24 February 2017  •  Yali Sassoon

Sigfig and Weebly talk at second Snowplow Meetup San Francisco

Last night we were delighted to host our second Snowplow Meetup San Francisco, at the lovely Looker offices.

The event kicked off with a talk from Sigfig’s Benny Wijatno and Jenna Lemonias. Benny and Jenna gave an overview of Sigfig, before exploring how they use Snowplow to answer a wide variety of questions related to customer acquisition.

21 February 2017  •  Alex Dean

Snowplow 87 Chichen Itza released

We are pleased to announce the immediate availability of Snowplow 87 Chichen Itza.

This release contains a wide array of new features, stability enhancements and performance improvements for EmrEtlRunner and StorageLoader. As of this release EmrEtlRunner lets you specify EBS volumes for your Hadoop worker nodes; meanwhile StorageLoader now writes to a dedicated manifest table to record each load.

Continuing with this release series named for archaelogical sites, Release 87 is Chichen Itza, the ancient Mayan city in the Yucatan Peninsula in Mexico.

Read on after the fold for:

  1. Specifying EBS volumes for Hadoop in EmrEtlRunner
  2. EmrEtlRunner stability and performance improvements
  3. A load manifest for Redshift
  4. StorageLoader stability improvements
  5. Upgrading
  6. Roadmap
  7. Getting help


20 February 2017  •  Giuseppe Gaviani

Snowplow away week in Berlin

Some of the Snowplow team works remotely, so last November the team went on an away week in Berlin to rekindle the team spirit on occasion of our third Snowplow Meetup in Berlin.

Team members travelled from far and wide from four countries - Russia, Canada, France and the United Kingdom, - to convene in Berlin.

Here is some of the things the team did on their away week…

It started with a session about the future of Snowplow and how best to communicate our offering.

One of the highlights of the week was running our third Snowplow Meetup in Berlin with talks from JustWatch, Incuda and our co-founders. Here you can find out more about it and watch the presentations.

The Meetup was also a chance for us to meet some of our users, such as Contentful, GoEuro, as well as JustWatch and Incuda of course.

The team then focused their mind on a company hackathon, which turned out to be a creative and productive session. We made progress with the product roadmap, especially in relation to tracking real-time gaming activity.

Snowplow team

15 February 2017  •  Giuseppe Gaviani

Snowplow Meetup London Number 4: a roundup

Our fourth Snowplow London Meetup took place on February the 8th at CodeNode. It was a fun and informative event with around 60 people attending, great talks and lots of interesting questions from the audience. We have filmed the talks, which you can watch in the links below, along with the presentation slides.

How Gousto is moving to the real-time pipeline to enable just-in-time personalization

Dejan Petelin, head of data science at Gousto, gave a presentation about their data journey, explaining how data reflects the customer’s voice and the importance of joining up all data sources. The goal is to delight and retain customers – critical for a subscription business like Gousto’s. Gousto is using Snowplow as a unified log, to scale up its data capabilities, listen to its customers and provide them with a more personalized experience. Finally, Gousto is moving to the real-time pipeline to enable just-in-time personalization.

See Dejan’s talk below:

15 February 2017  •  Ed Lewis

Snowplow .NET Tracker 1.0.0 supporting mobile devices through Xamarin released

We’re pleased to announce the 1.0.0 release of Snowplow’s .NET Tracker. This is a major reboot of the existing .NET Tracker, convering it into a .NET Standard project; this conversion brings with it support for the tracker on mobile devices through Xamarin, plus all platforms that support .NET Core (Windows, Linux and macOS).

Here is our mobile demonstration app for the tracker running on Xamarin:

Read on for more:

  1. A brief history of .NET Standard
  2. Why we are moving the Tracker to .NET Standard
  3. Integrating the .NET Tracker
  4. Using the .NET Tracker 1.0.0
  5. The future of the .NET Tracker

10 February 2017  •  Joshua Beemster

Introducing Dataflow Runner

We are pleased to announce the release of Dataflow Runner, a new open-source system for the creation and running of AWS EMR jobflow clusters and steps. Big thanks to Snowplow intern Manoj Rajandrakumar for all of his hard work on this project!

This release signals the first step in our journey to deconstruct EmrEtlRunner into two separate applications, a Dataflow Runner and snowplowctl, per our RFC on Discourse.

In the rest of this post we will cover:

  1. Why Dataflow Runner?
  2. Dataflow Runner 0.1.0
  3. Downloading and running Dataflow Runner
  4. Running a jobflow on EMR
  5. Roadmap
  6. Contributing

08 February 2017  •  Anton Parkhomenko

Iglu Ruby Client 0.1.0 released

We are pleased to announce the initial release of the Iglu Ruby Client, our third library in the family of Iglu clients.

In the rest of this post we will cover:

  1. Introducing Iglu Ruby Client
  2. Use cases
  3. Setup guide
  4. Usage
  5. Roadmap and upcoming features
  6. Getting help

01 February 2017  •  Giuseppe Gaviani

A look ahead at where the Snowplow team will be and upcoming events

If you wonder where the Snowplow team will be in the next few months, here is a list of upcoming events, which we are excited to announce.

Snowplow Meetup London number 4

Our London Snowplow Meetup #4 will take place at 6.30 pm on February the 8th, at CodeNode.

