How to Connect Snowflake to Amplitude Analytics? | 3 Easy Steps

• June 17th, 2022

Snowflake to Amplitude - Featured Image

Snowflake is a Data Storage Platform that offers a Cloud-based Data Warehouse-as-a-Service. The platform is designed for the cloud, focused on immediate, secure, and controlled access to a complete data network. It is designed to support a wide range of data workloads, providing a single platform for creating modern data applications. At a fraction of the cost of other cloud solutions, it combines the power of Data Warehousing, the flexibility of Big Data Platforms, and the elasticity of the cloud.

Amplitude is a Product Intelligence Platform that enables businesses to leverage consumer data and create outstanding product experiences that drive sustainable business success. Amplitude is a cross-platform Business Intelligence Solution for modern product and growth teams.

This article will guide you through the step-by-step procedure to connect Snowflake to Amplitude. It will also give you an overview of Snowflake and Amplitude before getting into the Snowflake to Amplitude integration steps. Continue reading to learn how to execute Snowflake to Amplitude Migration.

Table of Contents

What is Snowflake?

Snowflake Logo: Snowflake to Amplitude | Hevo Data
Image Source: Medium

Snowflake is a modern Cloud Data Warehousing Solution available as a SaaS service. It is constructed on the architecture of Amazon Web Services, Microsoft Azure, or Google Cloud Platform and provides an infinite platform for storing and retrieving data. Snowflake Data Warehouse employs a proprietary SQL Database Engine with a cloud-specific architecture.

Snowflake requires no hardware or software to be chosen, installed, configured, or managed, making it the perfect solution for enterprises that do not want to allocate resources for the setup, maintenance, and support of in-house servers. Snowflake security and sharing capabilities enable enterprises to instantly exchange and safeguard data in real-time using any ETL solution. 

Snowflake’s design is highly compatible with Big Data flexibility. When compared to other Data Warehouses on the market, Snowflake is noted for its scalability and relative ease of use.

Snowflake Architecture: Snowflake to Amplitude | Hevo Data
Image Source: Snowflake

Key Features of Snowflake

  • Scalability: Snowflake’s design splits its “Compute” and “Storage” elements, allowing for alternative scalability. Customers can utilize and pay for both services independently as a result.
  • Security: Snowflake supports improved authentication techniques such as Two-Factor Authentication and SSO via Federated Authentication. You can restrict account access by safe listing IP addresses.
  • Better Decision Making: Snowflake allows you to eliminate data silos and provide access to essential insights throughout your organization. This is a critical first step in bettering partner relationships, optimizing pricing, lowering operational costs, increasing sales effectiveness, and so on.
  • Improved User Experience: Snowflake gives you a deeper understanding of user behavior and product use. Data may also be used to enhance consumer satisfaction, expand product offers, and encourage data science innovation.
  • Better Analytics: Snowflake helps you improve your analytics pipeline by moving from nightly batch loads to real-time data streams. Allowing safe, concurrent, and regulated access to your Data Warehouse throughout the organization can help you increase the quality of analytics in your business. This helps businesses optimize resource allocation to increase revenue while minimizing expenditures and human labor.

Seamlessly Sync Data from Snowflake to Business Applications Using Hevo Activate

With Hevo Activate, you can empower business teams with 360° customer profiling — sync customer and product usage data available in Data Warehouses, such as Snowflake, Amazon Redshift, and BigQuery, to most common Business Applications like Amplitude Analytics (Coming soon for Hevo Activate!), Salesforce, Google Sheets, HubSpot, and Intercom, etc., in a hassle-free & effortless manner.

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Business Teams can now make faster and smarter decisions with Hevo Activate by analyzing user journeys and creating personalized experiences for the customers.

Try our 14-day full access free trial today to experience an entirely automated hassle-free Data Sync!

What is Amplitude Analytics?

