Data management

Elevating Data Access with Data Virtualization

Dana Tousova
October 3, 2023 | 7 min read
In the recent episode of Accurity Data Vibes live event, Petr Mahdalicek, the founder and CEO of Accurity, discussed the significance of data virtualization in modern data management with Paul Maxon, SVP, Data Architect, and Chief Evangelist at Denodo. They explored how data virtualization helps organizations address the growing demand for real-time data access and integration, enabling faster decision-making and improved customer service. Let’s explore the key takeaways…

Data Virtualization as a Modern Data Integration Technology

Data virtualization is positioned as a data integration and delivery solution that acts as an intermediary layer between data sources (databases, data warehouses, applications, files) and end-users. It enables users to connect to various data sources and construct virtual views or data marts, aggregating data from diverse sources to create business-ready views. Users can access these views via the data virtualization platform, which automatically retrieves, combines, and transforms the data based on user requests. It significantly reduces the complexity of data access by providing a single point of access for users, streamlining data delivery.


Data Integration Challenges in a Changing Landscape

Over the years, the landscape of data integration has evolved significantly. Earlier, businesses primarily focused on ETL processes, nightly data loads, and batch-oriented integration methods. However, the pace of business has accelerated, demanding real-time or near-real-time data access. This shift is not solely driven by technological advancements but, more importantly, by evolving business requirements. Companies need to react swiftly to customer behavior, market trends, and competitive pressures, pushing the boundaries of what traditional data integration methods can offer. In this rapidly changing environment, technology must keep pace with business needs, necessitating innovative solutions like data virtualization.


Changing Business Needs Driving Real-Time Data

The transformation of businesses, exemplified by companies like Amazon offering same-day or next-day delivery, has spurred the demand for real-time or near-real-time data access. The modern business landscape requires rapid decision-making, proactive responses to customer needs, and even predictive analytics. Traditional methods of data integration, such as nightly ETL (Extract, Transform, Load) processes, are no longer sufficient to meet these needs. To remain competitive, businesses require the capability to access and analyze data as events unfold, allowing them to provide better customer service and enhance revenue generation.


Data Virtualization as a Business Enabler

Data integration has transformed from being primarily associated with financial reporting to becoming a crucial enabler for various advanced business use cases. Businesses now require fast access to data to support process automation, AI, advanced analytics, and more. The ability to quickly integrate and utilize data has a direct impact on a company's competitive edge. Modern data integration solutions, like data virtualization, empower organizations to react swiftly to market changes, experiment with new ideas through faster proof of concepts, and leverage data for innovation and efficiency. It's not just a matter of meeting compliance or reporting needs; it's about driving business agility and staying ahead in a data-driven world.


Data Virtualization Use Cases

Data virtualization is a versatile solution with multiple use cases. One prominent use case is the creation of a single view of the customer, often referred to as Customer 360. In this scenario, data virtualization gathers data from various sources—such as CRM systems, databases, and legacy systems—to provide a comprehensive customer profile. This is invaluable for personalizing customer interactions, identifying valuable customers, and implementing targeted marketing strategies. Additionally, data virtualization is essential for analytics, including predictive modeling, churn analysis, and propensity modeling. It also plays a crucial role in data marketplaces, providing a centralized location for business users to access trusted and approved data. This prevents data discrepancies and enhances data governance.


Data Virtualization in Banking and Beyond

Data virtualization is not limited to a particular industry but finds application in various sectors, including banking. Large financial institutions like JP Morgan, HSBC, Deutsche Bank, Credit Suisse, and UBS [PM1]  have adopted data virtualization. In the banking sector, it's used for multiple purposes, such as creating a holistic view of customers for compliance (Know Your Customer) and anti-money laundering (AML) purposes. Additionally, data virtualization helps in web analytics, providing insights into user behavior on websites and enabling personalized marketing. It's a technology that's adaptable across industries and use cases, driven by the need for real-time, comprehensive data access.


Data Observability and Data Virtualization

Data observability, which encompasses tools and practices for monitoring data quality, usage, and flow, complements data virtualization efforts. While data virtualization simplifies data access and integration, data observability ensures that the data being accessed is reliable, accurate, and up-to-date. Observability solutions can track how data is being used within the organization, alerting teams to potential issues, such as data anomalies or breaches. They play a critical role in maintaining data trustworthiness, which is foundational for any data-driven decision-making process. Explore Accurity Data quality and data observability solution.

Limitations of Data Virtualization

While data virtualization is a powerful solution, it's essential to recognize its limitations. One critical factor is its performance with extremely large data sets. When dealing with massive data, such as petabytes, data virtualization may not be the optimal choice. Querying and retrieving such vast amounts of data in real time through data virtualization could strain resources and impact performance. In such cases, it might be more efficient to store and manage this data in a data lake or data warehouse. The decision to use data virtualization should be based on the pattern of data usage and the specific business requirements, as it might not be suitable for all scenarios.


In summary, data virtualization is a transformative technology that addresses the evolving needs of modern businesses for real-time data access and integration. Its versatility in use cases, limitations, and complementary role with data observability makes it a powerful tool in the hands of organizations striving to harness the full potential of their data assets. It's a reminder of how central data has become a strategic asset in the business landscape, and its effective management is key to success.

Watch the recording of this insightful discussion on LinkedIn or YouTube.

Ready to experience the future of data management? Get a free demo now to witness how Accurity can revolutionize your data landscape.

Dana Tousova
VP Marketing

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