No matter what Data Analytics (DA) tools you use, it is critical to have the right foundations to help you make the right data-driven decisions now and in the future. Without the right DA foundation your analytical capacity can be hampered by scale, change requests and evolution.
Whilst most businesses will rightly opt to separate their operational systems from their analytics through a Data Warehouse, a DA foundation can be implemented in any infrastructure.
An Analytical Warehouse has many advantages as it is the main source of input material for Business Intelligence (BI). The benefits include:
A Data Analytics foundation should be implemented with the following core principles in mind:
Adhering to these principles will help assist scalability, growth, and future change requests.
With or without an analytical warehouse, foundations can still be laid for BI through data processing pipelines to generate tables to:
Key to providing advanced analytics is how the data is sequenced enabling scalability and efficiency of performance.
Sequencing all customer touchpoints over time gives a true picture of each customer’s lifecycle and enables:
Having the right Data Analytical foundations in place allows Marketeers and Management to answer the following strategic questions:
Below is a visual representation of the strategic questions:
By re-evaluating the core principles applied to your company’s analytical warehouse or database, you can open the possibilities of advanced analytics from Multi Touch Attribution through to optimised Machine Learning Modelling.
Jason Brown
Director of Analytics
Horizon Powered By XCM
If you would like to know more about data analytics, please get in touch