DATA WAREHOUSE
Data Warehouse allows Site Catalyst users to generate custom reports filtered by any available segmented variable. The Data Warehouse provides the user the ability to request advanced data relationships specific to the needs of their company. It’s a powerful tool provided to companies upon request (by service level). This will cover the purpose of Data Warehouse as well as how to run a report from the Data Warehouse.

  • Explain the purpose of the Data Warehouse.
  • Run a Data Warehouse report (request).
  • Use the Segment Builder to limit your report data.
  • Schedule a Data Warehouse report for automated delivery.
WHAT IS THE DATA WAREHOUSE?
The Site Catalyst Data Warehouse is a specific data repository separate for your Site Catalyst data repository. There for, there is a separate interface in Site Catalyst built specifically to request reports from the Data Warehouse. You might ask yourself why we need both Site Catalyst and the Data Warehouse.

Site Catalyst reports and the Data Warehouse each have their place in your data analysis. Site Catalyst reports come up very quickly, in a mater of seconds. Even though there is some flexibility in Site Catalyst for data relationships, etc., we cannot provide every possible data relationships available between the reports for every segment of your visitor population. If we attempted this, Site Catalyst interface would be too complex, Omniture provides the Data Warehouse option, which has a high level of data view flexibility but takes longer to deliver the report. This gives the best of both worlds: a fast, easy-to-use interface for much of your reporting needs, and more flexible, powerful repository for those tough questions that come up occasionally.

WHERE DOES THE DATA WAREHOUSE FIT IN?
Let’s take a loot at where the Data Warehouse fits into the process of data coming into Site Catalyst.

Normalized Data
When a visitor information is collected, it is sent to the Site Catalyst data center to be normalized. This normalization aggregates the various data elements into Site Catalyst tables. For example, it places all of the arriving page names into a Page Name table. It populates the Browsers table with all of the browsers that come in, etc. When this information is aggregated into many summary tables, some data relationships are sacrificed in order to drastically improve reporting speed. In other words, we may not know which pages go with which browsers (as a standard feature), but we can run a Page Name report for an entire year and get the report back within seconds.

When correlations are built in Site Catalyst, another table can hold the combinations of elements, such as the Page Name - Browsers variations. This also then becomes a Site Catalyst report that returns quickly. De-Normalized Data
If you have the Data Warehouse enabled, a copy of the raw data is also sent into the Data Warehouse data center, where it is stored for future processing. In other words, the data isn’t processed into various tables, and all possible relationships are maintained.

This storage allows users to query the Data Warehouse and search for any possible relationship. For example, if you wanted to correlate traffic variables that didn’t have correlations turned on, you could query the Data Warehouse to get this report. Unfortunately, because the database is so large and there are no relationships to allow for “shortcuts,” the report takes longer to process. This processing time typically lasts anywhere between two hours and tow days, depending on the size and customization of the data requested.

This Data Warehouse and its interface bridge the gap between full data collection and real-time reporting. It provides users the ability to request advanced data relationships to the needs of their company, including multi-layered breakdowns across Traffic and Commerce data. This is not possible in the Site Catalyst, because you can only break down Traffic reports by other Traffic reports, and Commerce reports by other Commerce reports. The Data Warehouse breaks the barrier.

The Data Warehouse also enables you to pull historical data and relationships such as correlations that have not yet been enabled or Unique Visitor reports for custom data ranges. For example, you could pull a report that shows how many different people (unique visitors) came to your site during a file-day period. This is not available in Site Catalyst, where you would only be able to see five different days of a Daily Unique Visitor report.

Other uses of Data Warehouse data might include
  • Customer profile information.
  • Re-marketing to key visitors.
  • Extracting data for use in other applications, such as CRM, Ad Targeting, and Business Intelligence.
The bottom line is, if you can’t get the report from Site Catalyst, try going to the Data Warehouse and see if you can get it there. There are many more options for breaking down data and looking into key segments.