For retrieving the data from for example an e-commerce website we often use Google Tag Manager. A few commonly known data preparation tools are Snowplow, Dataddo, Fivetran, Alteryx, and Tableau Prep. Data Preparation is the process retrieving the data from sources, cleaning it, combine it, and by doing so prepare it for analysis. It might sound weird, but data is usually very messy and never in the right format when you try to combine these from multiple sources. The next layer in the stack is the Data Preparation. In case of online marketing, you can see the data from your email package, CRM, Google Analytics and Facebook (Ads) as a source at this level of the stack. The data from these sources can be extracted by making direct links with for example databases, but also via API’s. These sources are often in the cloud (Amazon AWS/Microsoft Azure/Google Cloud) or of course at the customer. This is the raw data which is saved in countless of sources such as SQL and NoSQL databases, data warehouses or even data lakes. The bottom layer of the stack is the data itself. Normally you work ‘top down’ from the use case, but to better understand the structure of the stack it is for now easier to start ‘bottom up’. But which role does the data stack play in solving a use case? Below I will explain the data stack, starting from the bottom. Let us call this from here on out the use case. The goal of data, big or small, is to solve a business ‘problem’. This collection, or better, piles of tools is what we call the ‘data stack’ and can be either standardized or custom-made work for our client. There is not a single tool that can cover all areas of insight driven work. However, this only works when you use the right tools at the right moment, and for the right goals. You can read more on this topic in our blog on rentability and revenue.īy analyzing, modelling, and visualizing existing data, by applying measuring points that do not yet exist in websites or apps, or by bringing together data from all areas. That sounds great, but how do we do this? At i-spark we enable commercial firms with online ambitions, such as web shops or subscription-based services, to bring a more critical focus by offering new insights.
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