The Data I Dont Have
A simple use case of a data lake is to understand customer lifetime value (CLV), and th use that as a feature in the calculation of acquisition cost for new customers. Simply put, how much should you spend on acquireing each type of new customer. The other side of this is how much should you spend on customer retention based on CLV. These are not just marketing questions, this affects the sales channel, customer success, retention and overall revenue of the company. It is always cheaper to keep a customer than to acquire a new one. Your data lake needs to span all these areas and much more to drive success.