Events, clickstream data or hits (as they are known in the world of Google Analytics) are the building blocks of all marketing analytics suites. In the past they have been processed and aggregated into prefabricated reports before we interact with them. With compute and storage costs dropping, using these raw hits suddenly becomes a viable and powerful option. They require some extra leg work to use but in return offer some great advantages including the ability to reprocess the data as many times as you see fit.

This is a continuation of the stuff Tim Wilson spoke about. I am a relatively new entrant to the whole data science side of things (about 12months in as of now) and tried learning a bit of R / deployed snowplow etc but still struggled with code and not having intuitive interface that I was used to.