By having raw data access, the sky’s the limit.
If you’re an expert in analytics, or have special requirements, you might reach the point where you find any analytics tool to be limiting and find querying the raw data to be the only way to give you the data you need. Having access to raw data is the holy grail. There are endless possibilities, which means no question will be left unanswered.
Raw data access also lets you connect your Matomo to any data warehouse you’re already using. Easily import all of your user and customer data from Matomo into your data warehouse. This is useful when you want to merge this new trove of user data with existing systems (e.g. CRMs, e-commerce, billing, ERP etc.). Or, if you’re using a BI tool you can connect it to Matomo and query your users data in SQL and create reports in the BI system.
And if you ever want to move on to another analytics solution, feel comfortable knowing you won’t lose your historical data and can extract any behavioural data.