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Wednesday 13 January 2021

Snowplow's behavioural analytics attracts $10m funding

Snowplow logoWith its open source data management platform, London-based startup Snowplow Analytics brings two trends together – a focus on behavioral data management, delivered through a series of building blocks that play towards the need to operationalise analytics by making the capabilities available and accessible to data teams. 

Rather than providing packaged analytics, the Snowplow approach provides the flexibility to define how data is collected, structured, processed and modeled. The overall proposition has attracted $10m funding in a round led by Atlantic Bridge, with existing investor MMV Ventures also participating. 

Raw behavioral data is core to personalisation, to making better predictions and customer recommendations, because it examines what happens and how things happens to inform the ‘why’ of customer behavior. It is becoming a crowded market with specialist and emerging suppliers like Amplitude, Syntasa, Adatis operating alongside larger established  operations such as Google Analytics and Adobe, but appetite for behavioral data analysis is increasing. Snowplow itself has c.150 customers, including The Economist, Nordstom, Gousto, across a range of industry sectors. 

Posted by: Angela Eager

Tags: funding   software   startups  

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