What is ChefsFeed?

Snowplow is the Solution!

What’s the Problem?

For Real?

What is ChefsFe

ed?

CHEFS ARE THE NEW ROCK STARS FOOD IS THE

NEW ROCK & ROLL.

TRUST THE HAND THAT FEEDS YOU.

VIDEO PRE-ROLL ONLINE ADS EMAIL & PUSH

MOBILE NATIVE INDUSTRY SOCIAL BRAND SOCIAL

“URBAN”“MILLENIALS”“MOBILE”“INFLUENCERS”“QUALITY”

What’s the Problem?

Lots of Sources!

Marketing Data• Marketing systems are focused on

conversions• App installed• User registration• Purchase

• Why?• Attribution!• In other words, they want to get credit!

Focus on Conversions

✔ $✔Install

Registration

Purchase

Wrong!

✔ $✔Install

Registration

Purchase

User Behavior

✔ $✔Fried Chicken Ad

WTF Video

Pizza Restaurant Search

Lots of Data!

✔ $✔Fried Chicken Ad

WTF Video

Pizza Restaurant Search

Billions of events

Millions of events

Snowplow is the

Solution

Lots of Data!

✔ $✔Fried Chicken Ad

WTF Video

Pizza Restaurant Search

Billions of events

Use Case

Snowplow Event Data

• Consistent conversion event types between systems• App.start (structured event)• App.resume (structured event)• Save.dish (com_chefsfeed_dish_saved_1) • Reserve.OT

(com_chefsfeed_open_table_booked_2)• A whole lot of screen.view in between!• Not captured in Fiksu

User Event Stream

✔ $✔source

screen.view

screen.view

Billions of events

App.start Save.dish Reserve.OT

Mobile_Events Table

selectfk.source_name,

se_action,regexp_substr(regexp_substr(unstruct_event, '/[^/]+/jsonschema[^{]+\\{[^{]+$'), '[^/]+') as unstruct_event_name,app_id,

rank() OVER (partition by apple_idfa, ORDER BY collector_tstamp)from atomic.events ae

left join atomic.com_snowplowanalytics_snowplow_mobile_context_1 mc on ae.event_id=mc.root_id

left join atomic.com_snowplowanalytics_snowplow_screen_view_1 as sv on ae.event_id=sv.root_id

left join data.fiksu fk on fk.ios_advertising_identifier = mc.apple_idfa

Mobile Events by Source

Tips/Tricks• Persistent Derived Tables are the bomb!• Unstructured events can be tricky to set up

correctly• Miscoding on iOS, shredding fails• json_extract_path_text(unstruct_event,

'data', 'data', 'filter_string') digs out an attribute

• Redshift Python UDF• Implemented Haversine function to geocode

users

For Real!