ETL Process

ETL stands for Extract, Transform, Load, a workflow used to move data from source systems into a destination model suitable for reporting and analysis. Extraction collects raw records, transformation standardizes and enriches them, and loading writes curated data into a warehouse or analytics layer. In marketing analytics, ETL is essential for joining channel metrics with product and revenue outcomes. Good ETL design includes data validation rules, idempotent jobs, backfill capabilities, and observability for failures. Weak ETL pipelines create silent metric drift and decision errors, especially in attribution or ROI reporting. Teams should document transformations as business logic, not hidden scripts, so stakeholders understand how numbers are produced and can trust downstream dashboards.