Competing in the business world today is all about knowing your customers. Consumers have come to expect personalized service and a satisfying experience, and anything less from the brands they interact with might cause them to take their business elsewhere.
Many organizations in a variety of industries struggle to access the customer data they need to provide personalized and contextual experiences across all touchpoints. Recently, data lakes have been touted as the best way to manage the variety of collected customer data, with many big data and analytics solutions focused on a self-service approach to leveraging the value of the data lake.
It is not enough to dump all customer data into a data lake; especially not when analytics engines are only as good as the quality of data they receive.