Oracle ETL & Data Integration

Photo Daan van Beek MSc
Author: Daan van Beek MSc
Business Partner
Table of Contents

Below we give a comprehensive overview of our independent ETL & Data Integration survey of the software vendor Oracle and its portfolio of products (such as Oracle Goldengate, Oracle Data Integrator and Oracle Warehouse Builder). Oracle ETL & Data Integration scores better in our study than Precisely but slightly worse than IBM. Of all the main criteria in our research, Oracle scored the best in data replication and scored the worst in master data management. We have been able to establish this objectively. Within the context of ETL & Data Integration, we have researched the pros and cons of Oracle Data Integration, and arranged them by topic (DI, extract transform load, data replication and data quality). We also display the key functionalities of the software products like Oracle Goldengate, Oracle Data Integrator and Oracle Warehouse Builder et cetera.

How does Oracle ETL & Data Integration perform on certain components?

In our study we also inspected all relevant products of Oracle ETL & Data Integration software. We examined no less than 290 aspects. The image below shows the strengths and weaknesses of Oracle Data Integration, compared to other [survey name] tools. Please note that Passionned Group is 100% independent of the software vendors in the study. We do not sell software licenses, we do not make deals or have any legal ties to the vendor. Among other things, we help and advise organizations in selecting the right ETL & Data Integration platform.

Score of Oracle Data Integration software.Figure 1: The pros and cons of the software vendor Oracle ETL & Data Integration. A vendor can score a maximum of 100%. Reference: the ETL & Data Integration Guide 2024. Do you need more clarification about the survey structure? Check out our buyers guide for ETL & Data Integration.

The Oracle analysis was made possible by collecting large amounts of publicly accessible data and from there it was exhaustively analyzed. More than 2,662 documents have been analyzed from Oracle since it was included in our research. In this process both algorithms as the critical eye of an experienced and independent specialist played an important role in drawing conclusions.Oracle in our ETL & Data Integration Guide 2024 Image of Oracle in our ETL & Data Integration Guide 2024In our 100% vendor-neutral ETL & Data Integration Guide we have researched all the ins and outs of Oracle for you. You will get access to many (short) courses, tutorials, tech talks, lectures, demos, and so on and always have the latest ETL & Data Integration news at your fingertips. In addition, this guide helps you in deepening your expertise in ETL & Data Integration.view the ETL & Data Integration Guide

Oracle and their complete ETL & Data Integration product portfolio

The vendor Oracle has (a minimum of) 18 products in the field of ETL & Data Integration. Based on relevance we list the products of Oracle below:

What is Oracle Data Integration?

In this part, we describe Oracle Data Integration, including some of its features and any related products. This product group consists of Oracle Goldengate, Oracle Data Integrator, Oracle Warehouse Builder, Oracle Streams, Oracle Data Integration Platform Cloud, Oracle Autonomous Data Warehouse, Oracle Data Quality, Oracle Datalens Server, Oracle Data Profiling, Oracle Metadata Management, Oracle Data Catalog, Oracle Database Replication, Oracle Service Bus and Oracle Data Fabric. This product can be best defined by the following functionalities:

  • API
  • big data
  • bulk data
  • CDC
  • data integration
  • data lakes
  • ELT
  • ETL
  • PDF
  • SOA

Are you curious about all elements (100+) of Oracle Data Integration? Then download our ETL & Data Integration Guide™ 2024 here.

Lacking capacity and want to hire an experienced Oracle Data Integration consultant?

Do you want to hire an interim Oracle Data Integration consultant who can do a mountain of work for you and can help you to implement an Oracle Data Integration application? You can do so using our interim services. Indeed, hiring Oracle Data Integration developers is not always necessary and sometimes even inconvenient. Drop a message here and we will be happy to work for you.

Screen shot of Oracle Data Integration software.
Picture of Oracle Data Integration tools.
Oracle Data Integration in action
Figure 2, 3 and 4: Several images show the operation of Oracle Data Integration. Click on the image to magnify. Credits: Oracle & partners.

What is Oracle Goldengate?

This product is also known as: Goldengate

In this section, we describe Oracle Goldengate, including some of its features and any related products. This product / group of products can be defined by the following features:

  • cloud platforms
  • data integration
  • data protection
  • data replication
  • linux
  • microservices architecture
  • real-time data
  • real-time data integration
  • real-time data warehousing
  • UNIX

Do you want to know everything about all characteristics (100+) of Oracle Goldengate? Then download our ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Goldengate software.
Picture of Oracle Goldengate tools.
Oracle Goldengate in action
Figure 5, 6 and 7: Several images show the operation of Oracle Goldengate. Click on the image to enlarge it. Credits: Oracle & partners.

What is Oracle Data Integrator?

This product is also known as: ODI

In this section, we portrait Oracle Data Integrator, including some of its features and any related products. This product / group of products can be characterized by the following features:

  • big data
  • CDC
  • data integration
  • data integration platform
  • data management
  • ELT
  • ETL
  • master data
  • master data management
  • SOA

Are you now curious about all the functionalities (100+) of Oracle Data Integrator? Then download our ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Data Integrator software.
Picture of Oracle Data Integrator tools.
Oracle Data Integrator in action
Figure 8, 9 and 10: Several images show the operation of Oracle Data Integrator. Click on the image to enlarge it. Credits: Oracle & partners.

What is Oracle Warehouse Builder?

This product is also known as: OWB

Under this heading, we provide a description of Oracle Warehouse Builder, including some of its features and any related products. This product / group of products can be best defined by the following features:

  • data integration
  • data migration
  • data quality
  • data sources
  • data warehouse
  • ETL
  • ETL jobs
  • metadata
  • metadata management
  • windows

Are you curious about all the functionalities (100+) of Oracle Warehouse Builder? In that case open the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Warehouse Builder software.
Picture of Oracle Warehouse Builder tools.
Oracle Warehouse Builder in action
Figure 11, 12 and 13: Several images show the operation of Oracle Warehouse Builder. Click on the image to magnify. Credits: Oracle & partners.

What is Oracle Streams?

In this paragraph, we describe Oracle Streams, including some of its features and any related products. This product group consists of Oracle Streams Replication. This product / group of products can be best characterized by the following features:

  • apache
  • API
  • CDC
  • data integration
  • ETL
  • ETL processes
  • real-time data
  • real-time data integration
  • scheduling
  • security

Are you now curious about all the functionalities (100+) of Oracle Streams? Download the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Streams software.
Picture of Oracle Streams tools.
Oracle Streams in action
Figure 14, 15 and 16: Overlying images illustrate the functionality of Oracle Streams. Click on the image to enlarge it. Credits: Oracle & partners.

What is Oracle Streams Replication?

In this section, we give you insight in the key behaviors of Oracle Streams Replication, including some of its features and any related products. The product Oracle Streams Replication can be best defined by the following properties:

  • CDC
  • database replication
  • data replication
  • ETL
  • ETL processes
  • scheduling
  • SQL

Do you want to know everything about all elements (100+) of Oracle Streams Replication? Then order the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Streams Replication software.
Picture of Oracle Streams Replication tools.
Oracle Streams Replication in action
Figure 17, 18 and 19: Several images show the operation of Oracle Streams Replication. Click on an image to enlarge it. Credits: Oracle & partners.

What is Oracle Data Integration Platform Cloud?

This product is also known as: DIPC

We do not display here all the features but, in this paragraph, we provide a description of Oracle Data Integration Platform Cloud, including some of its features and any related products. This product / group of products can be defined by the following functionalities:

  • data governance
  • data integration
  • data integration platform
  • data quality
  • data sources
  • data transformation
  • data warehouse
  • ELT
  • ETL
  • SQL

Are you curious about all the functions (100+) of Oracle Data Integration Platform Cloud? Download the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Data Integration Platform Cloud software.
Picture of Oracle Data Integration Platform Cloud tools.
Oracle Data Integration Platform Cloud in action
Figure 20, 21 and 22: Various figures show the operation of Oracle Data Integration Platform Cloud. Click on the image to make it bigger. Credits: Oracle & partners.

What is Oracle Autonomous Data Warehouse?

In this paragraph, we provide a description of Oracle Autonomous Data Warehouse, including some of its features and any related products. This product / group of products can be defined by the following characteristics:

  • authentication
  • autonomous data warehouse
  • data integration
  • data lakes
  • data management
  • data sources
  • data warehouse
  • ETL
  • open source
  • SQL

Are you curious about all features (100+) of Oracle Autonomous Data Warehouse? Open the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Autonomous Data Warehouse software.
Picture of Oracle Autonomous Data Warehouse tools.
Oracle Autonomous Data Warehouse in action
Figure 23, 24 and 25: These three images give a first impression of Oracle Autonomous Data Warehouse. Click on an image to enlarge it. Credits: Oracle & partners.

What is Oracle Data Quality?

In this paragraph, we provide a description of Oracle Data Quality, including some of its features and any related products. This product group consists of Oracle Enterprise Data Quality and Oracle Product Data Quality. This product / group of products can be best characterized by the following properties:

  • address verification
  • data governance
  • data integration
  • data management
  • data migration
  • data profiling
  • data quality
  • data quality management
  • master data
  • master data management

Do you want to know everything about all properties (100+) of Oracle Data Quality? Then download our ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Data Quality software.
Picture of Oracle Data Quality tools.
Oracle Data Quality in action
Figure 26, 27 and 28: Overlying images illustrate the functionality of Oracle Data Quality. Click on the image to make it bigger. Credits: Oracle & partners.

What is Oracle Enterprise Data Quality?

In this paragraph, we provide a description of Oracle Enterprise Data Quality, including some of its features and any related products. This product / group of products can be best defined by the following features:

  • address verification
  • data cleansing
  • data integration
  • data management
  • data migration
  • data quality
  • data quality management
  • master data
  • master data management
  • siebel

Are you curious about all the functions (100+) of Oracle Enterprise Data Quality? Open the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Enterprise Data Quality software.
Picture of Oracle Enterprise Data Quality tools.
Oracle Enterprise Data Quality in action
Figure 29, 30 and 31: Overlying images illustrate the functionality of Oracle Enterprise Data Quality. Click on an image to enlarge it. Credits: Oracle & partners.

What is Oracle Product Data Quality?

In this paragraph, we describe Oracle Product Data Quality, including some of its features and any related products. This product can be defined by the following properties:

  • API
  • data governance
  • data integration
  • data management
  • data migration
  • data profiling
  • data quality
  • data quality management
  • master data
  • master data management

Are you curious about all the functionalities (100+) of Oracle Product Data Quality? Download the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Product Data Quality software.
Picture of Oracle Product Data Quality tools.
Oracle Product Data Quality in action
Figure 32, 33 and 34: Overlying images illustrate the functionality of Oracle Product Data Quality. Click on an image to magnify. Credits: Oracle & partners.

What is Oracle Datalens Server?

In this section, we provide a description of Oracle Datalens Server, including some of its features and any related products. This product / group of products can be best characterized by the following properties:

  • API
  • data quality
  • JAR

Are you curious about all the functions (100+) of Oracle Datalens Server? Then order the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Datalens Server software.
Picture of Oracle Datalens Server tools.
Oracle Datalens Server in action
Figure 35, 36 and 37: Several images show the operation of Oracle Datalens Server. Click on the image to make it bigger. Credits: Oracle & partners.

What is Oracle Data Profiling?

In this paragraph, we provide a description of Oracle Data Profiling, including some of its features and any related products. The product Oracle Data Profiling can be best characterized by the following functionalities:

  • data cleansing
  • data management
  • data profiling
  • data quality
  • data quality issues
  • data sources
  • data warehouse
  • ETL
  • metadata
  • SQL

Are you curious about all the functions (100+) of Oracle Data Profiling? Then download our ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Data Profiling software.
Picture of Oracle Data Profiling tools.
Oracle Data Profiling in action
Figure 38, 39 and 40: Overlying figures show the operation of Oracle Data Profiling. Click on an image to enlarge it. Credits: Oracle & partners.

What is Oracle Metadata Management?

