Modern analytics teams are hungry for data. They are generating incredible insights that make their organizations smarter and are emphasizing the need for data-driven decision making across the board. However, data comes in many shapes and forms and is often siloed away. What actually makes the work of analytics teams possible is the aggregation of data from a variety of sources into a single location where it is easy to query and transform. And, of course, this data needs to be accurate and up-to-date at all times.

Let’s take an example. Maybe you’re trying to understand how COVID-19 is impacting your churn rates, so you can plan your sales and marketing spends appropriately in 2021. For this, you need to extract and combine data from a few different sources:

• MySQL database that details all the interactions your users are having with your product
• Salesforce account that contains the latest information about your current and prospective customers
• Zendesk account that has all support tickets raised by your customers

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