Hi rfergie, you're right, on the analytics side, there's a lot to do to educate analysts on how to perform customer-level analyses at web-scale. Hadoop and Hive are a new toolkit for sure - we're writing a load of Hive analysis tutorials (https://github.com/snowplow/snowplow/wiki/Analysts-cookbook), but ultimately we're going to need to "go up the stack" and start building some UIs. Web analysts in particular expect GUIs (general business analysts in BigCos are more comfortable with SQL, R etc).

At the moment our early adopters are more on the technical side - people who want to embed SnowPlow into their adserver/social game/analytics tool/whatever. SnowPlow is kind of the only game in town for this (because it's webscale and costs scale predictably - they're just AWS costs).

If you have any other questions, feel free to shoot me an email - [email protected]