Integrate Hubspot Data with Snowflake for Useful Analytics and Activation
A Step-by-Step Guide
Make the Most of Your Hubspot Data in Snowflake
Hubspot and Snowflake are a natural fit for data modeling, business intelligence and data activation – especially for retail brands interested in optimizing their overall business performance, acquisition and retention marketing programs, and merchandising and fulfillment operations decisions.
Hubspot makes it easy for your entire company to work together — from marketing, to sales, to customer service. Each hub is powerful alone, but they're even better together. Snowflake enables every organization to mobilize their data with Snowflake’s Data Cloud. Customers use the Data Cloud to discover and securely share data, power data applications, and execute diverse AI/ML and analytic workloads. Together, the software application and cloud data tooling provide business and data practitioners with an opportunity to analyze and optimize email, SMS and campaign automation to drive profitable growth.
Connect to Hubspot
The first step toward useful, modeled Hubspot data in Snowflake is to connect the source and destination systems. There are many legacy tools available in market that handle the ETL or ELT transfer of Hubspot data to Snowflake, and there are emerging tools that accomplish this transfer while providing value-added services like local data logging, and semantic data labeling and mapping along the way – making Hubspot data modeling, analytics and activation easier once the data is landed in Snowflake.
To connect to Hubspot, follow these easy steps
Open SoundCommerce in any browser. Open the “Intelligent Pipeline” application from the top right navigation menu. Select “Sources” from the left navigation menu. Choose “Add New Source” from within the Sources pane to open the data source library.
Search or browse to find “Hubspot” within the data source library.
Complete the “Connection Setup” form with your credentials and token to securely connect to Hubspot and begin collecting source data.
Log Hubspot Data for Flexible Modeling in Snowflake
There are a few more considerations to address along the way. First, what happens if Hubspot is unavailable for some reason, or the data you’re expecting has been purged by Hubspot? What happens when Hubspot changes their API schemas and data scope? What happens if you need to reinterpret your Hubspot data for a new use case in the future?
You’ll want your Hubspot data immutably logged locally, just upstream of Snowflake to ensure you have the data and data flow flexibility you need to future-proof your Hubspot data and models. SoundCommerce provides permanent logging of Hubspot data upstream of Snowflake to ensure failover and future-proofing. Regardless of how you connect your Hubspot and Snowflake data, you’ll want a data lake or event log in the middle to ensure data integrity and modeling flexibility.
Define and Label Hubspot Data for Snowflake
As new technologies arise and best practices evolve, traditional integration tools like ETL and ELT data pipelines are giving way to intelligent pipelines that help prep data for Snowflake starting at ingest. Simply moving JSON from Hubspot to Snowflake leaves all the work for your data team in Snowflake.
As you onboard your Hubspot data into Snowflake, you’ll want to create semantic labels and metadata that describe the Hubspot data for easier unification and modeling across other systems and data in Snowflake.
There are third-party solutions that will catalog your Hubspot data and generate semantic labels and mappings after you’ve landed it in Snowflake. With SoundCommerce, the Hubspot data is defined and labeled on its way into Snowflake instead, to avoid this costly rework later. You’ll end up with business-ready entities like orders, customers, products and campaigns, making it much easier to model your Hubspot data in Snowflake.
Map Hubspot Entities to Snowflake
Once the raw Hubspot data has been organized into useful entities, it’s time to map the Hubspot data into useful tables in Snowflake.
Why do defined and labeled entities from Hubspot matter so much? The main reason is that Hubspot data needs to be combined with data from other SaaS and on-premise software systems in useful ways. Landing raw Hubspot data in Snowflake without this semantic understanding means data engineering and analyst teams must do all of the heavy lifting regarding the meaning of the Hubspot data and the standardization of the meaning of that Hubspot data from scratch in Snowflake.
Defining, labeling and mapping the Hubspot data on the way in means much less effort once the data is landed in Snowflake.
Materialize Hubspot Data in Snowflake
Next, you’ll establish a secure connection to Snowflake:
Select “Destinations” from the left navigation menu. Choose “Add New Destination” from within the Destinations pane to open the data destination library.
Complete the “Connection Setup” form to securely connect to Snowflake to establish a secure destination for your labeled, mapped and modeled data.
That’s it! You now have logged, labeled and mapped data from Hubspot flowing securely to Snowflake.
Model Hubspot Data in Snowflake
Once you have well-formed entities from Hubspot onboarded to Snowflake, it’s time to build useful analytical and behavioral models on the Hubspot data – and combine the Hubspot data with data sets from other systems in Snowflake for more advanced, cross-dimensional analysis.
You can build your own analytical models on the Hubspot data in Snowflake using languages like SQL and Python, organized into model libraries in tools like DBT or Coalesce. With SoundCommerce, you get prebuilt analytical models for Hubspot running in Snowflake, with ready access to the model source code in DBT.
Host the Modeled Hubspot Data in Snowflake for Analytics
Snowflake supports reporting and visualization through a wide variety of analytics tools including Sigma, Tableau, Looker, Power BI and Microstrategy to name a few. You can build your own dashboards, tabular views and graphs in any of these tools to reveal insights about Hubspot in your Snowflake models. SoundCommerce provides pre-built embedded reports in Sigma to reduce the time, cost and risk of BI reporting of Hubspot data out of Snowflake – so you can start making better decisions and taking better action as soon as you’ve connected Hubspot to Snowflake.
Host the Modeled Hubspot Data in Snowflake for Campaign and Customer Activation
Whether your marketing team uses Hubspot for activation – or uses other tools and channels or both to take action on the data – you’ll want to be able to easily move your modeled Hubspot data in Snowflake to your most important marketing applications.
If you’ve followed the steps above to properly onboard and model your Hubspot data in Snowflake, it’s easy to use reverse ETL (rETL) tools like Census or Hightouch to orchestrate the data from there, or use SoundCommerce native orchestrations to push data into common channels and applications like Facebook, Instagram, TikTok, Braze, Klaviyo, Insider or Dynamic Yield to put the Hubspot data in Snowflake to use!
Getting Your Hubspot Data Defined, Labeled, Mapped and Modeled in Snowflake is Easy!
SoundCommerce can automate the steps necessary to bring Hubspot data into Snowflake, addressing the key functions of raw Hubspot data logging, Hubspot semantic definitions and mappings, and pre-built Hubspot data models that are analytics- and activation ready in Snowflake.
Contact us today to get started with Hubspot in Snowflake!
Technical Resources for Integrating
Hubspot Data with Snowflake
More information and technical specifications for data collection from Hubspot is available at:
More information and technical specifications for data ingest into Snowflake is available at: