Non-relational databases designed for flexibility and scale, including document stores, key-value stores, and graph databases.
A NoSQL database stores data in formats other than traditional relational tables - documents, key/value pairs, wide columns, or graphs. NoSQL is often used when you need flexible schemas, high write throughput, or horizontal scaling, but trade-offs vary by database type.
For marketing systems, NoSQL can be useful for event tracking, logs, and content stores - while relational databases often remain best for transactions and reporting joins.
Browse related definitions in the same glossary category.
Data Enrichment
The process of enhancing existing data with third-party data to make it more useful and insightful.
Data Normalisation
Organising database tables to reduce redundancy and improve data integrity through structured relationships.
Data Warehouse
A centralized repository of integrated data from one or more disparate sources, used for reporting and data analysis.
ETL / ELT
Extract, Transform, Load - processes for moving and transforming data between systems. ELT loads raw data first, then transforms.
Event-Driven Architecture
A design pattern where systems communicate through events, enabling loose coupling and real-time processing.
Multi-Tenant Architecture
A system design where a single instance serves multiple customers (tenants) with data isolation.
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