What does Big Data imply for Webtrekk?
Christian Sauer, managing director of our web-analysis partner Webtrekk, did give us some answers to our questions.
What does Big Data imply for Webtrekk?
"In view of the variety of web analysis data that accrue daily at Webtrekk, Big Data is our topic exactly. Webtrekk is a Big Data provider, meaning that we process up to 25.000 data sets per second and a lot of terabytes of raw data are stored."
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What impact does Big Data have today and in the future on Webtrekk products?
"The internet is currently the biggest data provider; each day enormous new data volumes are produced. This phenomenon will continue and will have a future impact on all industries. Naturally especially regarding online businesses, and thus we design our web-controlling products accordingly. In addition, Webtrekk is a pioneer regarding raw data technology and offers as one of Germany’s first web analysis providers calculations based on raw data through the Analysesuite Webtrekk Q3.
By means of web tracking based on raw data, one can retrospectively and in real-time consider the largest amounts of data for new analysis. The collected data can be connected arbitrarily via interfaces to other systems, such as the Data Warehouse or the CRM. The objective is the maximum gain of insights from the quantities of website-data. In this connection, results based on raw data are way more precise and can be compiled in a more individual manner than data based on sampling or on aggregated data sets."
Which amount of data marks the beginning of Big Data? Is there a limit for the processing possibilities of Big Data?
"The limit for processing possibilities of Big Data is definitely not yet reached.
A lot of websites that are tracked by us register very large amount of data every day, for example Zalando and Bild.de. Traditional analysis tools can often not deal with such a volume, because the data volume is too complex for their systems to recognize structures therein."
Is this topic only important for global players such as Google, Facebook, Amazon or IBM?
"Big Data affects not only global players of IT- and ecommerce industries, but also most of the internet players or product manufacturers. Every production of for example cars causes huge amounts of data that must be handled."
What can a business using Webtrekk achieve through Big Data regarding insights or even gain additional business success?
"With Big Data one can gain insights about relevant questions in order to, for example, measure the success of marketing campaigns or to become more familiar with one’s customers and website visitors and can, thanks to this knowledge, optimize the own website. We want to enable a backend like Amazon for all shops. Through the analysis and evaluation of clicking-behavior, time spent on a site and re-visits frequency, it is possible to recognize interested parties for certain products or contents on a website and then, based thereon, to display recommendations for further interesting articles or thematically appropriate advertising banners. Thus the length of stay of the surfers and of course the conversion rate can be increased. If then, in addition, data of third party suppliers such as nugg.ad are imported to the web analysis system, for example the age or the gender of the users, may be classified by identified patterns. It can then be figured out, which combination of advertising materials, texts or products was most successful regarding the respective target group. New arrangements and on-screen displays of page elements can be validated by means of AB-tests for the optimization of usability in order to make the website even more successful.
In order to be able to extract the respectively relevant insights from the exponentially increasing amounts of data, the fully or semi-automated discovery of information becomes increasingly important. For this, scenario- or association analysis such as our Ticker may be deployed."
How and where are large amounts of data stored, structured and analyzed? How much of the available data is analyzed at all and is thus used for new insights?
"First of all the data is recorded, processed and partly accumulated with information of third-party suppliers. The web-controlling data is only stored in the Webtrekk raw database and are visible and retrievable in the web analysis suite. For the accruing amounts of raw data Webtrekk currently needs eight clusters; a cluster consists of 12 servers, each having 8 CPUs.
How many of the available data are analyzed depends on the customer needs. Decisive factors are for example, how important the website performance is for the company success or which volume the site has."
Which data can provide new insights to us in the next years? What impact will they have on the online-marketing of companies?
"In the future, the possibilities for real-time display and –optimization will no longer be an exception, but a rule. Website operators will start to actively demand this function. Because the website becomes the actual business model in more and more industries, and must therefore be analyzable in real-time by means of relevant data – not least to be able to identify weak points as soon as they arise. This is the only way to eliminate them as soon as possible before high costs do incur. No website operator can any longer afford a time-delayed view on the own website of a couple of hours or even days – and does not have to when having the proper web analysis software. With Live Analytics Webtrekk offers automated updating in one-second intervals – thus website operators can always keep an eye on their current website performance.
If you want to know more about current trends and the possibilities of website analysis, please visit the 3. Webtrekk User Conference. The conference will take place on Thursday, June 6th 2013 in Berlin and welcomes you with lectures of our users, partners and Webtrekk-experts: http://www.webtrekk.com/de/unternehmen/veranstaltungen/wuc.html."
Brief resume of discussion partner Christian Sauer, managing director of Webtrekk:
Christian Sauer founded the Webtrekk GmbH, a provider for high-quality webanalysis with a focus on the topic online-marketing and conversion rate improvement, in 2003 and has ever since been managing partner and thus responsible for marketing and sales. After his studies of business management at the University of St. Gallen, he gained experience during various work-locations in Mexico, USA and Switzerland in the field of banking and consulting. In 2000 he founded with some partners the KinderCampus AG and has been engaged at the managing board since 2002. He was born in Braunschweig and is currently living in Berlin; he is married and has two children