A media company collects customer behavior data, such as how frequently they tune in, specific viewing habits, and peak usage in real time, in order to improve their services. The company likes to…

A media company collects customer behavior data, such as how frequently they tune in, specific viewing habits, and peak usage in real time, in order to improve their services. The company likes to segment its customers for advertisers by correlating viewing habits with public data, such as voter registration, in order to launch highly targeted campaigns to specific demographics. What technology should their Data Architect consider?