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From Data Silos to Dollars: The E-commerce Playbook for Accurate Influencer ROI

Your influencer marketing data is everywhere: Google Analytics, Shopify, your affiliate platform, and Instagram. Manually stitching this together in spreadsheets is a recipe for errors and wasted hours, leaving you guessing the true ROI of your campaigns and unable to confidently decide which influencers to re-invest in.

This playbook details the 'Modern Open-Source Hybrid' stack, a powerful solution to unify your scattered marketing data. We show you how to use the open-source power of Airbyte to automatically pull data from all your sources (Shopify, Google Analytics, affiliate platforms) into a central, highly scalable Snowflake data warehouse. From there, Metabase provides an intuitive interface to build dashboards that track every touchpoint, from initial click to final sale, giving you a crystal-clear, accurate view of your influencer campaign performance.

Expected Outcomes

  • Eliminate manual data compilation and spreadsheet errors.
  • Achieve a single, unified view of influencer campaign performance across all channels.
  • Calculate true, multi-touch attribution and ROI for every influencer.
  • Make data-driven decisions on where to allocate your marketing budget for maximum impact.
  • Free up your team's time to focus on strategy instead of data wrangling.

Core Tools in This Stack

Snowflake

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Snowflake is a cloud data platform that provides a single, unified solution for data warehousing, data lakes, data engineering, data science, and data sharing with near-unlimited scalability and concurrency.

Key Features
  • Decoupled storage and compute architecture
  • Multi-cluster, auto-scaling compute
  • Support for structured and semi-structured data (JSON, Avro, Parquet)
  • Secure Data Sharing (Snowflake Marketplace)
  • Time Travel & Zero-Copy Cloning features
  • Runs on major cloud providers (AWS, Azure, GCP)
  • Snowpark for Python, Java, and Scala workloads
Ideal For

Company Size: Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Health & Wellness, Education & Non-Profit

Pricing

Model: Pay-as-you-go, Subscription, Free Trial

Tier: High

Ease of Use

Intermediate

Metabase

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Metabase is an open-source business intelligence tool that enables users to explore, visualize, and share data through an intuitive, user-friendly interface without needing to write SQL.

Key Features
  • Visual Query Builder
  • Interactive Dashboards
  • SQL Editor for Power Users
  • Data Alerts & Subscriptions
  • Multiple Data Source Connections
  • Data Sandboxing and Permissions
  • Embeddable Charts and Dashboards
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Free, Subscription

Tier: Low

Ease of Use

Beginner-friendly

HubSpot CRM

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A comprehensive CRM platform that includes a suite of tools for marketing, sales, content management, and customer service, with a completely free CRM at its core to help businesses manage customer relationships and accelerate growth.

Key Features
  • Contact & Lead Management
  • Sales Pipeline Visualization
  • Deal Tracking and Management
  • Email Tracking and Templates
  • Meeting Scheduling Tool
  • Live Chat and Chatbots
  • Reporting and Analytics Dashboards
  • Task and Activity Automation
Ideal For

Company Size: Small, Medium

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media

Pricing

Model: Freemium, Subscription

Tier: Starter

Ease of Use

Very High

The Workflow

graph TD subgraph "Modern Open-Source Hybrid" direction LR N0["Snowflake"] N1["Metabase"] N2["HubSpot CRM"] N2 -- "Extracts and Loads data into" --> N0 N0 -- "Queries data for dashboards" --> N1 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue;

Integration Logic

  • Airbyte

    This integration establishes an automated data pipeline using Airbyte as the central ELT tool. 1. **Extraction**: Airbyte connects to the HubSpot CRM API using a dedicated source connector to extract key business objects such as Contacts, Companies, Deals, and Tickets. 2. **Loading**: The extracted data is then loaded into a specified database and schema within a Snowflake data warehouse. Airbyte handles schema creation and evolution, creating tables that mirror the HubSpot object structure. This process runs on a configurable schedule (e.g., every 24 hours), ensuring the data in Snowflake is a consistently updated replica of the source data. 3. **Visualization**: Metabase connects directly to the Snowflake data warehouse as a data source. Analysts and business users can then query the replicated HubSpot data within Metabase to build interactive dashboards, perform complex analyses, and generate reports on sales funnels, marketing attribution, and customer service performance without impacting the performance of the live HubSpot application.

Unlock Your True Influencer ROI

Turn scattered data into a profitable strategy and confidently invest in the creators who actually drive sales.