Snowplow Analytics

Snowplow Analytics (Snowplow) is a platform designed for creating data for AI and business intelligence applications. The platform's purpose is to allow companies to create granular behavioral data within their own cloud environments, thereby freeing data analysts and scientists from the limitations of traditional analytics vendors. Behavioral data, in this context, refers to data capturing customer interactions with products and services.

Snowplow's technology focuses on creating AI and machine learning data "at the source," such as a customer's preferred data store (e.g., Amazon Web Services or Google Cloud Platform). It automates the creation and management of a "data language" across a business, using a common schema that can be modeled for business intelligence and AI, streamed for real-time apps, and enriched with third-party data and systems. The platform's approach is distinct in that it creates new behavioral data instead of reusing existing datasets, aiming to produce higher-quality data sets for AI and analytics.

Key customers and partnerships

As of June 2022, Snowplow claimed over 10,000 companies had used its open-source platform and fully managed product, including Flickr and Strava.

Snowplow has formed significant partnerships to enhance its offerings, including one with Databricks in June 2022, which enabled joint customers and the open-source community to integrate and build data-driven applications and composable customer data platforms (CDPs) with Snowplow’s AI-ready behavioral data on the Databricks Lakehouse Platform.

The company launched its digital analytics platform as a native app on the Snowflake Marketplace in December 2023.

Another notable partnership is a longstanding collaboration with Looker (since 2014), combining Snowplow's event data collection platform with Looker's in-database data discovery platform to provide organizations with end-to-end solutions for understanding web event data.

Funding and financials

Snowplow's most recent funding was a Series B round held in June 2022 led by NEA, where it raised USD 40 million. This funding was used to grow Snowplow's team, establish a second headquarters in Boston, and expand its platform to support new types of data creation.

Furthermore, the company reported annual recurring revenue of USD 12 million in 2022 and announced plans to increase its headcount from 140 to 200 employees by the end of the year.