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Adapting the enterprise data lake architecture for marketing analytics

Author

Listed:
  • Kamena, Roger

    (Adviso Conseil Inc., Canada)

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.

Suggested Citation

  • Kamena, Roger, 2020. "Adapting the enterprise data lake architecture for marketing analytics," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(1), pages 65-72, June.
    • Handle: RePEc:aza:ama000:y:2020:v:6:i:1:p:65-72
    as

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    More about this item

    Keywords

    data lake; data management systems; Big Data analytics; cloud analytics; marketing data; data architecture;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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