In the marketing industry, being able to collect first-party data, information gathered directly from a company’s own customers, has significant value.

To help businesses capitalize on this rich inventory of customer insight, Snowplow Analytics Ltd. captures detailed customer journeys and equips businesses with first-party data insight into behaviors and product preferences. The open-source Snowplow RDB Loader can be used to load Snowplow events into a data warehouse.

“It’s really trying to get a better understanding of what consumer behavior is effectively happening and, increasingly now, a lot of importance and focus on doing that in a first-party way,” said Mike Robins (pictured, left), head of engineering at Snowplow. “Particularly now in this emergent market and [after] all of these privacy breaches, there’s this increase in consideration of how to do that in your own environment and capture that in a first-party way rather than rely on an external vendor.”

Robins spoke with theCUBE industry analysts Dave Vellante and Lisa Martin at Snowflake Summit, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. He was joined by Patrick Crosby (right), technology alliances at Snowflake Inc., and they discussed how Snowflake’s technology is helping marketers improve customer insights. (* Disclosure below.)

Reducing data latency

Snowplow works with Snowflake Inc. to leverage key technology tools that can generate deeper insights and make informed marketing decisions based on real-time, first-party data. This includes tools such as the developer framework Snowpark and Snowpipe Streaming, a Snowflake ingestion offering that can be directly loaded into a Snowflake table to reduce complexity and end-to-end latency.

“Features like Snowpark and streaming are really what’s unlocking a lot of the value here,” Crosby said. “Being able to combine the power of Snowflake with Snowplow and drive those analytics and actually get some of that real-time perspective and then giving you the flexibility and the modeling to do the visualization, that’s what’s really coming to fruition here.”

The ability to stream real-time data is having an impact on companies such as Digital Virgo Group SA, a leading mobile payments company and a Snowplow client.

“One of the big issues they had was this latency between when they were getting the data and then when they could actually make a decision on it,” Robins said. “They just didn’t have the quality of the data and the latency was too high. [There’s] a lot of stuff in Snowflake where we can get that data in there in seconds.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of Snowflake Summit:

(* Disclosure: Snowflake Inc. sponsored this segment of theCUBE. Neither Snowflake nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE