Snowplow is a privately owned company headquartered in the UK. Founded in 2012, it employs approximately 160 individuals. The company reported $15.3M in revenue as of 2024. Its main product is an enterprise cloud offering. Functioning as an analytics company, it specializes in behavioural analytics and data management for the broadcast and media, retail, travel, education, and SaaS industries.
On April 2, 2026, Snowplow highlighted the rapid evolution of AI agents in customer experience, noting their significant impact on how users interact with brands. Previously, on March 17, the company detailed clickstream data, defining it as the aggregation of online user traces like page views and abandoned shopping carts to create a comprehensive picture of customer behavior across their online journey. Earlier in March, on the 12th, Snowplow launched a new solution accelerator for media publishers, enabling real-time editorial analytics by collecting events and surfacing results more quickly than traditional overnight processing. This follows the company's March 4 discussion on "agentic analytics," where data leaders reported that while early results from AI-powered analytics agents were promising, the tools often lacked sufficient performance. On March 2, Snowplow addressed the "visibility crisis" caused by AI agents generating 20-50% of web traffic, which distorts traditional analytics, explaining how businesses can detect and analyze both human and AI agent traffic in real time to adapt.
Snowplow's customers primarily consist of entertainment Providers and telecoms companies. Examples of Snowplow's customers include Cox Communications, Comcast Xfinity and Paramount Global.
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