Snowflake, the Data Cloud company, has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities.
Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care about. Holding 90% of the market share, the platform is used by the likes of TikTok, Selena Gomez, Red Bull, Metallica, Facebook, the Los Angeles Clippers, Jessica Alba, Comedy Central, and HBO.
“Since Linktree launched in 2016, we’ve grown exponentially, with 15 million global users and 30 thousand sign ups per day,” said Rosyll Xavier, Head of Data at Linktree. “The volume of data being generated has increased alongside this growth and we saw the need to develop a comprehensive data management strategy.”
Xavier said during 2020, it became clear to senior management that the database being used by the company was no longer up to the task. To set the company up for scale, Linktree realised the need for a scalable, sophisticated data platform to best support its growth moving forward.
“When we looked for solutions, Snowflake stood out because it offers more than just single-workload capabilities,” said Xavier. “The fact that it is actually a Data Cloud means it is now easier for us to ingest, transform, and analyse data using just Snowflake’s platform.”
Linktree began by 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.
“We then built analytics to give our customers a better view and control over how their audience was engaging with their Linktree. Snowflake played a key role in helping us deliver near-real-time data so customers were always provided the most accurate picture possible.”
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-served way.
“Having all data in a single location makes our BI capabilities very sophisticated,” said Xavier. “Previously we were being held back by having data in various silos, however, this is no longer a problem for us with Snowflake’s single, integrated platform.”
Xavier said the new self-service capabilities now in place are allowing other parts of the business to make more use of data.
“For example, our growth team is also increasing their use of data to support and better inform business decisions. This can ensure that our product roadmap is always closely aligned to our customer’s real-world requirements.”
Linktree can now leverage Snowflake’s Secure Data Sharing capabilities seamlessly and securely, which had previously not been possible.
For Linktree’s users, the analytics platform is powered by Snowflake. Brands, creators, and entrepreneurs can easily query their own data and get insights into a range of factors to help inform their social media strategy, or simply understand their audience better.
“Snowflake is a valuable component of our IT infrastructure. It enables us to manage our growing data volume and extract as much business value from it as possible.”