Adapting the enterprise data lake architecture for marketing analytics

Abstract

Data lakes have evolved over the last decade from highly complex IT infrastructures on-premise to simpler serverless cloud environments. This change makes data lakes much less difficult to maintain and operate, which provides an opportunity to democratise them beyond operational business intelligence teams to a wider audience, namely marketing analytics practitioners. At the same time, the availability of marketing data has also evolved over the last decade. Marketing technology platforms have proliferated the variety, velocity and volume of data for marketers to process. This paper considers how a data lake architecture could be adapted for marketers to help them go further with their data.