Marketers constantly seek more efficient ways of storing and utilizing their data. As the amount of data that marketers rely on ballooned, a new piece of jargon arose called data lakes, which simultaneously store many types of data in their native format and allow people to merge disparate data sets more easily. Mika Yamamoto, chief digital marketing officer at SAP, spoke to eMarketer’s Ross Benes about how the enterprise software firm uses its data lake.