Why normalization is critical

Normalization is crucial for the Extract-Load then Transform (ELT) process as it ensures correctness, flexibility, and understandability of data. Traditionally, data analysts accessed modeled data in a data mart due to technology limitations. However, with advancements in cloud data platform architectures, data modeling can be separated from transformation and analysis by landing the data in a normalized schema. Normalization allows for verifiable correctness, flexibility to changing downstream needs, and intuitive understandability by data modelers. Fivetran delivers normalized schemas that are as close to third normal form (3NF) as possible, automating the Extract-Load process into a normalized schema and freeing up valuable data engineering time for higher-valued activities.