We’re on a mission to empower
companies to use data
to make better decisions.

That starts with giving companies control of their data, so that they are free to ask and answer any question of their data.

Our story

Back in 2012 we became very excited about the possibilities presented
by digital event data!
At the time, we were assisting companies with how they could use data about how their users behaved, on their mobile apps and websites, to inform their digital strategy, product development and marketing. However we kept bumping into limitations: our clients web and mobile data was “stuck” inside Google Analytics or Omniture (subsequently bought by Adobe). We were not able to perform the analysis we wanted and it was very difficult, if not impossible, to get the underlying data out of the tools.
At the same time, the growth in open source data processing frameworks like Hadoop, and the emergence of web service vendors like AWS, made us think that maybe there was a way: maybe any company could afford to collect their own digital event data, at scale.
about us

The idea behind Snowplow was to provide a platform to enable any company to collect their granular event data for themselves, in their own cloud account so that data analysts and scientists could free themselves from the constraints imposed by the web analytics vendors.

The idea remains the same today: Snowplow enables you to track any event data; ask any question of that data and use any tool you want to answer it.

Snowplow Major Milestones

  • 2012
  • Snowplow is launched on Amazon Web Services.
  • 2013
  • Snowplow launches support for loading data into Amazon Redshift.
  • 2014
  • Snowplow schema’ing tech (Iglu) is released.
  • First full-time team member hired.
  • 2015
  • First Snowplow Meetups held in London, Berlin, San Francisco and Sydney.
  • 2016
  • Launched SDK for building real-time apps on top of Snowplow data.
  • Meetups held in New York, Amsterdam, Tel Aviv, Budapest and Boston.
  • 2017
  • Reached 100+ Snowplow Insights customers.
  • First company Away Week’s in Berlin and Prague.
  • 2018
  • Snowplow launches native support on Google Cloud Platform.
  • A growing team of 35 Snowplowers.

Team of teams

Alex Dean co-founder & CEO

Alex is a polymath: a keen technologist with a passion for functional programming, cloud-based architectures and big data technologies, he also has a passion for innovation and organizational change. Prior to co-founding Snowplow, he'd worked in technology roles at OpenX and in the Business Intelligence department at Deloitte Consulting, as well as strategy roles at Fathom Partners and Keplar LLP.

Miriam de Medwe People Operations Manager

Miriam joined Snowplow's Operations Team in 2017 as our Talent Acquisition Manager. As well as ensuring we’re attracting the best talent and providing a great interviewing experience, Miriam also looks after our people operations function covering anything from onboarding to employee engagement. Prior to Snowplow, Miriam helped multiple high growth companies in London build out their tech teams, which is where she fell in love with the pace and forward-thinking nature of startups.

Yali Sassoon co-founder & CPO

At Snowplow, Yali gets to combine his love of building things with his fascination of the ways in which people use data to reason; something he cultivated when studying his BA in Natural Sciences and MPhil in the History and Philosophy of Science, and further developed as a Strategy & Operations Consultant (at PwC, Bestshore and Keplar LLP) and a Data Analyst at OpenX.

Franciska Dethlefsen Growth Manager

Franciska joined Snowplow as our Growth Manager in 2018. Prior to this, she spent almost 4 years in venture capital; first at an operational VC in New York and later at a VC advisory in Berlin. Franciska is building out our marketing efforts at Snowplow and focused on increasing the number of Snowplow clients.

Tim Haines COO

Tim started working with Snowplow during his previous role as CIO at Gousto. He spent nearly 4 years there building IT systems to enable the future of food retail. Tim loves everything to do with startups and couldn’t pass on the opportunity to combine his love of data and high growth startups at Snowplow.

Rebecca Lane Customer Experience & Analytics Manager

Rebecca is passionate about helping people to ask the right questions of their data and to deliver value through this. It’s a good job because, in her role as Customer Experience & Analytics Manager at Snowplow, Rebecca is focused on helping customers unlock greater value from their Snowplow data. Prior to joining Snowplow, Rebecca worked at Capgemini as a Data Analytics Consultant working with companies in the Utilities & Public Sectors on large scale data analytics projects. Rebecca has a Physics degree from Imperial College London.

Steve Coppin-Smith Head of Engineering

Steve’s focus is on supporting the Engineering team in making the most of their time and talent, while working with our other teams and the wider community to guide this effort in the best direction. Steve has led engineering teams of different sizes and sectors and his career has included a wide variety of technical delivery roles including engineering, architecture, technical product, performance coaching and account management.

Cara Baestlein Sales and Implementation Engineering Lead

Based in Berlin, Cara heads up Snowplow's Sales and Implementation Engineering team with focus on empowering new customers to become successful Snowplow users. Prior to Snowplow, Cara studied Economics at UCL, the University of Edinburgh and Columbia University, and completed internships in consulting and finance.

Josh Beemster Tech Ops Lead

Josh joined Snowplow in September 2014 as a Data Engineering Consultant and started work on writing a number of trackers (Android, IOS, Java, Golang, C++), as well as focusing on open-source projects such as our SQL Runner. From there, he started to look more closely at both client and internal infrastructure moving to the role of TechOps Lead at the start of 2017, a function he is now actively growing from his base in Dijon, France.

Leon Maas Support Engineering Team Lead

Leon joined Snowplow in 2016 as our EMEA Support Engineer and has been running the team since January 2018. A Dutchman based mostly out of Spain, he manages the team and works regular support shifts where needed. Before joining Snowplow, Leon worked for organisations such as Google, SHV Holdings, Hewlett Packard, Greenpeace and had his own company for a while.

We’re a global

We have our base in London, but we operate as a truly global and distributed company.

Our team is spread out all over the world and takes advantage of our remote culture to work from anywhere they fancy!