Big Data, Everywhere
By 2020, the digital universe will create 44 zettabytes, or 44 trillion gigabytes of data. But today, only 5% of that data is being analyzed. One of the biggest challenges facing brands is how to tie together disparate data points, especially with today’s complex consumer paths to purchase that span online and in-store channels. One of the ways companies are getting actionable insights on this data is by tapping into the power of data lake platforms.
With Viant’s Data Lake, brands are now able to:
- Create powerful audience segments using data on customers and their shopping behaviors from disparate sources within one seamless platform
- Gain a holistic view into all of their marketing initiatives by linking together these disparate data sources
- Reach customers across all of their devices and understand true reach and frequency across each device
- Get an understanding of how their marketing dollars are really working for them with real-time ROI measurement