Data is Only Transformative with Transformative Technology

At the recent AWS re:Invent show in Las Vegas, The Cube host, Lisa Martin, had the chance to sit down with Bob Muglia, CEO and President of Snowflake. Bob shared his thoughts on Snowflake’s latest addition to its cloud-built data warehouse, Snowpipe, while looking back at Snowflake’s origins and ahead to its future in order to enable the data-driven enterprise.

What is Snowpipe, and how do customers get started with it?

Muglia: Snowpipe is a way of ingesting data into Snowflake in a streaming, continuous way. You simply drop new data that’s coming into S3 and we ingest it for you automatically. Snowpipe makes it simple to bring the data into your data warehouse on a continuous basis, ensuring that you’re always up-to-date and that your analysts are getting the latest insights and the latest data.

In the five years since you launched, how has the opportunity around cloud data warehousing changed? How has Snowflake evolved to become a leader in this space?

Muglia: If you go back five years, this was a timeframe where NoSQL was all the rage. Everybody was talking about how SQL was passé and something you’re not going to see in the future. Our founders had a different view. They had been working on true relational databases for almost 20 years, and they recognized the power of SQL and relational database technology. But they also saw that customers were experiencing significant limitations with existing technology. They saw in the cloud, and in what Amazon had done, the ability to build an all new database that takes advantage of the full elasticity and power of the cloud to deliver whatever analytics the business requires. However much data you want, however many queries you want to run simultaneously, Snowflake takes what you love about a relational database and allows you to operate in a very different way. Our founders had that vision five years ago and successfully executed on it. The product has worked beyond the dreams of our customers, and that response from our customers is what we get so excited about.

How did you identify what data should even be streamed to Snowpipe?

Muglia: As an example, in entertainment we’re experiencing a data explosion. You have streaming video data, subscription data, billing data, social media data and on and on. None of this is arriving in any sort of regular format. It’s coming as semi-structured data, like JSON or XML. Up until Snowflake came onto the scene with a truly cloud-based solution for data warehousing, everyone was struggling to wrangle all these data sets. Snowpipe lets you bring in multiple data sets, merge them in real-time and get the analytics back to your business in an agile way that’s never been seen before.

How does your partnership with AWS extend Snowflake’s capabilities?

Muglia: People don’t want their data scattered all over the place. With the cloud, with what Amazon’s done and with a product like Snowflake, you can bring all of your data together. That can change the culture of a company and the way people work. All of a sudden, data is not power. Data is available to everyone, and it’s democratized so every person can work with that data and help to bring the business forward. It can really change the dynamics around the way people work.

Tell us little bit about Snowflake’s collaboration with its customers. How are they helping to influence your future?

Muglia: As a company, we run Snowflake on Snowflake. All of our data is in Snowflake, all of our sales data, our financial data, our marketing data, our product support data and our engineering data. Every time a user runs a query, that query is logged in Snowflake and the intrinsics about it are logged. When you have a tool with the power of Snowflake, you can effectively answer any business question in just a matter of minutes. And that’s transformative to the way people work. And to me, that’s what it means to build a data-driven culture: The answers to business questions are inside what customers are doing and are encapsulated in the data.

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