Linktree selects Snowflake platform to support intelligence and analytics
Snowflake has announced it's been chosen by Linktree to support the company's business intelligence and analytics activities.
The Linktree platform is used by TikTok, Selena Gomez, Red Bull, Metallica, Facebook, the Los Angeles Clippers, Jessica Alba, Comedy Central, and HBO, and holds 90% of the market share. The company's service allows creators to place a short link in their bio that navigates to a webpage with the active links they want.
“Since Linktree launched in 2016, we've grown exponentially, with 15 million global users and 30 thousand sign-ups per day,” says 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.
According to Linktree, during 2020, it became clear to senior management that the company's database solution was no longer up to the task. To set the company up for scale, the company says it realised the need for a scalable data platform to best support its growth moving forward.
“Snowflake stood out when we looked for solutions because it offers more than just single-workload capabilities,” says Xavier.
“The fact that it is a Data Cloud means it is now easier for us to ingest, transform, and analyse data using just Snowflakes platform.
Linktree began by using Snowflake to support its business intelligence activities. The company scoured usage data for trends to ensure that strategic decisions were based on an accurate picture of what was occurring in the market.
“We then built analytics to give our customers a better view and control over how their audience was engaging with their Linktree,” says Xavier.
“Snowflake played a key role in helping us deliver near-real-time data, so customers were always provided with the most accurate picture possible.
She says the next step was to use Snowflake as the supporting platform for a self-service BI offering for internal stakeholders. Rather than relying on an analytics team, internal stakeholders would create queries and get their reports in an automated, self-serve method.
“Having all our data in a single location makes our BI capabilities very sophisticated. Previously, we were held back by having data in various silos; however, this is no longer a problem for us with Snowflakes single, integrated platform.
“The self-service capabilities now in place are allowing other parts of the business to make more use of data. Snowflake is a valuable component of our IT infrastructure. It enables us to manage our growing data volume and extract as much business value as possible.”