Let’s say you’re working with a legacy data warehouse. Can you reach customers across all their devices, based on identifiers such as email addresses, cookies, IP addresses, home addresses, device identifiers and geolocation data?
Maybe not. And even if you can, it is difficult to persistently and accurately connect them. But it can be done by switching to a data lake, according to Demystifying Data Lakes, a white paper released Wednesday by Viant.
Just to be clear, you can view this paper as a pitch for data lakes, particularly the one offered by Viant. But it does offer tips to prevent you from drowning in a lake.