"Of all the organizations within a company, the one that has experienced the most profound digital transformation is marketing," said Franz Aman, senior vice president of marketing, Informatica. "In the past, it has often been difficult for marketers to justify investments, which is why we set out to build a more accountable and agile marketing machine at Informatica using big data and readily available technology. The results have been so transformational that we are productizing our efforts with Informatica Marketing Data Lake. Integration of technology has been the number one pain point in marketing. This is finally over with the Marketing Data Lake providing an integrated, end-to-end view across all the platforms, silos and channels. Everything marketers want to know about their customers' and prospects' relationships with their companies can be analyzed, including their engagement with products and marketing programs, and which campaigns deliver meaningful revenue."