How should Northern Trail Outfitters store their data in Marketing Cloud when dealing with multiple tables, including those without sendable data?

When managing multiple tables in Marketing Cloud, especially when some of these tables do not contain sendable data, using Data Extensions is the most effective approach. Data Extensions allow for a significantly higher level of customization compared to lists. They can accommodate various data types, fields, and relationships, making them suitable for complex datasets, including those that might not be directly utilized for sending emails.

Additionally, Data Extensions can manage larger datasets and enable sophisticated querying capabilities, allowing marketers to group and segment data as needed. This flexibility is essential in scenarios where data may not be sendable but is still relevant for reporting, analytics, or further customer engagement strategies.

In contrast, lists are limited in their structure and are primarily useful for smaller, less complex datasets. They also lack the capabilities needed for managing non-sendable data effectively. Journey Audiences and Data Filters have different purposes, focusing more on audience segmentation and filtering criteria within journeys rather than on data storage itself. Therefore, Data Extensions provide the necessary functionality for storing varied and complex data effectively, making them the best choice for Northern Trail Outfitters.