Big Data Analysis and Online Marketing Costs

Have you ever wondered what the cost is for your company’s web marketing efforts? In the following paragraphs we will look at an example where we analyze web site traffic and mix this data with the online marketing expenses tracked in the accounting system.
The first thing you would do is to download web site traffic data from your Web Analytics service provider. For example, this can be Google Analytics. If you plan to do this very often, you would connect to Google Analytics using a web service. If not, you can also download the data to e.g. an Excel file, and then import it to your data warehouse where you combine it with the general ledger data, where marketing expenses are tracked.
If you own BI360, you would typically use the BI360 data warehouse as the data store where you load the web statistics data and the general ledger data used in the examples in this blog.
Once you have the data in the data warehouse, you can use the BI360 report writer to create reports that combine the web statistics and marketing expenses to calculate metrics such as Average Marketing Costs per Web Visitor, and then display the result as a formatted report or a dashboard.