Integrate Snapchat Data with Snowflake for Useful Analytics and Activation

A Step-by-Step Guide

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Make the Most of Your Snapchat Data in Snowflake

Snapchat 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.

Snapchat is a multimedia messaging app where users can send photos and videos that disappear after being viewed. It features Stories, a format for sharing temporary content with friends, and Discover, a platform for content creators and publishers. Snapchat is known for its unique filters, lenses, and a focus on ephemeral, visual communication. 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 digital marketing, social and paid media channels to drive profitable growth.

Connect to Snapchat

The first step toward useful, modeled Snapchat 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 Snapchat 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 Snapchat data modeling, analytics and activation easier once the data is landed in Snowflake.

To connect to Snapchat, 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 “Snapchat” within the data source library.

  • Complete the “Connection Setup” form with your credentials and token to securely connect to Snapchat and begin collecting source data.

Log Snapchat Data for Flexible Modeling in Snowflake

There are a few more considerations to address along the way. First, what happens if Snapchat is unavailable for some reason, or the data you’re expecting has been purged by Snapchat? What happens when Snapchat changes their API schemas and data scope? What happens if you need to reinterpret your Snapchat data for a new use case in the future?

You’ll want your Snapchat data immutably logged locally, just upstream of Snowflake to ensure you have the data and data flow flexibility you need to future-proof your Snapchat data and models. SoundCommerce provides permanent logging of Snapchat data upstream of Snowflake to ensure failover and future-proofing. Regardless of how you connect your Snapchat 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 Snapchat 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 Snapchat to Snowflake leaves all the work for your data team in Snowflake.

As you onboard your Snapchat data into Snowflake, you’ll want to create semantic labels and metadata that describe the Snapchat data for easier unification and modeling across other systems and data in Snowflake.

There are third-party solutions that will catalog your Snapchat data and generate semantic labels and mappings after you’ve landed it in Snowflake. With SoundCommerce, the Snapchat 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 Snapchat data in Snowflake.

Map Snapchat Entities to Snowflake

Once the raw Snapchat data has been organized into useful entities, it’s time to map the Snapchat data into useful tables in Snowflake.

Why do defined and labeled entities from Snapchat matter so much? The main reason is that Snapchat data needs to be combined with data from other SaaS and on-premise software systems in useful ways. Landing raw Snapchat 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 Snapchat data and the standardization of the meaning of that Snapchat data from scratch in Snowflake.

Defining, labeling and mapping the Snapchat data on the way in means much less effort once the data is landed in Snowflake.

Materialize Snapchat 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 Snapchat flowing securely to Snowflake.

Model Snapchat Data in Snowflake

Once you have well-formed entities from Snapchat onboarded to Snowflake, it’s time to build useful analytical and behavioral models on the Snapchat data – and combine the Snapchat data with data sets from other systems in Snowflake for more advanced, cross-dimensional analysis.

You can build your own analytical models on the Snapchat 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 Snapchat running in Snowflake, with ready access to the model source code in DBT.

Host the Modeled Snapchat 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 Snapchat in your Snowflake models. SoundCommerce provides pre-built embedded reports in Sigma to reduce the time, cost and risk of BI reporting of Snapchat data out of Snowflake – so you can start making better decisions and taking better action as soon as you’ve connected Snapchat to Snowflake.

Host the Modeled Snapchat Data in Snowflake for Campaign and Customer Activation

Whether your marketing team uses Snapchat 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 Snapchat data in Snowflake to your most important marketing applications.

If you’ve followed the steps above to properly onboard and model your Snapchat 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 Snapchat data in Snowflake to use!

Getting Your Snapchat Data Defined, Labeled, Mapped and Modeled in Snowflake is Easy!

SoundCommerce can automate the steps necessary to bring Snapchat data into Snowflake, addressing the key functions of raw Snapchat data logging, Snapchat semantic definitions and mappings, and pre-built Snapchat data models that are analytics- and activation ready in Snowflake.

Contact us today to get started with Snapchat in Snowflake!

Technical Resources for Integrating
Snapchat Data with Snowflake

More information and technical specifications for data collection from Snapchat is available at:

Snapchat API Documentation

More information and technical specifications for data ingest into Snowflake is available at:

Snowflake API Documentation

Integrate and Model Snapchat Data in Snowflake