How to Get the Most Value from Your Marketing Data in a Data Lake

In the age of big data, marketing teams at large companies are spending enormous budgets on campaigns but often struggle to prove the return on their investments. Why? The answer often lies buried in the complexity of marketing data itself. Data lakes and warehouses can be powerful tools for making data-driven decisions, but only if marketing teams and engineers can work together to harness their potential.

Common Challenges with Marketing Data

1. Data Cleanliness
   Marketing data is only as good as its accuracy. Duplicate records, incomplete information, and inconsistent formatting are common culprits that prevent teams from gaining meaningful insights. Poor data hygiene leads to flawed reports and skewed results, wasting time and resources.

2. The App Overload
   Most marketing teams rely on a dizzying array of third-party apps and platforms—email marketing tools, CRMs, social media schedulers, analytics platforms, and more. While each tool is valuable in its own right, the fragmented data they generate creates silos, making it difficult to get a comprehensive view of performance.

3. The Sheer Volume of Data
   Marketing teams generate enormous amounts of data every day, from website traffic to ad clicks, email performance, and customer behavior. Without a structured approach to organizing and analyzing this data, it’s easy to drown in the noise and miss critical patterns or insights.

The Solution: A Unified Approach to Your Data

To tackle these challenges, many companies turn to data lakes or warehouses. These systems centralize data from various sources, making it easier to analyze and derive insights. However, implementing and using a data lake effectively requires close collaboration between marketing teams and engineering experts.

This is where Wavy Days Marketing comes in. As a seasoned marketing operations expert, I specialize in acting as the bridge between marketing and engineering teams. I help marketing leaders:

• Identify gaps in data cleanliness and implement processes for ongoing maintenance.
• Unify fragmented data from third-party apps into a central repository.
• Simplify the overwhelming volume of data into actionable insights that drive ROI.

By ensuring everyone speaks the same “data language,” I empower businesses to make smarter, data-driven decisions and finally connect their marketing investments to real business outcomes.

Ready to Get More from Your Marketing Data?

If your marketing team is struggling to make sense of its data or bridge the gap with engineering, don’t let valuable insights slip away. Let’s work together to make your data lake work for you. At Wavy Days Marketing, we specialize in bridging the gap between marketing and engineering teams to maximize the value of your marketing data.

Contact Michelle at Wavy Days Marketing and take the first step toward smarter, data-driven decisions.