Demystifying Data Lakes


While most marketers are aware of the important role data plays in their strategies, the real challenge in today’s omni-channel consumer environment is making sense of all the disparate data points from both online and in-store interactions.

 

By 2020, the digital universe will create 44 trillion gigabytes of data. But today, just 5% of that data is actually being analyzed. With the amount of data only expected to grow, demand is increasing for ways to maximize insights.

 

Enter the next evolution of data management: data lakes. Data lakes are capable of ingesting and processing massive amounts of structured and unstructured data through a flexible, cloud-based platform.

 

  • Data Lakes are helping marketers:
  • Create powerful audience segments using data on customers and their shopping behaviors from disparate sources within one seamless platform
  • Gain a holistic view into all of their marketing initiatives by linking together these disparate data sources
  • Get an understanding of how their marketing dollars are really working for them with real-time ROI measurement

 

Viant’s Demystifying Data Lakes provides the definitive guide for marketers and advertisers on the core advantages and use cases of a data lake platform. 

 

Download the report to learn more.

 

With questions on the report's research findings, or for press and media inquiries, please contact Viant's Marketing & Communications team at marketing@viantinc.com.