With the tremendous influx of data today it becomes almost unintelligible unless you have some type of organizing principle. Companies know their data is valuable and want to be able to trust the process to identify and analyze it in order to make the right decisions to drive the business. The key is to shift from data exhaust to data creation and Snowplow is helping their customers do just this. Their behavioral data platform controls how the data is captured and places it in an atomic table which enables the capability to model the data based on needs. Atomic tables are a trusted well of pure data for consistency. The schema evolves to fit the data and can also aid in recognizing bad actors improving data security.