Adapting the enterprise data lake architecture for marketing analytics
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.
Keywords: Big Data analytics; cloud analytics; data architecture; data lake; data management systems; marketing data
Document Type: Research Article
Affiliations: Vice-President of Data Science and Technology, Adviso Conseil Inc.
Publication date: January 1, 2020
- Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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