Google Analytics is great for measuring web and app behaviour, but it can't tell you anything about contextual events that happen in the real world. Combining your website and/or app data with public available data can be of great value to your business.

A good example of contextual data that can be relevant to you or your business is weather data. BigQuery's public data program provides exactly what we need.


Let's take a look at the public noaa_gsod global weather data set.

This public dataset was created by the National Oceanic and Atmospheric Administration (NOAA) and includes global data obtained from the USAF Climatology Center. This dataset covers GSOD data between 1929 and present, collected from over 9000 stations. Update frequency: daily.

This is an incredible source of information. We will explore this data set so we can use it for our purpose: combining it with GA data.



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