With BigQuery business and organisations have a unique chance of taking there analytics data and start the transformation towards a data lake. By combining customer, analytics, marketing and CRM data here we not only get a repository where can have room to add or work with data as we see fit, we also open up for the opportunity to use machine learning to actually sift through our data to help determine the causality and relationship between the individual data points. This way we use the full power of data to define our segments and profiles based on their actual behavior and not our prejudice.