Amplitude Logo: Snowflake to Amplitude | Hevo Data
Image Source: Gartner

Amplitude is a Digital Optimization System utilized by the world’s most valuable companies and disruptive teams to understand better and tailor their digital goods, maximizing the commercial value of their product innovation.

Amplitude Analytics is a robust Analytics Solution built to satisfy the needs of modern-day product and growth teams, with cross-platform tracking, real-time analytics, solid behavioral analytics, enterprise-level security measures, and reliable customer support.

Key Features of Amplitude Analytics

  • Events Module: Events in Amplitude are activities performed in your product. Pushing a button, completing a level, or making a payment are all examples of events. To understand how people interact with your product, you should be able to track between 15 and 200 events. Amplitude can also track inactive events. Inactive events, such as push notifications, are activities that are not done directly by end-users but occur within your websites.
  • Retention Analysis: In Amplitude, retention analysis assesses how consumers return to your product after doing a specific activity. However, with Amplitude, you have the option of not selecting a particular event for retention. Amplitude may calculate retention data by comparing events’ start and end dates. Amplitude’s retention analysis chart displays the percentage of active users who have fired your interested events within a chosen time frame, such as a month, week, or daily.
  • User Cohorts: Amplitude’s user cohorting feature assists you in identifying your customers’ behavior. Customers’ behaviors define cohorts over a particular period. Cohorts are groups of consumers who fired the same events. Assume you control an OTT platform, and you’d classify users who watched 4 to 5 consecutive episodes of a specific series after joining the same cohort.
  • Search Capabilities: All dashboards, charts, cohorts, and notebooks are saved as searchable objects in Amplitude. This provides a high-level overview of how team members use Amplitude. Team leaders may examine current dashboards and other metrics using the search drawer filter options to understand the insights and metrics that their team members are producing and working with.
  • Dashboard Feature: Instead of preparing each report manually, you can save several visualizations, graphs, and reports on a single page view. Amplitude allows you to integrate cross-project visualizations inside the same dashboard to ease side-by-side comparisons. Dashboards come with a sidebar for quick access to custom reports.

What are the Benefits of Using Amplitude Analytics with Snowflake?

Companies that transfer Snowflake data directly into Amplitude Analytics can unlock actionable insights into customer behavior and product experiences. With the Snowflake Data Share interface, Amplitude and Snowflake clients can quickly & efficiently gather data, process, and extract value from their product data to gain a more comprehensive consumer perspective and subsequently drive profitable business operations.

Have a look at the steps to connect Snowflake to Amplitude.

Connecting Snowflake to Amplitude Using Amplitude Platform

To connect Snowflake to Amplitude using Amplitude platform, you need to connect Snowflake as a data source in your Amplitude project, then select your configuring options, followed by testing your connection. In this section, you will understand the 3 steps needed to connect Snowflake to Amplitude using Amplitude platform.

Step 1: Add Snowflake as a Source

To include Snowflake as a data source in your Amplitude project, complete the following steps:

  • Navigate to Data Sources in the Amplitude Dashboard and ensure you’ve selected the proper project from the project list selection.
Data Source in Amplitude: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude
  • After selecting I want to import data into Amplitude, choose Snowflake.
Amplitude Sources - I want to import data into Amplitude: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude
  • Enter the credentials for the Snowflake instance to which you wish to connect:
    • Account Name: Account name of your Snowflake account (case sensitive).
    • Database: The database name in which Amplitude may locate the data.
    • Warehouse: Amplitude uses a warehouse to conduct SQL queries.
    • Username: Amplitude’s username is used for authentication.
    • Password: Amplitude uses a password to authenticate users.
Import Data from Snowflake - Snowflake Credentials: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude
  • To provide Amplitude with the necessary rights, copy the auto-generated SQL query and execute it in Snowflake.
Import Data from Snowflake - Enter Snowflake Credentials: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude
  • After the query has been executed, click Next to test the connection.
Import Data from Snowflake - Click Next: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude
  • When the test is complete, click Next to proceed to the data selection stage.
Import Data from Snowflake - Verify Access: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude

