Profile

In 2012, the founders, Alex Dean and Yali Sassoon, saw a clear problem: companies struggled to access behavioral data that truly revealed how customers act and engage. Existing digital analytics tools were either black boxes or too rigid—data was trapped inside packaged platforms like Google Analytics. Data and analytics teams were wasting countless hours extracting fragmented data, with little time left for real insight or innovation. Determined to change this, Alex and Yali built Snowplow to give companies full transparency and control over their customer data.

Today, Snowplow empowers organizations to generate, model, and own rich, real-time behavioral data across the entire customer journey. The platform has grown into the leading customer data infrastructure for digital-first companies that build on trusted, first-party data.

Snowplow is the global leader in customer data infrastructure for AI, enabling every organization to transform raw behavioral data into governed, high-fidelity fuel for AI-powered applications—including advanced analytics, real-time personalization engines, and AI agents. Digital-first companies like Strava, HelloFresh, Auto Trader, Burberry, and DPG Media use Snowplow to collect and process event-level data in real time, delivering it securely to their warehouse, lake, or stream, and integrate deep customer context into their applications. Thousands of companies rely on Snowplow to uncover customer insights, predict customer behaviors, hyper-personalize customer experiences, and detect fraud in real time.

Learn more: www.snowplow.io

Key Products

• Snowplow Customer Data Infrastructure
  
  Collect, validate, enrich, and transform first-party data across your digital estate with 35+ trackers and 15+ dedicated enrichments with the Snowplow’s data pipeline. Process billions of events without performance impact while maintaining user tracking for up to 2 years, even with ITP limitations. Load AI-ready data to your warehouse, lake, or real-time stream without third-party dependencies.


• Snowplow Signals: Customer Intelligence For AI
  
  Profile Store
  
  Access comprehensive customer context through a low-latency API that combines real-time behavior with historical data. The Profiles Store integrates streaming and batch engines to compute user attributes from all your customer data sources, making them instantly available to your product applications and AI agents.
  
  Interventions
  
  Identify key customer journey moments and automatically trigger personalized interactions in real time, via the Interventions Engine. Define intervention rules using both real-time behaviors and historical context, enabling your applications to deliver timely, relevant experiences that drive conversion, reduce churn, and increase customer lifetime value.
  
  


• Snowplow Extensions
  
  Reverse ETL
  
  Extend your Snowplow customer data infrastructure (CDI) with Reverse ETL, Powered by Census, which seamlessly syncs your first-party behavioral data directly to 200+ business tools and operational systems like CRMs, marketing platforms, and analytics tools, directly from your warehouse. Enable your teams to create and sync audiences while maintaining complete data governance.
  
  Audience Hub
  
  Empower marketing, growth, and analytics teams with an intuitive, no-code audience builder. Easily define audience segments based on behavioral data and other demographic and transactional data in your warehouse—without relying on SQL or engineering. Deliver your customer segments instantly across marketing, sales, advertising, and CX platforms. Ensure consistent marketing messages, ad targeting, and customer experiences based on the most updated customer behavioral data in your warehouse or lakehouse.

Customer Insights

Customer quotes free to use: 

“We would not have achieved our current level of self-serve data without Snowplow. It has enabled us to democratize our data culture, significantly improving our analytics coverage and deepening our insights.” — Daniel Huang, Data Engineer, Strava

“A shopper who browses products on Burberry.com is telling us something about what she really wants. Thanks to Databricks Lakehouse Platform and Snowplow, we can build an AI-Ready Customer 360 so our client advisors have that information from the moment she walks into our store — and can deliver a personalized NextGen customer experience (CX).” — Benjamin Stephens, Senior Manager, Burberry

“Snowplow immediately changed the way we think about tracking in our day-to-day. The marketing team started to proactively ask about tracking for new features, way up front in the process. This behavioral change proved the value of Snowplow from the outset.” — Robin Patel, Head of Data & Analytics, Secret Escapes

“Snowplow Signals provides our product and engineering teams with the real-time customer intelligence infrastructure they need to build adaptive, AI-powered experiences into our FindMyPast product…It’s a game-changer for hyper-personalizing each user’s deeply unique and personal experience.” — Anup Purewal, Chief Data Officer, DC Thomson

All customer stories can be found here: https://snowplow.io/customers

Key Executives

Alex Dean, Co-Founder and CEO

Alexander is a keen technologist with a passion for functional programming, cloud-based architectures and big data technologies. He also has a passion for innovation and organizational change. Before co-founding Snowplow, Alexander worked in technology roles at OpenX and in the Business Intelligence department at Deloitte Consulting, as well as strategy roles at Fathom Partners and Keplar LLP. Alexander holds a BA in History from the University of Cambridge.

