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How a Data Lakehouse Powers Marketing Excellence 

Date

04/09/2025

Category

Lakehouse

Author

Graham McWhorter
How a Data Lakehouse Powers Marketing Excellence
In a prior post, we explored what a marketing data lakehouse is and why it represents a major leap forward from traditional data architectures and Customer Data Platforms (CDPs). We covered how a lakehouse unifies marketing data, eliminates silos, and powers advanced analytics and AI—all within a secure, flexible environment. Now, it’s time to bring that vision to life. In this installment, we’ll explore how marketing data lakehouses deliver real-world impact. From building a true Customer 360 to enabling omnichannel ROI tracking and predictive targeting, we’ll break down the tangible benefits and business results brands can achieve. You’ll also learn how DDG’s lakehouse solution goes beyond industry standards to accelerate time-to-value and drive sustained top-line growth.

Introduction

 A marketing data lakehouse enables brands to break down data silos, improve marketing efficiency, and create more effective campaigns. By centralizing data from multiple sources, organizations gain a deeper understanding of customer behaviors and marketing performance. (If you’re wondering how a marketing data lakehouse is different than a traditional CDP and succesfully overcomes many of the limitations of CDPs, we cover that here.) Implementing a marketing data lakehouse empowers brands and agencies to achieve marketing excellence across a number of frontiers.​ 

How a Marketing Data Lakehouse Powers Marketing Excellence

True Customer 360

True Customer 360

Clean, match, and deduplicate marketing data across all sources to create a single unified view of a customer or prospect.

Personalized CX at Scale

Personalized CX at Scale

Analyze customer journeys and interactions across channels to enable real-time personalization.

Marketing Automation & Efficiency

Marketing Automation & Efficiency

Automate decision-making and analytics with AI, freeing up marketing teams.

Omni-Channel Data Readiness

Omnichannel Data Readiness

Consolidate CRM, direct mail, and digital marketing data into one actionable system.

Enhanced Targeting

Leverage real-time insights and advanced analytics to deliver more relevant messaging to highly-tuned audiences.

Direct Mail Attribution

Direct Mail Attribution

Connect direct mail responders to customer actions across digital channels.

Cross-Channel ROI Measurement

Cross-Channel ROI Measurement

Combine digital and terrestrial data into unified performance dashboards.

Regulatory Compliance

Ensure that marketing data adheres to privacy regulations such as HIPAA, GDPR, and CCPA.

M&A Data Consolidation

Unify marketing data from different legacy systems post acquisition.

Data Decisions Group’s Unique Solutions for Marketing Data Lakehouses

At Data Decisions Group (DDG), we provide a best-in-class marketing data lakehouse solution designed to address the specific challenges faced by marketers. Our lakehouse is engineered for efficiency, scalability, flexibility, and security, ensuring that organizations can maximize the value of their marketing data. Our Data Readiness Platform standardizes data into a true golden record for both customers and prospects, leveraging patented software for efficient data preparation. Unlike many platforms, we are built for growth, with built-in third-party data enhancement and a robust consumer prospect database to fuel top-line growth. DDG also provides the deepest insight capabilities, using proprietary machine-learning driven acquisition analytics to help marketers identify high-value prospects and optimize campaign performance. Additionally, our solution offers enterprise-grade security, ensuring that personally identifiable information (PII) remains secure and can be processed without ever leaving the client’s firewall. Our lakehouse architecture follows the medallion framework, as popularized by Databricks, allowing for scalable and flexible data processing. Unlike many competitors, DDG’s solution is platform agnostic, providing seamless integration with  platforms like Databricks, Snowflake, and Fabric, giving clients the freedom to choose the composable configuration that best suits their needs. Solutions can be deployed in the client’s cloud or ours. One of our key differentiators is our superior engagement model. Compared to traditional platforms and consultancies, DDG’s lakehouse accelerates time-to-value, offers a more agile and flexible implementation approach, and reduces costs. With decades of experience from some of the original pioneers of data-driven marketing, we deliver a proven, trusted solution for marketing teams looking to unlock the full potential of their data.

Key Benefits of DDG’s Marketing Data Lakehouse:

  • Golden Record Accuracy – Standardizes customer and prospect data into a true golden record, including person data, leveraging patented software for efficient data preparation.
  • Engineered for Growth – Leverages built-in third-party data enhancement and a robust prospect database, unique to the industry.
  • Deepest Insight – Utilizes proprietary machine-learning-driven acquisition analytics.
  • Eliminate PII Transfers – Keeps sensitive data secure within the client’s cloud environment.
  • Enterprise-Grade Security – Future-proofs sensitive data with advanced encryption (AES-256) and compliance frameworks (HIPAA, GDPR).
  • USPS-Compliant Data Standardization – Ensures accurate campaign execution while suppressing negative data like vulgarity, deceased individuals, and non-deliverable addresses.
Case Study Highlights Marketing Data Lakehouse

Real-World Impact: How DDG Clients Succeed with Our Marketing Data Lakehouse Solutions

To see the power of a marketing data lakehouse in action, let’s highlight a brief case study of a leading life insurance firm who leveraged this approach to overcome marketing inefficiencies, improve customer engagement, and drive measurable growth. This client faced declining response rates, sluggish reporting, and difficulty recruiting skilled agents. To address these challenges, DDG implemented a cutting-edge Snowflake lakehouse hosted on AWS. By consolidating data sources and integrating real-time analytics tools, the firm achieved: 
  • 100% Increase in Response Rates – Custom audience segmentation and predictive scoring significantly improved engagement and doubled campaign response rates.
  • Improved Agility – Monthly adjustments replaced annual change cycles, allowing the firm to react swiftly to market shifts.
  • Cost Efficiency – Better targeting and improved conversion rates reduced overall customer acqusition cost (CAC).
  • Exciting Top-Line Growth – The firm achieved record premium production in its first year using the lakehouse.
By leveraging real-time insights and DDG’s scalable solution, the firm not only overcame its initial challenges, but positioned itself for sustained success in a competitive market. 

The Future of Marketing Data is Here

The marketing data lakehouse is the future of data-driven marketing. It combines scalability, flexibility, and intelligence into a  unified, composable platform. By adopting a data lakehouse approach, organizations can break down data silos, unlock deeper customer insights, and drive more effective marketing strategies.

Are you ready to transform your marketing data?

Contact DDG today to learn how our marketing data lakehouse solutions can accelerate your business growth.

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