The Marketing Data Lake Book By Franz Aman and Anish Jariwala
How a New Generation of Marketing Analytics Changes Everything
Which of my marketing channels drives the most revenue?
How can I increase returns?
Where should I spend next year’s marketing budget?
How a New Generation of Marketing Analytics Changes Everything
If you’re like the marketers we know, you probably spend an inordinate amount of your waking (and sleeping) hours asking yourself questions like these.
But answering them? That’s another matter. For too many years, marketing has suffered a serious accountability problem. Until now.
Enter the marketing data lake. It’s a pioneering big data approach to marketing that could help you unlock unprecedented customer insight.
In just over 200 pages, this book shares the experience of our own Informatica marketing team as they set up a marketing data lake to help them achieve that elusive single customer view.
Inside you’ll find:
- An introduction the marketing data lake
- Five foundations for big data marketing
- Account based marketing and the data lake
- Managing your metadata
- Expert Q&As
- What’s next? The customer data lake
Connect the dots of marketing and reveal a connected, integrated view of your customer data across your marketing applications.
More importantly, get real answers to those questions once and for all.
Download the PDF or iBook version.