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December 5-6, 2016: Training
December 6–8, 2016: Tutorials & Conference

How to use a marketing data lake for data-driven marketing

Franz Aman (Informatica)
5:05pm–5:45pm Thursday, December 8, 2016
Becoming a data-centric company
Location: 328/329 Level: Non-technical
Average rating: ****.
(4.33, 3 ratings)

Prerequisite Knowledge

  • Basic familiarity with technical terms like marketing IT support and general marketing principles (useful but not required)

What you'll learn

  • Understand why and how to use a big data approach to solve key marketing challenges


Marketing has become ever more data driven. While there are thousands of marketing applications available, it is challenging to get an end-to-end line of sight and fully understand customers. In the old data warehouse world, you were limited by the structure of the warehouse in the questions you could ask. If you had a new problem and questions to ask, it would take an IT project and weeks or months to get additional data nicely fitted into dimensions before you could get answers. Fast forward to big data. The schema on read versus write approaches allows you to be creative, experiment, and ask new questions any day. The data is already there in the data lake.

Franz Aman explains how bringing the data from the various applications and data sources together in a data lake changes everything. Along the way, Franz shares his experience implementing a data lake at Informatica. With the data lake, Informatica has been able to roll up data from many sources (social, marketing automation, the Web, CRM, reverse IP mapping, firmographics, etc.) and expose account-specific customer heat maps, resulting in a 70% increase in telesales productivity. The data lake powers many different use cases, including account-based marketing, marketing ROI analysis, form and shopping cart abandonment analysis, buying team identification for B2B marketing, segmentation for targeting and personalization, and leveraging product instrumentation and signals for nurturing and targeting.

Join Franz to learn what is required to put a successful big data marketing program in place, from data best practices, marketing operations, data management, and integration with different marketing applications via iPaas and Rest APIs to analytics and visualization in Tableau.

Photo of Franz Aman

Franz Aman


Franz Aman is senior vice president of brand and demand at Informatica, where he is responsible for branding, global demand generation, marketing operations, content, and digital marketing. Previously, Franz held numerous executive positions within industry-leading technology companies, including SAP, BusinessObjects, BEA Systems, SGI, and Sun Microsystems. He has more than 20 years of experience in leadership and innovation across marketing, including global product marketing, product management, strategy, brand, and communications. Franz holds a degree in geophysics from Ludwig-Maximilians University, Munich, Germany.