We’re Abusing The Data Warehouse
By now, everyone has seen the rETL (Reverse ETL) trend: you want to use data from app #1 (say, Salesforce) to enrich data in app #2 (Marketo, for example). Because most shops are already sending data from app #1 to the data warehouse with an ELT tool like Fivetran, many people took what they think was a shortcut, doing the transformation in the data warehouse and then using an rETL tool to move the data out of the warehouse and into app #2.
The high-priced data warehouses and data lakes, ELT, and rETL companies were happy to help users deploy what seemed like a pragmatic way to bring applications together, even at serious cost and complexity.
Key Takeaways
<div class="list-item-with-icon">Cloud data warehouse CPU cycles are expensive</div>
<div class="list-item-with-icon">Up-to-date is better than out-of-date</div>
<div class="list-item-with-icon">Reformatting & enriching data in-flight has become easy</div>
<div class="list-item-with-icon">Delivery is getting easier every day</div>