There are a number of mature web analytics products that have been on the market for ~20 years. Big data tools have only really taken off in the last 5 years. So why use big data tools mine web analytics data?
In this presentation, I explore the limitations of traditional approaches to web analytics, and explain how big data tools can be used to address those limitations and drive more value from the underlying data. I explain how a combination of Snowplow and Qubole can be used to do this in practice