Step 2: Choosing Your Configuring Options

  • You can choose the configuration options that include:
    • Type of Data: This informs Amplitude if you’re consuming event data, user property data, or group property data.
    • Import Type:
      • Full Sync: With this option, Amplitude ingests the entire dataset regularly, regardless of whether it has already been imported. This is useful for data sets with changing row data but no clear method to detect which rows have changed. Otherwise, a time-based import would be the most efficient alternative.
      • Time-based: With this option, Amplitude regularly ingests the most recent rows of data, as indicated by the Timestamp column. The initial import includes all accessible data, and subsequent imports include any data with timestamps after the most recent import. You must mention the timestamp of when the data was put into Snowflake for this to function.
    • Frequency: Choose from various schedule choices ranging from five minutes to one month (when this is selected, ingestion happens on the first of the month).
    • SQL Query: This is the query code used by Amplitude to decide which data is ingested.
Import Data from Snowflake - Select Data: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude

Step 3: Testing Snowflake to Amplitude Connection

  • After configuring your Snowflake instance, click Test SQL to examine how the data flows. If it is unsuccessful, the screen will display errors.
Import Data from Snowflake - Test SQL: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude
  • Click Finish if there are no mistakes.
Import Data from Snowflake - Click Finish: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude

Once you have finished all the steps, you’ll receive a notification stating that the new Snowflake source has been successfully activated. You’ll also be taken to the Sources listing page, where the newly generated Snowflake source will be visible.

Successfully Initiated Data Import from Snowflake: Snowflake to Amplitude | Hevo Data
Image Source: Amplitude

Why Hevo’s Reverse-ETLing Capabilities are Best-in-class?

Hevo Activate, the Reverse-ETL platform, automates the manual data enrichment job, directly syncing data to the destination of your choice in real-time. Unify customer & product data from data warehouses such as Snowflake, Amazon Redshift, and BigQuery to SaaS Software such as Amplitude Analytics (Coming soon for Hevo Activate!), Salesforce, Google Sheets, HubSpot, and Intercom, etc., in a hassle-free & automated manner.

Here’s how Hevo is different:

  • Real-Time Data Replication: Hevo Activate, with its strong integration with various data sources, allows you to transfer data quickly & efficiently. This ensures efficient utilization of bandwidth on both ends.
  • No APIs, CSVs, Just SQL!: Use the powerful and smart SQL Query Editor to filter and transform data from your data warehouse table to a Target object. The in-built validation checks ensure each query is validated before you save it.
  • Secure: Hevo Activate has a fault-tolerant architecture that ensures that the data is handled safely and consistently with zero data loss.
  • On-Demand Sync: Hevo Activate gives users the option to resume the sync or run sync now to execute data sync as per their demand.
  • Intelligent Data Type Conversion: During the mapping action, Hevo Activate transforms the field types of the synced data automatically. 
  • Data Transformation: Hevo Activate provides a simple interface to perfect, modify, and enrich the data you want to transfer. 
  • Live Support: The Hevo Activate team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.
Sign up here for a 14-day free trial!

Snowflake to Amplitude: Data Fields While Writing SQL Queries

When generating the SQL query, you must include the necessary fields for the data type. These tables describe the required and optional fields for each data type.

Events

Event Properties are characteristics of a particular event. The values they include are current as of the time when the event was triggered. Event Properties that are commonly used include user id, device id, event type, time, event properties, user properties, and update time.

