Data Apps: Funnel Builder and User & Marketing Analytics

We’re excited to announce the launch of Data Applications on the Snowplow Behavioral Data Platform (BDP). Data Apps are pre-built, self-service analytics tools for end users in marketing, product and data teams to answer questions about their Snowplow data. The first Snowplow Data Apps support digital analytics use cases to analyze customer behavior and marketing performance - let’s take a closer look:

User & Marketing Analytics

Last year, Snowplow released Digital Analytics, offering an AI-ready, warehouse and privacy-focused alternative to Google Analytics.

This allowed data and marketing teams to retain the familiar reports and metrics from Google Analytics, including user acquisition, engagement, retention, devices, and user attributes, without facing compliance issues or limited customer visibility.

All of this is made possible by dashboard templates for popular visualization tools such as Streamlit, PowerBI, Tableau, Preset and Superset.

With the introduction of the User & Marketing Analytics Data App, you no longer need to use your own BI tool and can instead access all the interactive dashboards in the Snowplow Console, allowing teams to realize the value of their behavorial data faster.

All the dashboards are based on Snowplow’s default event tracking and the new Unified Digital dbt package, which provides cross-platform tracking across web and mobile events, incremental sessionization logic and deterministic identity resolution for accurate analytics.

Read more at the docs.

Funnel Builder

To optimize conversion rates, it’s critical to understand the paths users take to conversion. However, performing this type of analysis from the warehouse with SQL is notoriously difficult and often involves a lot of expensive self-joins and complex logic.

With Snowplow’s intuitive Funnel Builder Data App, you can create custom funnels to analyze user progress and optimize conversion rates directly from your warehouse. You can also use it to gain a deeper understanding of user counts, conversion rates, abandonment and completions at every stage of the funnel.

You can either use our pre-built funnels based on out-of-the-box Snowplow events such as page_views and link_clicks, or create your own funnels with custom steps and filters, create groupings and use advanced configuration options such as selecting counting strategies.

Want to share the data with another team member? Simply save your funnel to share with other team members, or download it as an SQL query for future investigation.

The Funnel Builder works with any table that the Snowplow’s Data Modelling user has access to, including and derived tables.

Read more at the docs.

How to get started

Snowplow will continue to expand its Data App library throughout 2024 to enable customers to activate the most popular use cases on the platform.

If you would like to get started with the Funnel Builder or our Marketing Dashboards, these are available as part of the Snowplow Digital Analytics package. Request a full demo of our data applications here.