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Explore Snowplow data – Modeled Data

An example of modeled customer data

Below, you’ll find an example of a modeled data table derived from a large ‘atomic’ table – or single source of truth for all the different models. This data can then be used for BI and AI purposes and refreshed as often as necessary.


Data modeling from raw customer data

Once we’ve collected the raw atomic data from a digital source, we can begin to create data models which describe a sample of users’ interactions.

This example is from a cohort of users across the Snowplow marketing website, documentation site and user interface (Snowplow BDP Console).

session timestamps user app engagement first page referer marketing last page location ip useragent
session_id session_index session_start_date session_start_time session_end_time user_id domain_userid network_userid app_id page_views conversions session_length time_engaged_in_s first_page_title first_page_url first_page_urlpath first_page_urlquery page_referrer refr_urlhost refr_urlpath refr_urlquery refr_medium refr_source mkt_medium mkt_source mkt_campaign mkt_clickid channel last_page_title last_page_url last_page_urlpath geo_country geo_region geo_city geo_zipcode geo_timezone user_ipaddress br_name br_version br_lang os_name os_version device_family device_class device_name
289d6851-77ca-45ad-a611-… 4 2020-04-01 2020-04-01 10:00:03 2020-04-01 10:00:18 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… website 2 0 15 10 Snowplow | The Data
Coll…
https://snowplowanalytic… / https://www.google.com/ google.com / search Google organic search Snowplow
BDP | A Da…
https://snowplowanalytic… /snowplow-bdp/ US CA San Francisco 94102 America/Los_Angeles 192.171.81.XX Chrome 80 en-US Mac OS X 10 Other Desktop Apple Macintosh
01e67be0-600b-4e48-a57e-… 22 2020-04-01 2020-04-01 10:00:15 2020-04-01 10:01:42 292a1aaa-89f9-4441-b001-… 93252393-6d33-4dab-90b7-… website 2 0 87 20 Snowplow | The Data
Coll…
https://snowplowanalytic… / direct direct Snowplow Docs –
Document…
https://docs.snowplowana… /docs/setup-snowplow-on-… GB MA Manchester M1 Europe/London 185.242.7.XX Chrome 80 en-GB Windows 10 Other Desktop Desktop
501d77d3-6e2a-4a6e-b66e-… 1 2020-04-01 2020-04-01 10:04:33 2020-04-01 10:04:38 5f1c3cd1-046d-4af3-a8f6-… 7128ff2f-781f-416c-99e2-… website 1 0 5 0 Snowplow BDP
Produc…
https://snowplowanalytic… /terms-of-service/snowpl… https://www.google.com/ google.com / search Google organic search Snowplow BDP
Produc…
https://snowplowanalytic… /terms-of-service/snowpl… GB EN London EC3 Europe/London 196.245.163.XX Chrome 80 en-GB Mac OS X 10 Other Desktop Apple Macintosh
7f0a23a5-e392-48d2-b37b-… 67 2020-04-01 2020-04-01 10:12:07 2020-04-01 10:30:00 [email protected] e39fd884-8992-480f-8e37-… 4b82d683-813b-4969-a4ae-… console 2 0 1073 10 Snowplow BDP https://console.snowplow… / direct direct Snowplow BDP https://console.snowplow… /4d9aac25-a9f7-46d2-8b4f… US NY New York 10021 America/New_York 138.68.41.XX Chrome 76 en-US Linux Other Desktop Linux Desktop
b23a6994-9520-4347-b1c7-… 3 2020-04-01 2020-04-01 10:14:55 2020-04-01 10:15:26 eb8c2f9b-8357-4e01-84e9-… f4605d71-c3cd-4dc3-962c-… website 2 0 31 20 Building a data
quality …
https://snowplowanalytic… /blog/2020/02/04/buildin… utm_campaign=data-qualit… https://www.google.com/u… google.com /url sa=t&rct=j&q=&esrc=s&sou… search Google paid-search google data-quality EAIaIQobChMIwPu5t4qs1AIV… paid search Snowplow
BDP | A Da…
https://snowplowanalytic… /snowplow-bdp/ DE BE Berlin 10365 Europe/Berlin 2.205.35.XX Chrome 80 de-DE Mac OS X 10 Other Desktop Apple Macintosh
694baa7b-67d8-470a-9dc7-… 14 2020-04-01 2020-04-01 10:18:21 2020-04-01 10:24:06 [email protected] 463cc6f3-c4e2-4aee-b946-… 192f5fc0-2f41-4fcb-93d9-… console 4 0 345 110 Snowplow BDP https://console.snowplow… / https://snowplowanalytic… snowplowanalytics.com / internal internal Snowplow BDP https://console.snowplow… /45d4104d-4f5d-4134-8588… US CA Mountain View 94040 America/Los_Angeles 74.125.151.XX Edge 81 en-US Windows 10 Other Desktop Desktop
c9a528c2-72ae-458a-9e05-… 1 2020-04-01 2020-04-01 10:29:59 2020-04-01 10:30:10 f729daad-549e-4a0a-ae1c-… c27d4731-1a2f-495b-9615-… website 2 0 11 0 Snowplow |
Collect rich
https://snowplowanalytic… /mobile/ utm_campaign=mobile&utm_… https://www.linkedin.com… linkedin.com / social Linkedin paid-social linkedin mobile paid social Snowplow Customers |
Her…
https://snowplowanalytic… /customers/ US TX Austin 78702 America/Chicago 207.91.133.XX Mobile Safari UI/WKWebVi… 13 en-US iOS 13 iPhone iPhone Apple iPhone
86e9281f-8a12-4fa1-b761-… 5 2020-04-01 2020-04-01 10:42:28 2020-04-01 10:44:32 be5016ad-c6ef-442d-aa18-… 28172b1a-96aa-4fe2-a4e3-… website 1 1 124 70 Snowplow BDP
| Get …
https://snowplowanalytic… /get-started/ https://snowplowanalytic… snowplowanalytics.com /snowplow-bdp/ internal internal Snowplow BDP
| Get …
https://snowplowanalytic… /get-started/ US CA San Francisco 94102 America/Los_Angeles 192.171.81.XX Chrome 80 en-US Mac OS X 10 Other Desktop Apple Macintosh
db33e52e-9dfd-4d18-b804-… 6 2020-04-01 2020-04-02 10:22:04 2020-04-02 10:25:44 3d16fcf1-9b9d-404e-b014-… aed54c2d-dbec-4328-86b6-… website 3 0 220 60 Snowplow | The Data
Coll…
https://snowplowanalytic… / direct direct Introduction to
marketin…
https://snowplowanalytic… /blog/2020/04/06/introdu… NL NH Amsterdam 1011 Europe/Amsterdam 192.81.220.XX Chrome Mobile 80 nl-NL Android 10 Samsung SM-G975W Phone Samsung SM-G975W
042d0e66-f3ea-4d55-b7b4-… 3 2020-04-01 2020-04-03 10:35:26 2020-04-03 10:39:49 91e669dd-7ab2-472b-9557-… 535179d3-1d4b-4506-b5b6-… website 7 1 263 140 Data modeling 101 https://snowplowanalytic… /lp/data-modeling/ utm_source=google&utm_me… https://www.google.com/ google.com / search Google search google data-modeling paid search Snowplow BDP
Pricin…
https://snowplowanalytic… /pricing/ US MA Boston 02129 America/New_York 73.238.158.XX Safari 13 en-US Mac OS X 10 Other Desktop Apple Macintosh

