Imagine a place where all business data could be stored in its source form, waiting to be analyzed on call. That place is the data lake, and when properly utilized, it can be one of a business’ most valuable assets, saving money and increasing ROI.
So, it’s been surprising to see data lakes labeled “evil.” The anxiety about data lakes turning into data swamps cedes a level of discourse that suggests businesses don’t really know what to do with their data — and haven’t realized that smart solutions have kept up with the changing reality of data management.
As marketers are being increasingly tasked to tie their campaigns and other investments to top- and bottom-line results, B2B organizations such as MarcomCentral and MakerBot are looking beyond basic activity metrics to understand tracking activity at different stages of the buying funnel. In addition to validating marketing’s impact, this push for deeper insights aims to enhance content and messaging in those stages, enabling marketing teams to provide more relevant and contextual experiences that accelerate deals.