Every company is looking to reinvent their business, they want to become Datadriven but still focus on their core business and not become a tech company.. initially. After a while they might want to become a techcompany since they might sit on uniqe data that can be pushed to applications etc.
Links
Azure Data Architecture Guide – Blog #1: Introduction
https://blogs.msdn.microsoft.com/azurecat/2018/06/21/azure-data-architecture-guide-blog-1-introduction/
Azure Data Architecture Guide
https://docs.microsoft.com/en-us/azure/architecture/data-guide/
Azure Data Lake Storage Gen2 Preview
https://docs.microsoft.com/en-us/azure/storage/data-lake-storage/evaluation