Marketing Data Lake Development

Growth leaders have never had more data at their disposal. Effectively organizing and harnessing data to serve the business’s growth objectives can be complex and overwhelming. We work with clients to create a strategy that prioritizes data-related opportunities and needs. We identify pains and pathways, coordinate efforts across lines of business, and identify and activate quick wins and long-term plays.

Making the right upfront technology selections sets the course for efficient and confident activation and use. Understanding the opportunities and constraints of any given environment requires deep and specialized expertise. We help clients navigate myriad options and make informed decisions around platform technology, tooling and integrations. We coordinate and align with organizational IT teams to ensure cooperation and alignment.

Once a platform has been vetted, selected and cleared, it must be provisioned and configured to ensure scalability, performance, reliability and security. We work with clients to design and build the data environment according to the Marketing team’s use cases and in line with compliance and security requirements.

An ETL (Extract, Transform, Load) data pipeline extracts data from various sources, be it marketing platforms, agencies or other lines of business, transforms it into a desired format and loads it into a target destination—in this case, a marketing data lake. Our experts build the ETL pipelines that publish data for consumption in marketing use cases, including campaigns, analytics or performance measurement.

Centralizing data across go-to-market functions is paramount to powering a thriving growth engine. Data sitting in various data lakes or warehouses undermines that goal. We help clients migrate and import relevant data into a new platform environment, modernizing it to serve and support Marketing’s needs and preferences.

Bringing data architecture under Marketing’s purview is new terrain for most leaders. Having a clear plan on how to activate and manage the infrastructure once the database is built ensures ongoing success. We work with leaders to identify and set in motion the database team structure, roles and operating models, whether in-sourced or supported by our team, that will equip Marketing with the data and processes they need to run at peak performance.

Bringing on new platforms that live within Marketing means connecting with a wider ecosystem, one that’s often governed by global organizational compliance and security requirements. We liaise and coordinate with IT partners to gain approval for building the infrastructure in a compliant and secure fashion, reducing the burden on leaders to navigate complex security onboarding processes.