The Snowplow Data Maturity Model

03 October 2019  •  Lyuba Golovina
As a business grows and expands its data strategy, it passes through different stages of data capability, or maturity, on its way toward becoming fully data informed. Data maturity can serve as a useful tool for businesses to measure where they are along the data journey, identify next steps and potential challenges or roadblocks. Companies including Dell and Periscope have already developed insightful definitions of data maturity. At Snowplow, thanks to our work with a...

How real-time data enables personalization and engagement

27 September 2019  •  Erika Wolfe
It would not be an overstatement to claim that real-time insight has changed the media industry. Moving from a traditional print environment in which media companies had static subscriber data and did not face cutthroat advertising competition to a completely digital, 24/7 information cycle driven by the onslaught of free content and granular targeting in advertising, it’s an entirely new paradigm. While this digital shift posed many challenges in terms of profitability and business models,...

Piecing together the complex customer journey for a complete single customer view

20 September 2019  •  Erika Wolfe
In many pieces on travel, we’ve touched on the concept of hyper-relevance - that is, delivering the right product to the right customer at the right time on the right platform or in the right channel. But how do you actually get to hyper-relevance? In this era of data-informed decision-making, your data can give you a complete, end-to-end view of your customer journey and the touchpoints all along the way. And, perhaps most importantly, this...

Snowplow JavaScript Tracker 2.11.0 released with GDPR context

13 September 2019  •  Colm O Griobhtha
We are pleased to announce a new release of the Snowplow JavaScript Tracker. Version 2.11.0 introduces a method for attaching information about the GDPR basis for processing to all events tracked, as well as changes to the test and deployment process and a bugfix for form focus events. NB. This release introduces a change to how assets are hosted - rather than hosting the tracker on CloudFront, we now publish the asset to the GitHub...

Snowplow R116 adds new features to the Scala Stream Collector

12 September 2019
Snowplow R116 Madara Rider, named after the early medieval rock relief carved on the Madara Plateau in Bulgaria, adds new features to the Scala Stream Collector that will help users struggling with overzealous ad-blocking and the implications of WebKit’s recent ITP changes. Huge thanks to Ander Parra of LiveIntent for a contribution that will allow users to configure Secure, HttpOnly and SameSite attributes for the cookie set by the collector. Please read on after the...

Snowplow Android Tracker 1.3.0 released

12 September 2019  •  Oguzhan Unlu
We are pleased to announce a new release of the Snowplow Android Tracker. Version 1.3.0 introduces a Snowplow Micro powered test suite and compliance with targeted ads preference of Android users. With this release, we’re building assurance that engineers can set up their tracking more reliably and your data team can have uninterrupted access to valuable insights about your application. Read on below the fold for: Integration of Snowplow Micro Compliance with targeted ads preference...

How to optimize your pipeline for data quality

09 September 2019  •  Lyuba Golovina
Data-informed businesses rely on customer data. It powers their products, provides valuable insights and drives new ideas. However, as a business expands its data collection, it also becomes more vulnerable to data quality issues. Poor quality data, such as inaccurate, missing or inconsistent data, provides a bad foundation for decision making and can no longer be used to uphold arguments or support ideas based on that data. And once trust in the data is lost,...

Enable and configure your enrichments directly in the Snowplow UI

09 September 2019  •  Lyuba Golovina
Overview Enrichments are one of Snowplow’s most powerful features. Not all the data that describes an event is available at the place that event is tracked. Enrichments make it possible to enhance your dataset with additional details by adding first and third-party data points to each event, in real-time, further down the data collection pipeline. For example, imagine you are an e-commerce site selling a green dress internationally. The same green dress will be sold...

Snowplow Snowflake Loader 0.5.0 released

02 September 2019  •  Enes Aldemir
We are pleased to announce version 0.5.0 of the Snowplow Snowflake Loader! This release introduces bad row support with its new format. Read on below the fold for: Bad row support Upgrading Getting help 1. Bad Row Support Data quality has always been a huge focus for Snowplow. Being a non-lossy data pipeline is one of the central pieces of this data quality puzzle. Indeed, other pieces such as data validity (through our schema validation...

How Animoto uses event tracking data to understand and optimize the user journey

02 September 2019  •  Alex Beskin & Jason Bellinger
“How are people using my site?” “What is a typical customer’s journey?” “How many times does a user visit before purchasing? And how many pages do they visit? Which one had the biggest impact on their decision?” These are a few questions that data analysts hear all the time from marketing, product and finance teams. The concepts of a “customer journey”, “clickstream analysis”, and “multi-touch attribution” have been around for a long time and are...