The data management provider has announced its new Marketing Data Lake, which it describes as the first such repository specifically for the needs of marketers.

As Informatica explains in a recent e-book on the subject, a data lake is “a data repository that lets you store and process all your data, from multiple sources, in its native format without having to pre-structure it.”

It complements data warehouses, the company notes, in that generates data schemas “on read,” or when the data is exported and used, instead of “schema-on-write” when it goes into the repository, as with warehouses. A schema is a blueprint for data organization.