In addition to a talk from one of the Snowplow team, we have two fantastic speakers lined up:

  1. Dejan Petelin, senior data scientist at Gousto, will be talking about various use cases of Snowplow and why they are moving to the real-time pipeline. Gousto is a British online retailer, headquartered in London, that delivers recipe kit boxes, which include fresh, delicious and nutritional ingredients and step-by-step, chef-designed recipes.
  2. Bruce Pannaman, data scientist at Busuu, will be speaking about how you can expand the usage of your data from the end of your Snowplow pipeline. Busuu is the world’s largest social network for language learning, providing courses in 12 different languages on web and mobile to more than 60 million learners worldwide.

London skyline

31 January 2017  •  Giuseppe Gaviani

Roundup of Snowplow Meetup Berlin Number 3

The third Snowplow Meetup Berlin took place on November the 16th at Betahaus. The turnout was great with about 100 people attending. We have filmed the talks, which you can watch in the links below, along with the presentation slides. Below is a list and a description of the talks.

Why JustWatch adopted Snowplow and what they learned along the way

Dominik Raute and Christoph Hoyer, respectively CTO and CMO at JustWatch, talked about how the raw data capabilities of the Snowplow platform enabled the audience segmentation infrastructure that powers JustWatch’s data-driven video advertising business. They shared a step-by-step account of how they adopted Snowplow, the learnings and best practices they picked up along the way.

You can watch the video of the presentation below:

27 January 2017  •  João Correia

How a clear data taxonomy drives insight and action

This is guest blog post by João Correia, Senior Analytics Strategist at YouCaring and an experienced analytics professional, helping organizations embed analytics for growth and innovation. In this post, João explains how to define an analytics strategy with Snowplow Analytics that considers your business context and drives insights and action. Many thanks to João for sharing his views on this topic! If you have a story to share, feel free to get in touch.

Add business context to your event analytics

Insights, that surge of excitement that invades your brain, when suddenly, you comprehend something you didn’t, just a second ago.

As consultants, our core mission is to provide our clients with answers through data products that help them take action on data, optimize their marketing, their inventory, retain their customers, and increase their business profitability.

Read on to find out how to define an analytics strategy that drives insights and action with Snowplow Analytics.

The importance of context

Let’s use as an example an online jewelry store, where different teams are looking to use data to support decision making.

An out-of-the-box analytics solution tracks different events like: pageviews, transactions, add-to-cart, e-mail subscriptions, etc.

When an event is recorded, there is a series of dimensions that are recorded with it, depending on the platform. Among these dimensions are: page, source, campaign, medium, country, browser, operative system, screen resolution, and others.

You can even record additional context in custom dimensions (Google Analytics) or in eVars (Adobe Analytics).


Context is information describing the circumstances that surround an event. Context influences the way an event is understood.

The jewelry business context

Selling jewelry is fundamentally different than selling anything else, first we need to understand the business context, the jewelry taxonomy.

A way to make data more insightful is to enrich events of interest using taxonomies.

Below is a simplified taxonomy for the jewelry example, which provides additional context to necklaces:

Snowplow Analytics Custom Context  Example

Interested in Snowplow? Let’s get started.


More recent posts

24 January 2017  •  Giuseppe Gaviani

How Simply Business is using real-time data to better engage and serve its customers with Snowplow

16 January 2017  •  Yali Sassoon

Data collection: the essential, but unloved, foundation of the data value chain

12 January 2017  •  Diogo Pacheco

Looking back at 2016

09 January 2017  •  Yali Sassoon

Snowplow Javascript Tracker 2.7.0 released

22 December 2016  •  Joshua Beemster

Factotum 0.4.0 released with support for constraints

20 December 2016  •  Anton Parkhomenko

Snowplow 86 Petra released

12 December 2016  •  Joshua Beemster

SQL Runner 0.5.0 released

15 November 2016  •  Alex Dean

Snowplow 85 Metamorphosis released with beta Apache Kafka support

07 November 2016  •  Ed Lewis

Factotum 0.3.0 released with webhooks

03 November 2016  •  Idan Ben-Yaacov

3rd Snowplow Meetup Berlin in less than two weeks!

30 October 2016  •  Alex Dean

Asynchronous micro-services and Crunch Budapest 2016

27 October 2016  •  Yali Sassoon

The Snowplow Meetup New York Number 2 - a recap

23 October 2016  •  Alex Dean

Schema registries and Strata + Hadoop World NYC 2016

17 October 2016  •  Yali Sassoon

How Viewbix uses Snowplow to enable their customers to make data-driven decisions

12 October 2016  •  Yali Sassoon

Snowplow Python Tracker 0.8.0 released

08 October 2016  •  Joshua Beemster

Snowplow 84 Steller's Sea Eagle released with Elasticsearch 2.x support

07 October 2016  •  Yali Sassoon

Iglu 6 Ceres released with significant updates to Igluctl

03 October 2016  •  Ed Lewis

Kinesis Tee 0.1.0 released for Kinesis stream filtering and transformation

23 September 2016  •  Idan Ben-Yaacov

The third Snowplow Meetup London was all about Real-Time!

22 September 2016  •  Alex Dean

Introducing Sauna, a decisioning and response platform