This white paper examines why traditional data pipelines are too slow, costly, and inflexible for modern cloud analytics. It outlines five key considerations, including minimizing data transformation, improving performance across the pipeline, balancing self-service with security, avoiding vendor lock-in, and maintaining portability. The paper explains how excessive ETL increases technical debt and distances users from the ground truth. It advocates for architectures that enable fast data ingestion, frequent refreshes, and direct access to raw data. By rethinking pipeline design, organizations can increase agility, reduce costs, and accelerate time to insight.

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