Meaning making – separating signal from noise. How do we transform the customer's next input into an action that creates a positive customer experience? We make the data more intelligent, so that it is able to guide our actions. The Data Lake builds on Big Data strengths by automating many of the manual development tasks, providing several self-service features to end-users, and an intelligent management layer to organize it all. This results in lower cost to create solutions, "smart" analytics, and faster time to business value.