Snowplow Behavioral Data Platform & Signals

Snowplow is a behavioral data company started in 2012 by founders Alex Dean and Yali Sassoon, with its operating entity Snowplow Analytics Limited registered in London, United Kingdom. It helps organizations collect, validate and own first-party behavioral data about customers across websites, apps and other touchpoints, so that a single governed record of customer activity can feed analytics, personalization and AI.

The platform provides 35+ first-party trackers and webhooks, in-stream enrichments, schema-validated custom events, data quality monitoring and streaming delivery into a warehouse, lake or stream. A newer layer called Signals serves calculated attributes and real-time customer context to AI agents, including through an MCP server. Customers named on the site include Strava, HelloFresh, Burberry and DPG Media.

• Event tracking: 35+ first-party trackers and webhooks collect behavioral events from sites and apps.
• Schema validation: custom events are validated against schemas and failed events are monitored.
• In-stream enrichment: events are enriched as they stream through the pipeline.
• Warehouse and lake delivery: data streams to a warehouse, lake or stream, including Databricks via Iceberg.
• Signals: calculated attributes and real-time context are served to applications and AI agents.
• Identity models: dbt packages build identity models on the warehouse.

A Vietnamese e-commerce marketplace can track on-site behavior into its own warehouse to drive recommendations. A bank's digital app team can build a unified event stream for next-best-action models. A telecom or media company can feed real-time customer context to AI agents.

Gives the buyer ownership of granular first-party behavioral data instead of locking it in a packaged analytics tool. Schema validation and data quality monitoring reduce broken tracking. Data lands in the customer's own warehouse or lake, which supports unified customer views. A 14-day free trial lets teams test the pipeline before committing.

Enterprises are shifting toward warehouse-centric customer data stacks and need governed first-party data as third-party cookies fade and AI agents require real-time customer context. In Vietnam and Southeast Asia, retailers, banks and digital platforms building customer 360 views face the same need for owned behavioral data.

Founded 2012; registered office in London, United Kingdom; about 130+ employees per its about page. Listed in The Software Report Top 25 Data Management and Analytics Companies 2025 and DBTA 100 2025. Moved to the Snowplow Limited Use License in January 2024.