Today, many data analysts and business intelligence (BI) power users are integrating log data into popular BI tools such as Tableau, Looker, and PowerBI. This data can help them gain deeper insights into their applications and infrastructure. The goal is to make decisions that can drive business improvements, such as more intelligent product pipelines, marketing campaigns and sales efforts.

For example, product-led growth (PLG)-oriented companies can use log analytics to combine product and user experience data, analyzing it holistically for trends on the features and functionality their customers want most. The challenge is that customer data exists in multiple data silos such as Salesforce, web logs, Google Adwords, marketing automation tools, and more. It can be both difficult and expensive to correlate user interactions with a company’s product and data from these disparate applications.

To do this today, many organizations have to build and maintain complex pipelines, create multiple transformations, and export to multiple analytics tools. These steps make it nearly impossible, and cost-prohibitive, to have an accurate, 360º view of the customer to inform product decisions. However, emerging approaches to SQL analytics on a data analytics platform that makes data available through multiple APIs allows for easy data integration, without data movement or complex data engineering behind the scenes. This can unlock business users’ access to data, without having to involve data science or data engineering teams to gain access to the insights they need.

As a result, product teams can join A/B testing data with user metadata for a more complete picture of customer experience and product usage. This data allows them to prioritize and accelerate feature releases, reduce the risk and cost of experimentation, and dramatically improve the quality of insights that can be applied to grow product usage and revenue. Marketing teams can also benefit from these solutions, by combining customer data from multiple sources to create a single view of the customer. This data makes their campaigns more personalized and relevant for both existing customers and prospects.

The goal is to make decisions that can drive business improvements.