Looker is a data access and analysis tool that logically restructures SQL data sources. That is, it lets analysts create metrics, dimensions, transformations, table relationships, and other structures needed for SQL queries without physically reorganizing the data. A different Looker interface then lets non-technical users examine the data without writing SQL. Looker just announced integration with Amazon Athena, which allows SQL queries against data in an Amazon S3 data lake (which itself is not a SQL database). In simpler terms: Looker sends SQL queries to Athena which returns the answers from S3. What matters is that marketers can query a big pool of S3 data. That could include the customer data you’d want in a CDP.