data democratization

ABOUT THIS EPISODE
In this episode, I will talk to Yali Sassoon - the co-founder of Snowplow Analytics - about the Future of Customer Journey Analytics. Understanding their customers is a key desire of companies, whether in marketing, product or another context. Yet, for most brands, it remains challenging. Why is that? How can we overcome these challenges? What‘s the benefit of doing so?

The world of customer journey tracking and analytics is at an exciting turning point. Many would say it‘s a big unknown future ahead, which is limiting our customer understanding. However, I see it as a big opportunity that comes with the necessity to change and adapt. From years of „let‘s track and analyze everything we can“, to digitally naked and exposed users - finally, personal data privacy and fit-for-purpose analytics will take over. What will the Future of Customer Journey Analytics look like? How will legislation (like GDPR etc.), ITP, and all other sorts of tracking prevention techniques shape it? But most importantly: What can I do as a company to stay ahead of the competition and not get lost?

Yali is the co-founder of Snowplow, the „behavioral data platform“. Clients use Snowplow for different reasons, from having a fully controlled Google Analytics alternative to building their own data pipeline in-house to empowering advanced data use cases. It‘s also the third most-used web analytics tracker worldwide, so Yali and his colleagues are real experts when it comes to understanding and analyzing customer behavior (way beyond web analytics). I‘ve seen and built many business intelligence setups with Snowplow raw data as a core source of the user clickstream, it‘s a joy to work with and we will explain why in this episode, too.

ABOUT THIS EPISODE
Many companies who seek to become more data-driven have it on their target list: Building a "Single Source of Truth". That's a term coined in the world of business intelligence, which has the idea to bring all data analysis and insights together in one place, or one system.

It's the exact opposite of the situation lots of companies still phase: having data silos all over the place, that limit their ability to connect and integrate data for holistic decisions.

Is such a Single Source of Truth the Holy Grail for business analytics or data democratization? Or is it just overrated? Maybe we should ask, is it even realistic to achieve - and how?

I will talk with Nate Spohn, VP EMEA at Fivetran - a solution that puts all your data integration efforts on autopilot. Fivetran is a YCombinator alumnus, backed by Andreessen Horowitz and other leading investors, and valued >$1.2B. Fivetran helps companies to build modern data stacks and solutions, so I'm sure Nate can share valuable insights from their client base.