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How to connect Snowflake with Amplitude Analytics

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Image: BillionPhotos.com/Adobe Stock

Having a deep understanding of customer behavior data and product experience is a strategic way for companies to beat their competitors. Product and marketing teams can use customer data to understand consumer behavior for better business decision-making.

To automate the aggregation of behavioral data, developers came up with: Company Information and data repository tools like Amplitude and Snowflake to help businesses access actionable customer insights.

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However, with the recent merger between Amplitude and Snowflake, many users have figured out how to integrate both services for better data insights. Here’s how.

What is Snowflake?

Snowflake is a SaaS tool designed to support enterprise enterprises with data aggregation services such as data warehousing, data science, data lakes, data application development and data sharing.

The Snowflake architecture runs on the cloud capabilities of Amazon Web Services, Microsoft Azure and Google cloud platforms for large data storage. In addition, this data warehousing tool is the ideal option for businesses that do not want to allocate resources to the installation, management and support of internal servers because there is no hardware to install or configure.

What is Amplitude Analysis?

Amplitude Analysis is a powerful analytics solution with cross-platform monitoring, real-time analytics, strong behavioral analytics, enterprise-level security measures, and reliable customer support, designed to meet the needs of today’s product and growth teams.

Many business organizations and innovative teams use Amplitude to analyze and adapt their digital goods and increase the commercial value of their product innovation.

Benefits of Using Amplitude Analytics with Snowflake

The main purpose of using Snowflake data in Amplitude is to easily unlock valuable insights into consumer behavior and product experiences. With Snowflake housing all the necessary data needed to gain sufficient insight into your customers, you eliminate the Snowflake tool directly with Amplitude and eliminate unnecessary bottlenecks where you have to manually upload your data to Amplitude for data analysis.

With this connection, Amplitude and Snowflake customers can quickly acquire, process and extract value from their product data using the Snowflake Data Share interface to better understand their customers.

How to connect Snowflake to Amplitude

Method One: Add Snowflake to Amplitude as a Data Source

The first step to take when integrating Snowflake into Amplitude is to add Snowflake as a data source to your Amplitude project.

To do this, go to your Amplitude dashboard and select the project from the Project List tab.

Once this is done, select I Want to Import Data into Amplitude. This action lists Snowflake as one of the sources from which you want to import your data.

Image A

Image: Amplitude

The next step is to enter the credentials for the Snowflake instance you want to connect. The credentials displayed include:

  • Account Name: This is the account name of your Snowflake account. This is case sensitive.
  • Database: Choose a database name in which Amplitude can find the data.
  • Warehouse: the warehouse is used to guide SQL queries
  • Username: Your Amplitude username is required for authentication.
  • Password: Your password is used to authenticate users.

Figure B

Image: Amplitude

The next step is to grant Amplitude the necessary permissions, which can be done by copying the automatically generated SQL code as shown in the image above and running it in Snowflake.

After the SQL code has been executed, click the Next button in the top right corner of your screen to test the connection. After the test is complete and successful, click the Next button to go to the data selection page.

Figure C

Image: Amplitude

The next step is to choose your configuration options. The configuration options include:

  • Type of data: This tells Amplitude whether you are using group property data, user property data, or event data.
  • Import type: You can select one of the options below under this configuration.
  • Full sync: If you choose this option, Amplitude will periodically import the entire data set, whether it has already been imported or not. This is useful for data sets when the row data changes, but there is no easy way to tell which rows have changed.
  • Based on time: The Timestamp column in this option indicates that Amplitude regularly ingests the most current rows of data. Any data with timestamps after the most recent import will be included in subsequent imports, and the first import will contain all data that can be accessed. For this to work, you need to include the timestamp of the data entry into Snowflake.
  • Frequency: Under this option you can schedule choices ranging from five minutes to 4 weeks.

After you enter your configuration option, the final stage of this method is to test the Snowflake-to-amplitude connection.

To test your connection, click Test SQL as shown in the image below to examine how the data flows.

Figure D

Image: Amplitude

If there is no error message, click Finish. Once this is done, you will be notified that your Snowflake resource has been successfully activated.

Method Two: Set Up a Recurring Data Export to Snowflake

Here’s another method you can use for the Amplitude Snowflake integration process.

Follow the steps below to set up a recurring export of your Amplitude data to Snowflake. Users are expected to sign up for a premium account on Amplitude for this process to work.

On the Amplitude dashboard, navigate to the Data Destination tab. Select Snowflake under the Add more destination. This tab will take you to Export data to the Snowflake page.

On the Export data to Snowflake tab, choose the data you want to export to Snowflake.

Once this is done, carefully review the Event Table and Merge IDs table schemas and click Next. This will take you to the Export Setup tab.

To set up the export, you need to enter some credentials including account name on Snowflake, Warehouse, Database, Username and Password. These credentials are case sensitive and must be entered carefully.

Once completed, Amplitude creates a query that generates Snowflake objects in the right corner of the Snowflake Credentials section. Copy this search and paste it into your Snowflake account

Click Next to allow Amplitude to upload the details of the Snowflake credentials you entered earlier. Once this is successful, click Finish. This will automatically connect your Snowflakes and Amplitude to handle future analytics events.

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