TL;DR#
For years, the data warehouse has been becoming the central place for organizations to store and use their data. And yet for the longest time, product analytics tools have avoided the data warehouse and instead used clickstream event data; but things are changing!
- Product analytics is one of the most important subsets of the analytics universe: companies need to know what’s going on with their users so they can improve things
- There’s a well established world of product analytics tools (some even public) like Mixpanel and Amplitude
- Historically, these product analytics tools have worked through clickstream data, i.e. events and logs direct from your app
- But increasingly, the data warehouse is becoming the center of data operations (and the source of truth) for companies and their data
As the data warehouse becomes solidified as the place to be, we’re starting to see product analytics tools shift to get ahead: Mixpanel’s new launch allows you to bring data from your data warehouse into the tool alongside clickstream data. So we’re going to zoom out and cover what this means, why it’s important to understand, and what it means for product analytics (and analytics in general).