Many large brands today have set up “data lakes” where all their data gets stored and made available to other applications for processing and analysis. These data lakes combined with business intelligence tools such as Tableau have created powerful analytics environments where brands can answer questions such as:
- What customer segment is most responding to my ads?
- Which ads are leading to the most amount of lifetime customer value?
- Do people who see my ads spend more with me?
- Am I spending more money to reach my customers than they are spending with me?
Brands have staffed up data analysts and data scientists to make sense of all this data and answer these important business questions to improve strategy and validate what partners are telling the brand.
Data lakes ultimately rely on data to flow into them. Google’s recent changes with Ads Data Hub keeps data locked within Google Cloud and cannot be combined outside of Google’s controlled environment. As a result, data lakes for marketing are under threat by recent changes by Google.
Consequently brands with sensitive customer data are forced to decide whether to upload that data to Google to run in a Google-controlled data lake or keep it off the Google Cloud where they’ll need to find other vendors to solve their needs for tracking, analyzing, and modeling.
More on the Ads Data Hub series