Data Collection Tools for Events Analytics

One of the first things we do after launching a website nowadays is connect to Google Analytics. A little bit down the road we'll connect more "out-of-box" analytics tools to calculate funnels, retention, A/B tests, and more. These tools are great and work fine until a company gets bigger and analytics requirements get more sophisticated. It's time to set up a data infrastructure, which means selecting a data collection tool, ETL tool, data warehouse, and BI tool on top of that. In the startup world this usually happens when a company has raised Series A and has around 25-50 employees.