Every business with a website needs some way to keep track of how much traffic they are getting, where it is coming from, and which actions are being taken. The default in most cases is Google Analytics, but this can be limiting when you wish to perform detailed analysis of the captured data. To address this problem, Alex Dean co-founded Snowplow Analytics to build an open source platform that gives you total control of your website traffic data. In this episode he explains how the project and company got started, how the platform is architected, and how you can start using it today to get a clearer view of how your customers are interacting with your web and mobile applications.