Building a Comprehensive Marketing Data Lake for Analytical and Executional Use Cases

This event is over.

With modern big data tools, a single source of accurate and timely customer, marketing, and sales data can drive business intelligence, analytical, and execution use cases across all channels and all stages of the buying cycle.

Join us on June 20th at 3pm ET/12pm PT, as Andy Hasselwander, Chief Analytics Officer at MarketBridge, and Steve Erbentraut, Chief Technology Officer at Intelisent explore the benefits of developing and maintaining an owned, in-house Go-To-Market Data Lakes (GTMDL) as a supplement to traditional software-based CDPs. While CDPs often have fragmented customer profiles, low-flexibility, and high cost, the GTMDL can offer more flexibility, scalability, and future-proofing while powering comprehensive analytics capabilities and traditional activation use cases.

The webinar will cover;

· Use cases for building a Go-to-Market Data Lake: Marketing and sales measurement, AI and machine learning, true analysis, and in-market activation

· Design principles: Robust data governance, in-house marketing science resourcing, decoupling principles, and infrastructure choices.

· Development approach: Leveraging a reproducible, code-first approach and modern multi-tenant technologies.