Recent developments in the digital analytics market show a clear trend. The fields of business intelligence and digital marketing analytics are growing closer and closer together. For the people that have missed the news Google Analytics has announced that Google Analytics premium data will soon become available in Google Big Query. In the same month Tableau announced a cooperation with Datasift where they will make Social Data sources as Google Plus, Twitter Firehose, Facebook data and more available in Tableau through Google Big Query. It is exciting times for people that are working with Google Analytics and products as QlikView and Tableau.
So what is Big Query?
Google Big Query is a web service that lets you do interactive analysis of massive datasets—up to billions of rows, scalable and easy to use. BigQuery lets developers and businesses tap into powerful on demand data analytics with no up-front investments. You can easily upload data within seconds and use the powerful Google Infrastructure and cloud capacity to query hundreds of millions of rows of data with seconds of performance. When using Google Big Query you do not have to worry about the underlying technology and infrastructure (big data, map reduce, columnar storage etc). You can start using this technology in seconds rather than weeks, without having to go through the complex process of setting up hardware or software infrastructures.
What is so exiting about using Google Big Query with Tableau and QlikView?
Tools as Tableau and QlikView make it very easy to analyze vast amounts of data using a drag and drop interface. Data can be imported from different sources like databases, CRM, Excel, Logistic System etc. The power is to be able to cross combine the data to see how you are performing across the organization. The trend that companies as Google are using cloud infrastructure to start making datasets available for enterprises opens up a whole new range of possibilities. No more round trips of API programming and storing data into local data warehouses, but easy and direct on demand access to raw data through natural connections from BI tools. Also the amount of data that can be analyzed increases significantly as not all data has to be loaded in memory anymore. With the possibility of running queries on potentially gigantic data sources and pre-aggregate data into the desired format, you can query vast amounts of data within seconds directly from within your favorite BI tool.