Data Lake

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

But First, What is a Data Lake?

A data lake is a centralized repository or data management platform that stores data in its native format, including structured, semi-structured, and unstructured data. By storing data this way, companies have greater flexibility as they can run queries only when the data is needed for analysis.

Ultimately, data lakes enable marketers to have full control over their own data, giving them unbiased insight into all of their marketing initiatives within a single platform.

Viant's Data Lake

The Viant Data Lake is differentiated from any other solution in market because we supply valuable data on our own. We add an identity later to all data attributes within the repository by leveraging the power of the Viant Advertising Cloud’s base of registered users, deterministic device graph, and server logs.

By combining our own proprietary data with strategic partner data, we give brands an unparalleled, comprehensive understanding of people, their devices, and online and offline activity.

The holy grail of marketing in today’s cross-device world is being able to use both online and offline data for targeting, and subsequently measuring the complete customer journey from the first touchpoint to conversion.

This is where Viant’s Data Lake is differentiated. It helps marketers take data from multiple 1st, 2nd and 3rd party sources and house it in one centralized cloud-based platform for immediate analysis and activation. Using Viant’s Data Lake, advertisers can unlock the power of all their data and use it how they see fit. This enables them to gain a deeper understanding of who their customers are, not just on the data they have collected, but also from other 2nd and 3rd party vendors.

With additional insight into behaviors like competing or complementary products purchased and shopping behaviors across all verticals, marketers can competitively conquest or create custom messaging to facilitate more meaningful interactions with customers.

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