Web Analytics: The Enterprise Gateway Drug to Big Data?

Justin Cutroni (Cardinal Path)
Wednesday, 12/07/2011
Location: Online Level:

Many organizations are already using powerful Big Data analysis tools, which collect information from thousands of sources and store them in shared, NoSQL-based data systems. They just don’t realize it.

Web Analytics tools have come a long way since their early days counting page views and visits. Today, nearly any event, regardless of what device it happens on, can be collected and analyzed with speed and precision. While analytics is still predominantly the domain of web analysts and the marketing team, there’s no reason these tools can’t also be used to track call center times, retail store traffic, social media mentions, and more.

In this session, Analytics expert and O’Reilly Author Justin Cutroni will look at how analytics tools have changed. Using the example of Google Analytics, which can collect information from almost any device or program that can generate an HTTP request. He’ll show how, with a well-defined data extraction API, the information can easily be ported to other tools for integration and analysis. He’ll look at how analytics tools can be put to work beyond the website, in effect becoming many companies’ first taste of Data Warehousing and BI, and address some of the challenges associated with using a traditional web analytics tool as a massive data collection platform.

Photo of Justin Cutroni

Justin Cutroni

Cardinal Path

Justin Cutroni is a respected leader in the web analytics industry that helps organizations integrate web analytics into their decision making processes. Justin commonly interacts with senior level management to drive the strategic use of web data and collaborates with marketing and IT teams to develop implementation plans and processes needed to generate actionable data and business insights. An active participant in the web analytics community, Justin speaks at various industry events with a strong passion for sharing knowledge and advancing the analytics industry.

Justin began his career with Accenture, working with financial services clients to redesign and change business processes with custom software. Justin is currently the Director of Digital Intelligence, where he consults with companies regarding Google Analytics and web analytics. Justin is also authorized by Google to teach Google Analytics seminars for success and has conducted numerous training events in the US and Europe.

Justin is the author of Google Analytics Short Cut, (O’Reilly Media, Inc., 2007) and Google Analytics (O’Reilly Media, Inc., 2010) and co-author of Performance Marketing with Google Analytics (Wiley, 2010). Justin holds a degree in Mechanical and Aerospace Engineer from Worcester Polytechnic Institute.