A goal for just about any organization doing business online is the ability to pull together all the data it has on its customers so it can offer specific products to shoppers in realtime as they move through the “customer journey.”

Transamerica, the insurance and investment giant, tackled that challenge in 2015 with its Enterprise Marketing and Analytics Platform, which allows the company to bring together data from numerous business lines and customer contacts into one holistic view. EMAP is a distributed, scalable and secure platform for storing and accessing data (structured, semi-structured and unstructured) through a Hadoop data lake.

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