Yali Sassoon, Co-Founder and CTO

Yali is principally focused on empowering data teams to meet the challenges they face around data delivery, meaning, quality, and governance. Before co-founding Snowplow in 2012, Yali worked with data in a number of roles, including as a commercial analyst at OpenX, a strategy consultant at PwC, and an operations consultant at Maersk Shipping and Vestas Wind Systems. Yali has an MPhil in history and philosophy of science and a BA in natural sciences, both from the University of Cambridge.

Todd Boes, CPO

Boes brings over 30 years of experience as a strategic product leader in data technology companies, including Genscape, Swirl Networks, Yahoo, and Sybase. With a distinguished career that spans adtech, martech, and IoT, Boes has played a pivotal role in shaping the enterprise software landscape, driving innovation in category-leading companies, and contributing to the formation of the streaming video and advertising industries.

Brian Cohen, COO

Cohen joins with more than 30 years of experience scaling high-growth tech companies. Most recently, he worked for B2B data company DemandScience as Chief Financial Officer, before which he was CFO of cloud-native observability platform Logz.io; cybersecurity specialist BitSight Technologies; and loud infrastructure provider DigitalOcean.

Alex Lee, SVP of Sales

Lee previously served as Head of Sales at Peregrine which helps government institutions make data-driven decisions, and before this was SVP, Global Sales at customer data platform BlueConic; and Regional VP, Enterprise Corporate Sales at Salesforce. He also spent nearly a decade at Forrester Research, latterly as Director, Sales UK and Nordics.

Michele Szabocsik, VP of Marketing

Michele has 15 years of experience from various perspectives within the digital marketing and advertising ecosystem. Previously at BlueConic as the head of marketing, she launched and ran the product marketing department at multi-touch attribution leader, Visual IQ, before its acquisition by Nielsen just over 2 years later. Michele also spent more than 8 years in digital media planning/buying and analytics roles serving Fortune 500 brands at global media agencies, Carat and Havas.

John Peikos, SVP of Engineering

Piekos has over 25 years of experience in building, leading and scaling high-performance data products and platforms. Previously, Piekos was the Senior Director, Engineering at Cloudera following their acquisition of Cazena, leading a global team delivering fully managed SaaS Data Lakes, real-time analytics and machine learning applications across AWS and Azure. Before joining Cazena, Piekos was the Vice President of Engineering and Chief Security Officer at VoltDB.

Larry Simmons, SVP of Technical Services

With an extensive technical background in AI, PaaS, SaaS, digital transformation, and web infrastructure at companies such as the Broad Institute of MIT & Harvard, HqO, Tamr, and Acquia, Simmons has a strong reputation for developing high-performing technical teams and managing global customer relationships.

Conor Doyle, VP of Partnerships

Prior to joining Snowplow, Conor was with CloudSphere, Atlantic Bridge, and Rocket Internet SE. At Rocket Internet, Conor served as the Marketing Intelligence for companies such as Jumia, EatFirst, Helpling, and SpaceWays. Prior to that, Conor worked as an engineer for Aer Lingus. Conor Doyle has a Bachelor’s degree in Mechanical Engineering from University College Dublin. Conor also has a Master of Engineering (M.Eng.) in Mechanical Engineering with Business from University College Dublin.

Ari Daskalakis, VP of Global Sales Engineering

Daskalakis has more than 33 years of sales engineering and management experience. Prior to joining Snowplow, Daskalakis was Senior Manager of Solutions Architecture at AWS, covering mid-enterprise accounts in the New England region. In addition, Daskalakis was previously VP, Global Sales Engineering & Services at Sqrrl (acquired by Amazon), and VP, Global Sales Engineering at Vertica Systems (acquired by HP).

Sam Welch, VP of Finance

Samantha Welch is the Vice President of Finance at Snowplow, where she has spent nearly seven years shaping and scaling the company’s financial strategy. Since joining in 2018, Samantha has held multiple leadership roles—starting as Finance Manager, then Head of Finance, before stepping into the VP role in 2022. She has been instrumental in guiding Snowplow through multiple growth stages, funding rounds, and international expansion efforts.

Prior to Snowplow, Samantha built her finance career at Channel 4, one of the UK’s leading broadcasters. Over four years, she worked across commercial finance roles, supporting business development, partnerships, and digital sales with financial modeling, deal reviews, and strategic insights.

Samantha is a Fellow of the ACCA and holds a Master’s in Professional Accountancy from UCL (University of London), as well as a Bachelor’s in Accounting and Finance from the University of Hertfordshire. Known for her analytical rigor and cross-functional collaboration, she brings a strong commercial lens to financial leadership in high-growth tech environments.

Investors

• https://www.businesswire.com/news/home/20230615023470/en/Databricks-Ventures-Invests-in-Snowplow


• https://snowplow.io/blog/snowplow-announces-series-b

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