Understanding the Data Infrastructure Landscape

In the Marketing Tech and Advertising Tech industries, data infrastructure has undergone significant transformations to keep pace with the demands of big data analytics and real-time decision-making. The landscape is characterized by a blend of both cloud and on-premises solutions, each offering distinct advantages.

On-Premises vs. Cloud-Based Data Infrastructure

When choosing a data infrastructure, organizations need to consider whether to deploy it on-premises or in the cloud. Both options have their advantages and disadvantages, and the choice depends on factors like data security, scalability, cost, and IT expertise.

On-premises data infrastructure refers to deploying and managing data infrastructure within an organization’s own data centers. This provides full control over data security and compliance, as well as the ability to customize the infrastructure to specific requirements. However, on-premises infrastructure can be costly to set up and maintain, and it may require dedicated IT resources for management and troubleshooting.

Cloud-based data infrastructure, on the other hand, refers to deploying and managing data infrastructure on cloud platforms like AWS, GCP, or Microsoft Azure. Cloud-based infrastructure offers scalability, flexibility, and cost-effectiveness, as organizations can easily scale resources up or down based on their needs. It also eliminates the need for upfront hardware investments and reduces the burden of infrastructure management. However, organizations need to ensure data security and compliance when moving sensitive data to the cloud, and they may need to rely on third-party vendors for support and maintenance.

On-Premises Solutions

While cloud solutions are prevalent, some organizations still maintain on-premises data infrastructure for various reasons, including regulatory compliance or specific security considerations. On-premises databases, data warehouses, and Hadoop clusters are often optimized for high-throughput processing of big data.

In terms of data organization, on-premises solutions may utilize optimized columnar databases and in-memory processing for faster analytics. Organizations might employ tools like Apache Spark for distributed data processing, ensuring efficient handling of vast datasets. However, data skew, ongoing resource management issues, and difficulties with integration, combined with the sheer complexity of running big data jobs in Spark and Hadoop are leading many organizations to seek more modern alternatives.

Cloud Solutions

Data infrastructure refers to the underlying foundation that enables the storage, processing, and analysis of data. It encompasses various components, including databases, data warehouses, data lakes, and more. These elements work in tandem to provide organizations with a scalable and reliable infrastructure to leverage their data effectively.

Data Lake vs. Data Warehouse: What’s the Difference?

Data lakes and data warehouses are two popular approaches for storing and managing data, each with its own strengths and use cases. A data lake is a centralized repository that stores raw and unprocessed data in its native format. It offers flexibility and scalability, allowing organizations to store vast amounts of structured, semi-structured, and unstructured data. On the other hand, a data warehouse is a structured repository that stores data in a predefined schema. It is optimized for querying and analysis, making it ideal for business intelligence and reporting purposes.

The Rise of the Data Lakehouse: Combining the Best of Both Worlds

The data lakehouse is an emerging concept that combines the strengths of data lakes and data warehouses, aiming to address their limitations. It leverages the scalability and flexibility of data lakes while providing the structured querying capabilities of data warehouses. By bringing together the best of both worlds, the data lakehouse enables organizations to perform advanced analytics on diverse datasets without compromising on performance or data governance.

Vendors in Cloud Data Infrastructure

Many organizations in Marketing and Advertising Tech leverage cloud platforms such as AWS, Google Cloud, and Azure for their scalability, flexibility, and cost-effectiveness. In the cloud, data is often stored in distributed databases, data lakes, or data warehouses. Modern cloud data solutions like Aqfer, AWS Redshift, BigQuery, and Snowflake, among others, provide a scalable architecture capable of handling massive datasets efficiently. 

These platforms enable organizations to organize data in highly optimized formats, leveraging columnar storage and compression techniques. Parquet and ORC (Optimized Row Columnar) file formats are popular for storing large volumes of data efficiently. Cloud-based solutions also facilitate parallel processing, allowing organizations to process billions of records in parallel and derive actionable insights in near real-time. Further, many vendors offer add-on services to the primary cloud computing platforms such as Google Cloud and AWS as they offer highly optimized services that extend the functionality and scalability of the underlying cloud platform’s capabilities.

