When you’re building a big data solution, there are many open source components you can choose from. Everything from whole platforms to individual libraries are available, depending on your needs and expertise.

Many of these tools can be freely used regardless of your end product or organizational structure. However, some are restricted by team size, organization type, and purpose..

Most companies have a wealth of user data at their fingertips. This data can provide insights to inform marketing strategies, boost customer satisfaction, retain and attract customers. The key, however, lies in the way marketers collect, analyze, and leverage that data to reach desired goals. Marketing analytics enables marketers to gain actionable insights that drive results.
This article reviews the basic concepts of marketing analytics, including best practices and tools..