Data Product Accelerators (DPAs)

Snowplow today introduced our Data Product Accelerators (DPAs), which enable data teams to build powerful data applications with behavioral data.

These step-by-step implementation guides were created by our engineering team and are designed to simplify and accelerate the delivery of best-practice data applications.

Our initial DPAs help both open source and our Snowplow Behavioral Data Platform (BDP) customers gain insights into the performance of their websites and mobile apps and create a composable CDP with Databricks.

Later this year, we will launch more DPAs, including DPAs that help organizations track GDPR consent and build advanced attribution models, with more to come in 2023.

Here is a breakdown of our first DPA’s and links to our technical documentation;

  • Composable CDP (propensity to churn with ML)

    • In partnership with Databricks, our composable CDP Data Product Accelerator, shows how you can build a single customer view within Databricks and leverage Snowplow’s rich behavioral data to determine a customer’s likelihood of conversion with MLFlow.
  • Advanced Analytics for Your Website

    • The Advanced Analytics for Web DPA is a groundbreaking new way to collect valuable behavioral data from across your website into Snowflake or Databricks and visualize the data using Streamlit.
  • Advanced analytics for mobile and hybrid apps

    • With the Advanced Analytics for Mobile DPA, you can start tracking usage and events in your mobile apps. You’ll quickly discover an array of new entities and properties, and a novel way of organizing your data—which you can model into higher level entities like screen views, sessions, or users within Snowflake.

We look forward to seeing how the Snowplow community embraces our DPA’s and look forward to hearing your feedback on our existing and future DPA’s you would like to see from Snowplow.

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Hi, interesting idea! It would be nice if there would be the ability to discuss those particular DPA’s - for example I looked at CDP. It’s not very clear how the audiences get matched on those ad platforms (FB and so on), as I don’t think they are using sp_id in the cookie for that, so is the email address prerequisite, or is there something else identifiable?

Anyway, thanks for sharing.

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Hi @evaldas,

Thank you for the feedback! You are right, in the Composable CDP DPA we are using domain_userid, a UUID generated by the tracker and stored in the cookie which will not join straight on to the user identifiers used in those ad platforms.

In practise you would set your business user identifiers in the tracker (see docs for details) after the user is identified e.g. logs in to your website, which would populate the userid field.

I’ve raised this in a new GH issue and we will work on making it clear to the reader that setting a business user id in your Snowplow tracking is a needed prerequisite to enable them to sync to Hightouch destinations like Facebook Ads.

Feel free to either create issues in the DPA GitHub repos or post on here if you have any additional feedback. Thanks again!

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@George great thanks for the clarification! I assumed this is the case but wasn’t aware there was tracker function to set this id explicitly

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Hi @evaldas,

This issue has now been resolved. It should now be clearer to the reader that a common business user identifier in their Snowplow data is required to enable sync to their third party marketing tools.

Thank you again for flagging this!

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