The digital marketing industry has been shifting towards a greater focus on data privacy, including regulations like GDPR and CCPA, alongside an emphasis on data science and AI in analytics. A full-service agency like Tinuiti is leveraging modern approaches to build its data stack, enabling easy access to data from various platforms and sources, which is crucial for scaling data products. With the help of a platform like Fivetran, Tinuiti can efficiently collect and synthesize data to derive strong client outcomes, while also improving predictive analytics capabilities through data lakes.