. MEASURECAMP LONDON ‘16 DIGITAL ANALYTICS HAS EVOLVED ENORMOUSLY Tools are more
 sophisticated More sophisticated analytics More and more companies are building their own analytics stacks
  10. 10. MEASURECAMP LONDON ‘16 THE SNOWPLOW PLATFORM HAS EVOLVED ENORMOUSLY ▸ Web analytics ➙ event analytics platform ▸ Insight ➙ action (real-time platform)
  11. 11. MEASURECAMP LONDON ‘16 WE HAVE A COMMERCIAL MODEL MANAGED SERVICE ANALYTICS SERVICES
  12. 12. 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
  13. 13. 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?
  14. 14. 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
  15. 15. QUESTIONS? WE’RE RECRUITING JUNIOR DATA ANALYSTS!

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