The global data lake market was valued at $7.6 billion in 2019 and is expected to grow more than 20.6% from 2020 to 2027. These powerful, cloud-based platforms offer a holistic view of marketing initiatives. They also aid exploration and research by utilizing advanced analytics, artificial intelligence (AI) and machine learning to comb through large amounts of information. But before brands, agencies, and publishers dive in, they need to understand the risks and rewards data lakes inherently bring. …