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Open source software is shaping the development of digital analytics by giving professionals more freedom to control the access to and ownership of their data as well as customise their own analytics solutions. There are many benefits in open source software: from stronger privacy and security measure through to better support and customisation, it empowers us to do more with analytics. There are further advantages in vendor-independence and using hosted solutions in tandem with open source software. In my presentation, I’ll explore these benefits as well as the risks for analytics professionals using open source software. I’ll also take a look at broader trends in open source software in digital analytics as well as case studies on how enterprises are embracing it in day-to-day business.
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Open Source in Digital Analytics
Maciej Zawadziński
MeasureCamp V, London, 20 September 2014
Agenda• Why Open Source matter?• Benefits and Risks,• Current Digital Analytics market,• Piwik – open source web analytics
platform• Q&A / Discussion
WHY OPEN SOURCE MATTER?
Open Source in Digital Analytics
Open Source• What is Free software?– Freedom to run the software as you
wish,– Freedom to study how the software
works,– Freedom to share (distribute),– Freedom to modify & redistribute.
Does open-source software create more opportunities for innovation than commercial or proprietary software?
Rapid innovation
Security• Source code available to security
researches worldwide,• No proprietary code installed on the
website or the server,
Market / Cost• Encourages a competitive market for
support & consulting services,• No use restrictions and vendor lock-
in
Community and collaboration
• Collaborators from all over the world,• Share ideas, translate the software,
contribute improvements and features.
BENEFITS AND RISKSOpen Source in Digital Analytics
Benefits• Cost and licensing (lower TCO, no “vendor lock-in”),• Data access (unlimited access to raw data),• Use in Intranets,• Store PII,• Security (control over the data, audit source code),• Customization,• Transparency.
Risks / Challenges• Tech challenge– Deployment and implementation,– Support & maintenance,
• Project quality, inactive community.
DIGITAL ANALYTICS WORLD
Open Source in Digital Analytics
Current situation• Market dominated by a few
proprietary platforms,• Rising concerns for data ownership,
privacy,• Not too many alternatives.
Open Source in DA• AWStats• OWA• Piwik• SnowPlow• …
PIWIKOpen Source in Digital Analytics
About Piwik• Leading open source analytics platform,– 1.8M+ downloads,– 1M+ websites all over the world,– No 7. in the world among analytics tools,– 50+ languages & more than 100
translators,– Free Software, GPLv3 based.
About Piwik• Major use cases:–Web,– Apps (SDKs available),– E-commerce,– Intranet,– Server log analysis,
About Piwik• Self-hosted,• Unsampled data,• User-centric reporting,• Privacy protection and compliance
features (IP masking, DNT, data retention, opt out),
• Customizable platform.
About Piwik• Actively developed,• Quality assurance (CI, peer reviews,
external audits),• Security (open source, bug bounty
program, external and peer security reviews).
Who use Piwik• Governments,• Financial institutions,• Corporate clients,• SMEs, NGOs, individuals.
