Adapting the enterprise data lake architecture for marketing analytics

Roger Kamena
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Roger Kamena: Adviso Conseil Inc., Canada

Applied Marketing Analytics: The Peer-Reviewed Journal, 2020, vol. 6, issue 1, 65-72

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.

Keywords: data lake; data management systems; Big Data analytics; cloud analytics; marketing data; data architecture (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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