SOURCE: Looker


March 19, 2014 09:00 ET

Looker Partners With Snowplow Analytics to Deliver an Unmatched Cloud Solution for Capturing and Analyzing Event Data

Combined Offering Allows Businesses to Capture and Store Granular Event Data in Their Own Infrastructure and to Perform Complex Analytics in Real Time With Unprecedented Ease and Flexibility

SANTA CRUZ, CA--(Marketwired - Mar 19, 2014) - Looker, an innovative software company with a unique approach to business analytics, today announced a partnership with Snowplow Analytics, together providing organizations with a powerful end-to-end solution for understanding web event data. A leading event data collection platform, Snowplow allows businesses to capture detailed data from a website or business application and store it in an Amazon Redshift data warehouse. Connecting to Looker's in-database data discovery platform empowers organizations to model the valuable data they're collecting and convert it into actionable insights. Users can now drill into the details of individual customer or event records while performing complex analytics that inform business strategy.

"Both Looker and Snowplow take the same approach to driving value from data: we give our users the tools to model and mine data in very customized ways to suit their particular businesses and web applications. As a result, ours is a natural partnership," said Yali Sassoon, co-founder and analytics lead at Snowplow Analytics. "Our customers have always been able to collect detailed event-level data, and now we're excited to show them what they can do with that data through Looker's unique data discovery platform."

Businesses are striving to achieve a competitive advantage through the capture and analysis of event data, including micro-level detail about the specific online habits of visitors to a company's website. Event data is crucial for many industries, such as retail and media, which rely on insights into a customer's online journey to improve engagement and boost transactions. Snowplow and Looker offer a modern solution that, unlike existing approaches, allows businesses to unlock the full value of the web and event data they're collecting. They can now perform complex analytics including: attribution modeling, behavioral segmentation, customer lifetime value, cohort analysis and customer journey analytics.

End-to-End BI Solution
Both Looker and Snowplow are engineered to deal with very large datasets and to give organizations the power and flexibility to extract actionable business intelligence (BI) information, making the integration between Looker and Snowplow seamless. Snowplow collects data every time a user loads a page, watches a video, browses a product or views an ad -- capturing valuable non-aggregated information about how that user is engaging with the website or application. Snowplow then stores the information in a secure and scalable data warehouse powered by Amazon Web Services where it can be sliced and diced in infinite ways.

Organizations can then create powerful, highly-customized data models and use them to explore the data through Looker's business analytics platform, promoting a collaborative, curiosity-driven culture throughout the business. A web-based solution that can be deployed on any infrastructure, Looker relies on the underlying database for query processing, eliminating the need to pre-summarize or cube event datasets in order to analyze them. This frees organizations to build large volumes of event information, combine it with other sources, and take full advantage of the flexibility and scalability of the database -- without the need to move, re-architect or unsecure the data for analytics.

"Organizations need access to high-resolution event information so they can better understand the journeys their users are taking, how they're interacting with the site, how their marketing campaigns are performing and how engagement leads to sales," said Frank Bien, CEO of Looker. "Businesses can now implement a joint solution from Looker and Snowplow to collect detailed information and then explore and share the data in innumerable ways. The result, of course, is truly actionable information that streamlines user experience and improves the productivity of websites and applications."

Legacy BI tools are not engineered to handle the large volume of event data required to streamline user experience and increase productivity for today's rich websites and applications. These older tools approach big data by aggregating the data before analysis, limiting the precision with which organizations can understand individual events. In contrast, Looker operates 100 percent in-database, allowing customers to explore event-level data in detail down to an individual data point.

For more information about how organizations can build an end-to-end BI solution with Looker and Snowplow, click here.

About Looker
Looker is an inventive software company with a modern approach to unlocking the value of business data. Looker's web-based data discovery platform powers the work of data analysts while fueling (and fulfilling) the business user's curiosity -- creating a discovery-driven culture throughout the customer's organization. Looker was purpose-built to interact with the next generation of analytic databases, like Amazon Redshift, Amazon RDS, HP Vertica, Greenplum, Teradata Aster, and others. The company was founded by Lloyd Tabb, Principal Engineer at Netscape and former CTO of LiveOps. Investors in Looker include Redpoint Ventures, First Round Capital, and PivotNorth Capital. The company is based in Santa Cruz, CA. You can find more information at

About Snowplow
Snowplow is a web analytics platform with a difference. Rather than tell our users how they should analyze their data, Snowplow delivers event-level data in the customer's own data warehouse, on their own Amazon Redshift or Postgres database, so they can analyze it any way they choose. Snowplow is used by data-savvy media, retail, and SaaS businesses to better understand their audiences and how they engage with their websites and applications.

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