Snowflake, the Data Cloud company, today announced that it has been selected by Linktree, the industry’s leading liaison platform, to support the company’s business intelligence and analytics activities.
Linktree empowers creators, brands, artists, publishers, agencies and businesses of all sizes to manage an online ecosystem and monetize their passion, instantly guiding their audience to the destinations they care about. Holding 90 percent of the market share, the platform is used by TikTok, Selena Gomez, Red Bull, Metallica, Facebook, Los Angeles Clippers, Jessica Alba, Comedy Central and HBO.
“Since the launch of Linktree in 2016, we have grown exponentially, with 15 million users worldwide and 30,000 registrations per day,” said Rosyll Xavier, data manager at Linktree. [pictured]. “The volume of data generated has increased with this growth and we have seen the need to develop a comprehensive data management strategy. “
Xavier said that during 2020 it became clear to senior management that the database used by the company was no longer up to par. To prepare the business for scale, Linktree realized the need for a scalable and sophisticated data platform to best support its growth in the future.
“When we looked for solutions, Snowflake stood out because it offers more than single workload capabilities,” said Xavier. “The fact that it is in fact a Data Cloud means that it is now easier for us to ingest, transform and analyze data using only the Snowflake platform. “
Linktree started out by using Snowflake to support their business intelligence activities. They scoured usage data for trends to ensure that strategic decisions were based on an accurate picture of what was happening in the market.
“We then created analytics to give our customers a better view and control over how their audience was interacting with their Linktree. Snowflake has played a key role in helping us deliver near real-time data so customers always have the most accurate picture possible.
Xavier said the next step is to use Snowflake as a support platform for a self-service BI offering for internal stakeholders. Rather than having to rely on an analysis team, internal stakeholders would create cases and obtain their reports in an automated and self-service manner.
“Having all the data in one place makes our BI capabilities very sophisticated,” Xavier said. “We used to be held back by the fact that data was spread across various silos, but that’s no longer a problem for us with Snowflake’s unique integrated platform.
Xavier said the new self-service capabilities now in place allow other parts of the business to make more use of the data.
“For example, our growth team is also increasing its use of data to support and better inform business decisions. This can ensure that our product roadmap is always closely aligned with the actual requirements of our customers.
Linktree can now take advantage of Snowflake’s secure data sharing capabilities transparently and securely, which was not possible before.
For Linktree users, the analytics platform is powered by Snowflake. Brands, creators and entrepreneurs can easily query their own data and gain insight on a range of factors to help inform their social media strategy, or just better understand their audience.
“Snowflake is a valuable part of our IT infrastructure. This allows us to manage our growing volume of data and extract as much business value from it as possible. “