In marketing terms, the concept of a data lake highlights the exponential growth of data collected in the commercial and marketing fields, requiring its storage in a space similar to a lake. The data lake thus represents a modern version of the “old” concept, which emerged in connection with the increase in data volumes and is not limited to the marketing domain. Beyond its evocative nature, the emergence of the terms “data lake” can be seen as a marketing strategy aimed at modernizing the range of services and consulting in this sector. To further understand the concept of a data lake, resources providing more explanations and illustrations are available.