On demand webinar series

Four part series: Data modeling from theory to practice


Weekly in June, 2020


16:00 – 17:00 GTM+1

Watch this webinar

More and more companies are moving from a world of integrated analytics to a modular approach of leveraging best-of-breed tools for each layer in the data stack. This approach offers a range of benefits but also brings a new challenge: lots of raw data from a plethora of sources that doesn’t bring any value in and of itself.

Enter data modeling. In this 4 part series, Cara will take you on a journey, exploring data modeling in detail and provide you with concrete examples that you can leverage within your business.


Part 1: What is data modeling and why is it important?

In this session Cara will talk conceptually about data modeling, why it’s becoming an increasingly important concept in the analytics space and what it is at its core. She will take you through:

  • Why and how data modeling is becoming an essential part of your data strategy
  • The rise of new tools and skills needed to support this
  • The benefits of designing your own data model(s)

Part 2: Designing a data model that reflects your user journey

In part 2 Cara will dive into the restrictions of relying on packaged analytics tools and their traditional web models and provide some specific examples of custom data models that reflect a business model or use case. She will cover:

  • The limitations of traditional web analytics models
  • Designing a data model for your business
  • Considerations and concrete use case driven examples

Part 3: Building a foundational data model with dbt

In this session Cara will be joined by Jeremy Cohen, Product Manager at dbt. Using Snowplow data, they’ll dive into what building a data model with dbt looks like and how you can drive insights from it. Specifically they’ll cover:

  • The setup, running and testing of the Snowplow dbt package
  • Extending the package to incorporate a custom use case
  • Showcase the output of the package and the insights it delivers

Part 4: Marketing attribution with Snowplow and Looker

In the last session, Cara will be joined by Sebastien Fabri, Partner Engineer at Looker. Together, they will take you through a marketing attribution example using Snowplow data, modeling and visualizing it in Looker.

  • The concept of attribution modeling and what data you need
  • How you can build attribution into your data model
  • How you can effectively visualize attribution models in Looker


  • Cara Baestlein

    Cara Baestlein

    Product Manager, Data Models,

  • Jeremy Cohen

    Jeremy Cohen

    Product Manager,

  • Sebastien Fabri

    Sebastien Fabri

    Partner Engineer,