Table

Column Name (in lowercase)MandatoryData TypeExample
user_idYes (except for the case when device_id is used)VARCHARxyz@gmail.com
device_idYes (except for the case when user_id is used)VARCHARD8E9F504-F02A-4BD9
event_typeYesVARCHARwatch_tutorial
timeYesMillisecond (TIMESTAMP)1294381379123
event_propertiesYesVARIANT (JSON Object){“source”:”notification”, “server”:”host-us”}
user_propertiesNoVARIANT (JSON Object){“city”:”delhi”, “gender”:”female”}
update_time_columnNo (Except for the case when the time-based import is used)TIMESTAMP2022-04-05 01:02:03.000

Example

SELECT

   EVENT_TYPE_COLUMN AS "event_type",

   EVENT_PROPERTIES_VARIANT_COLUMN AS "event_properties",

   TIME_EPOCH_MS_COLUMN AS "time",

   USER_ID_COLUMN AS "user_id",

   USER_PROPERTIES_VARIANT_COLUMN AS "user_properties"

FROM DATABASE_NAME.SCHEMA_NAME.TABLE_OR_VIEW_NAME

User Properties

User Properties are the characteristics of individual users. User Properties that are commonly used include user id, user properties, and update time.

Table

Column Name (in lowercase)MandatoryData TypeExample
user_idYesVARCHARxyz@gmail.com
user_propertiesYesVARIANT (JSON Object){“city”:”delhi”, “gender”:”female”}
update_time_columnNo (Except for the case when the time-based import is used)TIMESTAMP2022-04-05 01:02:03.000

Example

SELECT

   USER_ID_COLUMN AS "user_id",

   USER_PROPERTIES_VARIANT_COLUMN AS "user_properties"

FROM DATABASE_NAME.SCHEMA_NAME.TABLE_OR_VIEW_NAME

Group Properties

Group Properties make it simple to link a user to a certain account. Group Properties that are commonly used include groups, group properties, and update time.

Table

Column Name (in lowercase)MandatoryData TypeExample
groupsYesVARIANT (JSON Object){“company”:”hevo”, “team”:[“marketing”, “sales”]}
groups_propertiesYesVARIANT (JSON Object){“location”:”mumbai”, “active”:”true”}
update_time_columnNo (Except for the case when the time-based import is used)TIMESTAMP2022-04-05 01:02:03.000

Example

SELECT

   GROUPS_OBJ AS "groups",

   GROUP_PROPS_OBJ AS "group_properties"

FROM DATABASE_NAME.SCHEMA_NAME.TABLE_OR_VIEW_NAME

How Snowflake to Amplitude Integration is Helping Businesses Grow?

With the increase in competition among companies, businesses nowadays must know if their strategic product decisions are sound. Thus both technical and non-technical employees must have access to the product data they require when and how they need it. Below listed are reasons how Snowflake to Amplitude Integration is helping businesses grow:

  • With the Snowflake Amplitude integration, companies can gain meaningful insights into their customer behavior and product experiences.
  • Using Snowflake Amplitude integration, companies can generate faster insights that will help their leaders know, grow, and retain their customers.
  • With the Snowflake Amplitude integration, non-technical users can access a constantly updated stream of rich behavioral data and rapidly answer issues crucial to managing data-driven digital teams instead of depending on other tech teams or resources for customer insights.

Conclusion

This blog provides an introduction to Snowflake & Amplitude and a description of their critical features. It also shows you step by step procedure for migrating data from Snowflake to Amplitude. Using the Amplitude Analytics platform, you first need to add Snowflake as a source, then choose your configuring options, and test the Snowflake to Amplitude connection.

Integrating your customer data from different sources into your CRM applications, BI tools, etc., might be challenging, and this is where Hevo Activate comes in.

Hevo Activate will automate your data transfer procedure, freeing up your time to focus on other elements of your business, such as analytics and customer management. This platform enables data transfer from Cloud-based Data Warehouses such as Snowflake, Google BigQuery, Amazon Redshift, and others to CRMs like Salesforce and Business Intelligence Software. It will make your work life a lot smoother and give you a hassle-free experience.

VISIT OUR WEBSITE TO EXPLORE HEVO ACTIVATE

Want to take Hevo Activate for a ride? SIGN UP for a free 14-day trial to streamline your data integration process. You can check out Hevo Activate’s pricing and select the best plan for your business needs.

Share your learning experience about integrating Snowflake to Amplitude in the comments below.

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