Monday, 26 July 2021 15:49

Linktree looks to Snowflake to unify customer data

By
Linktree head of data Rosyll Xavier Linktree head of data Rosyll Xavier

Linking platform Linktree has selected data cloud company Snowflake to support its business intelligence and analytics activities.

"Since Linktree launched in 2016, we've grown exponentially, with 15 million global users and 30 thousand sign ups per day," said Linktree head of data Rosyll Xavier.

"The volume of data being generated has increased alongside this growth and we saw the need to develop a comprehensive data management strategy."

During 2020 it became clear that the database being used by the company was no longer up to the task, she said.

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"When we looked for solutions, Snowflake stood out because it offers more than just single-workload capabilities," said Xavier. "The fact that it is actually a data cloud means it is now easier for us to ingest, transform, and analyse data using just Snowflake's platform."

Linktree started using Snowflake for business intelligence processes, then moved on to analytics that would give customers a better view of how their audiences were engaging with Linktree.

The next step was to use Snowflake to support self-service BI for internal stakeholders, allowing them to create queries and get their reports in an automated way.

This has allowed additional parts of the business to make more use of data. "For example, our growth team is also increasing their use of data to support and better inform business decisions. This can ensure that our product roadmap is always closely aligned to our customer's real-world requirements."

She added "Having all data in a single location makes our BI capabilities very sophisticated.

"Previously we were being held back by having data in various silos, however, this is no longer a problem for us with Snowflake's single, integrated platform."

Xavier concluded "Snowflake is a valuable component of our IT infrastructure. It enables us to manage our growing data volume and extract as much business value from it as possible."


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Stephen Withers

Stephen Withers is one of Australia¹s most experienced IT journalists, having begun his career in the days of 8-bit 'microcomputers'. He covers the gamut from gadgets to enterprise systems. In previous lives he has been an academic, a systems programmer, an IT support manager, and an online services manager. Stephen holds an honours degree in Management Sciences and a PhD in Industrial and Business Studies.

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