Storage for data in its raw, original form: event streams, logs, exports, and files, kept cheaply and structured later, if at all. Data engineers and data scientists work here; the lake is where data lands first, not where campaigns run from. Raw data has to be cleaned and structured before marketing can act on it.
Also known as
lake; lakehouse
How Asteroad uses it. In enterprise (level 3) architectures, the lake or lakehouse is part of the central data platform that owns the customer data asset. For marketers the practical meaning of "it's in the lake" is a timeline: it is not audience-ready yet, and someone has to model it into a warehouse or mart before a campaign can use it.
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