There are many organizations that are already beginning to realize the advantages that were foreseen in this type of structure. Thus, thanks to the internal infrastructures they have developed, Google, Amazon and Facebook are able to take full use of the advantages and agility of data lakes. In each of these companies, their data lakes have generated a value chain that has allowed new types of business value to emerge:

• The use of data lakes to store web data has increased the speed and quality of searches.
• The use of data lakes to store browsing data has made it possible to implement more effective methods of web advertising.
• The use of data lakes in applications for the analysis of customer interactions and behaviors in different channels, allows obtaining a more complete picture of the profile of each customer.

Data lakes can enable merchants to gain cost-effective insights from raw data from multiple sources, including log files, online audio and video consumption, text files, and social media content, to identify consumer behaviors in real time. real and convert actions into sales. Thanks to this ability to generate 360-degree profiles of customers, merchants are able to better interact with them and show them personalized offers immediately to retain their business or generate new sales.

• Data lakes can help companies improve the performance of their R&D activities, helping researchers make more informed decisions from the myriad of complex data assets that feed advanced predictive analytics models and prescriptive
• Companies can use data lakes to centralize disparate data from different sources and run analytics and machine learning algorithms to be the first to identify business opportunities. For example, in biotech companies, the implementation of a capable data lake could enable management of production, research, customer service, and public data series data to provide real-time visibility of the research process to multiple user communities through different user interfaces.

Regardless of your current situation, it's time to look to the future. We are on a journey towards enterprise data connectivity. As businesses become more purely digital, access to data will become a critical priority, as will speed of development and deployment. The data lake is a dream that will allow us to respond to these needs. The value of the global data lake market was estimated at $7.9 billion in 2019 and is expected to continue growing at a CAGR of 20.6% to reach $20.1 billion in value by 2024.