ETL is a critical, necessary process for almost all analytics projects. But the harsh reality is that ETL is complicated, with many challenges along the way, and implementation can be a daunting task or Extremely Tough to Load :)
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When you think of Big Data, the types of companies using it are probably technology based, perhaps in the finance sector, marketing, websites, and anyone else that needs to process their structured, semi structured, or unstructured data for insights. But what about offline businesses? They probably have a website, but their business transactions are typically done face to face.