Discover why traditional application-first event tracking breaks down as businesses scale and how an entity-first design creates stronger, more flexible data foundations. In this session, Snowplow’s Jon Su shares how starting with business entities and relationships, not UI elements, enables richer, reusable event data that powers analytics, personalization, and AI.

Key takeaways:

• Why application-first tracking leads to inconsistent, low-value data
• How entity-first design aligns events with real business processes
• Using domain modeling with stakeholders to define entities and context
• Building scalable, future-proof data foundations for analytics and AI