Parsely is the leaf garnish that fans say offers so much more than you think.
And today its namesake company, Parse.ly, is offering a Data Pipeline that provides publishers with so much more data about their website or app than they thought was there. (Kinda works, right?)
The New York City-based company provides publisher-oriented data through a dashboard for marketers and an API with summary data.
The new Data Pipeline, CTO and co-founder Andrew Montalenti told me, makes accessible to developers and data scientists all the underlying raw data that goes into the API’s feed. As he wrote in a blog post announcing the Pipeline:
“The key thing to understand is that Parse.ly’s HTTP/JSON API summarizes information about traffic and content for the purposes of quickly providing a way to provide on-site content links; traffic snapshots for quick data exports; or simple integrations of Parse.ly traffic data with existing content management systems. The API is not a full-fidelity accounting of all your analytics data; it’s instead an integration tool for rapidly infusing existing sites, apps, and reports with Parse.ly data — including our real-time traffic data.
The Parse.ly Data Pipeline is something very, very different. It’s not just an API. It’s the ultimate API. It’s a rich way to unlock 100% of the data behind Parse.ly’s analytics, and analyze it for your own organization’s needs.”
Marketers use the API for queries from, say, trend analysis tools. But, for a site or app with heavy traffic, there can be thousands of raw events in those trends that you may want to analyze. The Pipeline’s data is ready to load into a SQL data warehouse, such as Amazon’s RedShift or Google’s BigQuery.
The API data, he said, is generally “top of funnel” clickstreams, but a publisher might want to delve deeper into the data.
For instance, a publisher or a marketer with a content marketing site can get stats from the API about the kinds of content that lead users to sign up for a newsletter. But, Montalenti noted, now a publisher or marketer can also get info about all the actions these users took before signing up.
While there are many other ways to collect data from websites or apps — including Google Analytics and Adobe’s Site Catalyst for sites and AppAnnie for apps — Parse.ly specializes in data that publishers can use.
In addition to custom in-house systems, Montalenti said, his company’s main competitor for publisher-specific data is ChartBeat. He added that, while there is “some overlap” in the two companies’ APIs, ChartBeat has “nothing equivalent” to the Data Pipeline.
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Author: Barry Levine