The Master Graph - combining realtime data from audience, content and advertising (Round 6)
So far, data models in a data warehouse or in a data lake tend to proliferate into data swamps. Only by understanding the relationships of interconnect data can a true understanding of cause and effect emerge. But joining each individual data source and system under the strain of availability, quality and integration often requires a lot of resources and proves costly. Unifying and linking data in a graph helps us to overcome the limitations mentioned above. A unified methodology for querying deeper insight into the data allows organizations to easily establish data-driven processes.