'Data as oil' is an extensively used metaphor and its impact can be gauged by how every business is heavily dependent on the data provided to them by 3rd party sources. Source data systems are finite, they have a certain amount of data with a limited associated scope. This is where Snowlplow comes in and helps businesses deliberately create that data. In the latest episode of the Modern Data Show, we have Alex Dean, CEO and Co-founder of Snowplow data discuss data creation, behavrioul analytics, data contracts, tracking catalog and where the modern data stack is heading in 2023.