Snowflake Roped In by Linktree to Expand Data Analytics Capabilities and Unify Customer Data
Shaivi Chapalgaonkar | July 26, 2021
Linktree, a market-leading linking platform, has collaborated with Snowflake, a data cloud company, to support the company’s business intelligence and analytics activities.
Linktree allows content creators, brands, artists, publishers, agencies, and businesses to curate an online ecosystem and monetize their passion, instantly guiding their audience to the destinations they care about. It holds a 90 per cent market share and is being used by the likes of TikTok, Selena Gomez, Red Bull, Metallica, Facebook, the Los Angeles Clippers, Jessica Alba, Comedy Central, and HBO.
Rosyll Xavier, Head of Data at Linktree, said that it became clear in 2020 to the senior management that the database being used by the company was no longer up to the task. Linktree realized the need for a scalable, sophisticated data platform the best to best support its growth moving forward was necessary to set the company up for scale.
The company began using Snowflake to support its business intelligence activities. They scoured usage data for trends to ensure that strategic decisions were being based on an accurate picture of what was occurring in the market.
Xavier said the next step was to use Snowflake as the supporting platform for a self-service BI offering for internal stakeholders. Rather than needing to rely on an analytics team, internal stakeholders would create queries and get their reports in an automated, self-serve way. The new self-service capabilities now in place are allowing other parts of the business to make more use of data.
Snowflake’s Secure Data Sharing capabilities can be leveraged securely and seamlessly by Linktree which had not been previously possible.
For Linktree’s users, the analytics platform is powered by Snowflake. Brands, creators, and entrepreneurs can easily query their data and get insights into a range of factors to help inform their social media strategy, or simply understand their audience better.
Snowflake enables every organization to mobilize their data with Snowflake's Data Cloud. Customers use the Data Cloud to unite siloed data, discover and securely share data, and execute diverse analytic workloads. Snowflake delivers a single data experience that spans multiple clouds and geographies no matter where the users or the data lives. Thousands of customers across many industries, including 187 of the 2020 Fortune 500 as of April 30, 2021, use Snowflake Data Cloud to power their businesses.
Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem, engage with their audience and monetise their passion. The platform is utilised by more than 15 million users globally including TikTok, Selena Gomez, Red Bull, Alicia Keys, Facebook, the Los Angeles Clippers, Jessica Alba, Comedy Central and HBO. Founded by brothers Alex and Anthony Zaccaria and Nick Humphreys in 2016, Linktree is headquartered in Melbourne, Australia.