The advantages of modeling data in a data warehouse

Similar to our out-of-the-box web model, packaged tools such as Google Analytics model your data for you behind the scenes, but the packaged approach has many inherent disadvantages.

Despite the apparent convenience of packaged tools, they often make it challenging to customize data. All Snowplow’s models are fully customizable to make them perfectly relevant for your business model. You might, for example, want to redefine what counts as a session, or how time on page is calculated. 

Snowplow also gives you access to the raw data you can run custom analyses for multiple scenarios and use cases. Below we share an example of some custom modeling.

Custom modeling raw customer data

Imagine our marketing team have requested a report about content performance. From the raw data collected through Snowplow BDP, we can build them a custom data set with interesting dimensions around conversion and engagement.

content total engagement avg monthly engagement
title page_urlpath author date_published month_published year_published unique_users sessions page_views avg_time_engaged_in_s avg_scroll_depth subsequent_demo_requests conversion_rate avg_unique_users avg_sessions avg_page_views avg_subsequent_demo_requests
Introducing
Snowplow Mic…
/blog/2019/07/17/introdu… Joshua Brady 2019-07-17 07-2019 2019 543 727 6758 148 77% 26 3.6% 60 81 751 2.9
Time spent is the
most i…
blog/2019/08/07/time-spe… Lewis Newman 2019-08-07 08-2019 2019 389 430 2552 162 74% 28 6.5% 49 54 319 3.5
Re-thinking the structur… /blog/2020/01/24/re-thin… Marie Hertzog 2020-01-24 01-2020 2020 383 461 2610 121 82% 23 5.0% 128 154 870 7.7
Building a data
quality …
/blog/2020/02/04/buildin… Anna Soininen 2020-02-04 02-2020 2020 147 183 649 157 45% 8 4.4% 74 92 325 4.0
Understanding the SameSi… /blog/2020/02/17/underst… Sean Hutchinson 2020-02-17 02-2020 2020 276 302 1466 189 63% 7 2.3% 138 151 733 3.5

Use cases which are possible with data modeling

This is a simple example of how you can harness the raw, granular data provided by Snowplow. Imagine some other scenarios you may want to model from the same data:

  • The Product team want to understand feature engagement – so we build them a model which provides insight into granular use of specific features.
  • The Lead Generation team want to understand which of their channels is performing best – so we build them a marketing attribution model that tracks conversions across time per channel.
  • The Customer service team wants to create customer service analytics or helpdesk enablement to streamline this pivotal touchpoint.

Explore other use cases

Improve time to value with out-of-the-box data models

Snowplow is the third most prolific publisher of dbt models in the world. Alongside this large collection of data models for different contexts and industries, we’ve created Data Product Accelerators, step-by-step guides which help you build advanced data products in a fraction of the time.

From the modeled data table above, you can create a user level view of your data across touchpoints – aka a customer 360.

Snowplow has an unparalleled number of fields which come out of the box, as well as prevalidation and a testing sandbox environment for ultimate reliability.

Finally, your Snowplow pipeline can be deployed entirely in your own cloud environment, for a highly-compliant and private solution.

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