Let us rewind to 1989 when the internet happened to the common computer user. Then, the data processes were sequential, static, and inflexible in the true sense. Integration in that age was a revolution, while ETL (extract, transform, and load) was the contemporary technology beyond the reach of an average business.
Fast forward to today, the internet has billions of users producing an unimaginable volume of data every moment. It is a reincarnation into newer system landscapes and everything on-demand. Like many processes from that era, traditional ETL meant for on-premise landscapes does not perform anymore. Despite evolution over the years, traditional ETL processes have lost the race to the madness called big data.