Native Solutions

The major cloud vendors, such as Amazon Web Services (AWS) and Google Cloud Platform (GCP), offer their own data warehousing solutions. AWS Redshift and Google BigQuery are two popular choices in this space.


AWS Redshift

AWS Redshift is a fully managed data warehouse service that provides powerful analytics capabilities. It is highly scalable, allowing organizations to easily add or remove compute resources based on their needs. Redshift also integrates seamlessly with other AWS services, making it a preferred choice for organizations already using the AWS ecosystem. However, it can be challenging to optimize the performance of Redshift for complex queries, and the pricing model can be complex and difficult to understand.


Google BigQuery

Google BigQuery, on the other hand, is a serverless, highly scalable data warehouse that allows for fast and interactive analysis of large datasets. It offers automatic scaling and high concurrency, making it suitable for organizations with varying workloads. BigQuery also provides tight integration with other Google Cloud services, making it easy to build end-to-end data analytics solutions. However, it may not be the best choice for organizations heavily invested in the AWS ecosystem, as the integration with AWS services is not as seamless.


Extended Solutions

To make the most of their ever-growing volumes of data, many businesses are turning to dedicated big data management platforms like Aqfer, Snowflake, and Databricks. Though cloud giants like AWS and Google Cloud offer data services, solutions from other platforms can provide businesses with deeper capabilities optimized for marketing, analytics, and data science use cases. The added power of these data-focused platforms comes from performance-enhancing features like caching, indexing, and query optimization that simplify working with massive, complex datasets. By leveraging the stability and scalability of major cloud infrastructure along with robust data tools, businesses can efficiently collect, process, and, and extract insights from their expanding data stores. The combination of cloud provider and specialized data platform gives businesses the best of both worlds – enterprise-grade infrastructure and cutting-edge data management functionality.


Aqfer Marketing Data Platform

Aqfer Marketing Data Platform is a powerful data infrastructure solution that combines the best of both data lakes and data warehouses and focuses specifically on marketing data. It is built on top of major cloud vendors like AWS and GCP, leveraging their storage and serverless compute capabilities. Aqfer provides a unified platform for ingesting, storing, and analyzing marketing data from various sources, such as advertising campaigns, customer interactions, browser traffic, and resolving digital identities.

One of the key advantages of Aqfer is its ability to handle large volumes of data while maintaining high performance. It uses advanced optimization techniques to accelerate data processing and query execution, ensuring fast and efficient analysis. Aqfer also provides a range of analytics and reporting features, making it easy for service providers to help marketers derive insights from their data.


Databricks is a unified analytics platform that empowers organizations to build, train, and deploy machine learning models at scale. It provides a collaborative environment for data scientists, data engineers, and business analysts to work together on data-driven projects. Databricks integrates with popular data sources, such as data lakes and data warehouses, making it easy to access and analyze data from different sources.


One of the key advantages of Databricks is its ability to handle big data processing and machine learning workloads in a distributed and scalable manner. It leverages Apache Spark, an open-source distributed computing system, to process large volumes of data in parallel. Databricks also provides a rich set of libraries and tools for building and deploying machine learning models, making it a preferred choice for organizations with advanced analytics requirements.



Snowflake is a cloud-based data warehouse that has been gaining significant traction in recent years. It is designed to be highly scalable, flexible, and performant, making it a popular choice for organizations of all sizes. Snowflake, like Aqfer, offers an architecture that separates compute and storage, allowing for independent scaling of each component.

However, it’s important to note that Snowflake may not be the best choice for organizations with limited cloud adoption or complex on-premises data infrastructure. Additionally, while Snowflake offers a range of built-in analytics and reporting capabilities, organizations may need to integrate it with other tools and platforms for advanced analytics and machine learning.

Stop Overpaying!

Between mismanaged resources, suboptimal architectures, and inefficient pipelines, organizations are overspending on data infrastructure. Aqfer can help you streamline processing and get new capabilities to market faster.