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Top Tips for Looking at Data Analytics - the Five W's

Published: Thursday, 24 July 2014 14:54 by Ant Phillips, Senior Developer
Big Data Analytics

The Who, What, When, Where, How and Why of Celebrus Event Data.
Celebrus is all about data. Specifically data which tells you what your customers are doing and via which channels. If I were a marketer, instead of a software developer, I’d probably call this ‘audience behavioural intelligence’, or some such fancy term. When we talk about data we really mean events. Events are the lifeblood of Celebrus. Our software captures, crunches, transforms and processes billions of them every day. And it’s these events which give you the insight into what your customers are doing.

So what does this all mean in practice?

The answer we will explore in this blog post is guided by one of the world’s greatest writers of children’s’ stories, namely Rudyard Kipling.

Let’s get started with an extract from The Elephant’s Child:

I keep six honest serving-men:
    (They taught me all I knew)
Their names are What and Where and When
    And How and Why and Who.

When considering events, the what, where, when and who are exactly the questions we need to ask. And by using analytics to develop deep insight from the data you can answer not just those questions, but also the why and how.

Every time an individual does something on your web site, an event captures essential information about their activity. For example, a customer might type some words into a text box and click ‘submit’. On the face of it that’s not very interesting, but stay with me, it gets better.

Celebrus can tell you whether an individual visitor arrived via a search engine or typed the URL directly into the browser, as well as understanding the referring campaign information.  It’s also let you know that during their visit they viewed several products in the gardening department and put one into their basket but sadly left the site before completing a checkout. You’ll also learn that the same visitor returned a few days later following an abandoned basket email they received and did indeed complete their transaction this time. That customer is now in the top quartile of most valuable individuals to your web site, and has been for over a year.

A simple example, but hopefully it illustrates the point. What Celebrus does is to take that torrent of events coming from your web applications (and elsewhere mobile applications and social media interactions), and convert them into a stream of contextualised business events. The business events identify who the customer is, what they did (transaction, wish list add, search, basket add and much more), where in the application it happened, and when it occurred. The business events are fed into your data warehouse in real-time, where they are available to really understand your online business.

It’s this ability to capture, collect and transform business events which sets Celebrus apart.