March 2018 Summaries

Snowplow is exploring the potential of integrating graph-based storage targets for enriched event data, expanding beyond traditional relational databases. The initiative follows the recent launch of their Snowflake Loader and upcoming support for Google's BigQuery. The blog series aims to document their journey in modeling event data as graphs, considering different approaches like event-grammar and time-series, and examining how events can be represented as nodes or edges. Graph databases, such as Neo4j, offer advantages in simplifying complex queries, modeling networks, and enhancing the performance of applications like recommendation engines. These databases facilitate better alignment between business concepts and data structures, potentially aiding strategic decision-making. The series will also explore loading both atomic and modelled data into graph databases, starting with Neo4j, while keeping an open perspective on vendor-agnostic solutions.

In the evolving landscape of digital marketing, the ability to accurately track and assess the performance of marketing efforts has become essential, as demonstrated by Snowplow's approach to evaluating its content's effectiveness in driving user engagement and lead generation. The text highlights the challenges faced by marketing professionals in determining the success of campaigns, emphasizing the importance of asking the right questions and utilizing event-level data to gain deeper insights into user behavior. Snowplow's analysis reveals that while their blog ranks sixth in lead generation, it has a higher conversion rate compared to other sections of the website, suggesting that the content is effective in driving interest and sign-ups for their paid product. Furthermore, the text discusses the role of attribution models in understanding the relationship between content and lead generation, as well as the significance of creating evergreen content that retains its value over time. Through benchmarking performance metrics and analyzing trends, Snowplow seeks to refine its content strategy to enhance its impact and achieve organizational goals.