In this paragraph, we provide a description of Oracle Metadata Management, including some of its features and any related products. Oracle Metadata Management can be characterized by the following features:

  • big data
  • business glossary
  • data integration
  • data management
  • data warehouse
  • ETL
  • hadoop
  • metadata
  • metadata management
  • metadata repository

Do you want to know the intricacies of all features (100+) of Oracle Metadata Management? Download the ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Metadata Management software.
Picture of Oracle Metadata Management tools.
Oracle Metadata Management in action
Figure 41, 42 and 43: Overlying figures show the operation of Oracle Metadata Management. Click on the image to make it bigger. Credits: Oracle & partners.

What is Oracle Data Catalog?

In this paragraph, we provide a description of Oracle Data Catalog, including some of its features and any related products. This product can be characterized by the following characteristics:

  • business glossary
  • CSV
  • data catalog
  • data governance
  • data lakes
  • data sources
  • enterprise data catalog
  • metadata
  • metadata management
  • mysql

Are you now curious about all the functionalities (100+) of Oracle Data Catalog? Then download our ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Data Catalog software.
Picture of Oracle Data Catalog tools.
Oracle Data Catalog in action
Figure 44, 45 and 46: Various figures show the operation of Oracle Data Catalog. Click on an image to enlarge it. Credits: Oracle & partners.

What is Oracle Database Replication?

In this paragraph, we describe the key elements of Oracle Database Replication, including some of its features and any related products. This product can be characterized by the following features:

  • database replication
  • data protection
  • data replication
  • data synchronization
  • real-time data
  • real time
  • SQL
  • sql server

Are you curious about all properties (100+) of Oracle Database Replication? Then download our ETL & Data Integration Guide™ 2024 here.

What is Oracle Service Bus?

We do not display here all the features but, in this paragraph, we provide a description of Oracle Service Bus, including some of its features and any related products. This product can be characterized by the following features:

  • enterprise service bus
  • JAR
  • real time
  • security
  • SOA
  • SOAP

Do you want to know everything about all the functionalities (100+) of Oracle Service Bus? Then download our ETL & Data Integration Guide™ 2024 here.

Screen shot of Oracle Service Bus software.
Picture of Oracle Service Bus tools.
Oracle Service Bus in action
Figure 47, 48 and 49: Overlying figures show the operation of Oracle Service Bus. Click on an image to enlarge it. Credits: Oracle & partners.

What is Oracle Data Fabric?

In this paragraph, we describe Oracle Data Fabric, including some of its features and any related products. This product / group of products can be defined by the following features:

  • big data
  • data integration
  • data management
  • data sources
  • data virtualization
  • data warehouse
  • enterprise data fabric
  • ETL
  • metadata
  • streaming data

Do you want to know the intricacies of all the functionalities (100+) of Oracle Data Fabric? Then download our ETL & Data Integration Guide™ 2024 here.

Three recent innovations of Oracle Data Integration-tools and the version history

Over time, Oracle has seen a negative evolution in terms of ETL & Data Integration functionality and support for operating systems, cloud platforms and connectivity. The latest added ‘gadgets’ are in the areas of data governance > test data > test data management, master data management > employee master data and data management > big data management > big data security.

We investigated Oracle’s latest updates of its product portfolio. Below you can see the structure of the various releases of the various ETL & Data Integration products of Oracle:

  • Oracle Autonomous Data Warehouse: 2023
  • Oracle Data Integration: 3 2
  • Oracle Data Integrator: 12.2.1.3.0 12.2.1
  • Oracle Enterprise Data Quality: 12.2.1.3.0 12.2.1 11.1.1.7.4 9.0.10
  • Oracle Goldengate: 2023 21.4.0.0.0 21.3.0.0.1 21.3.0.0.0 19.1.0.0.210228 19.1 18.1 12.2.0.2.181009
  • Oracle Metadata Management: 12.1.3.0.2 12
  • Oracle Streams: 11.2.0.3
  • Oracle Warehouse Builder: 2023 11.2.0.4 11.2.0.3.0 11.2

Behind each product are the version numbers, the most recent versions are mentioned first.

Can you easily determine the licensing costs of Oracle Goldengate, Oracle Data Integrator and Oracle Warehouse Builder?

It is difficult to determine exactly how much a license of Oracle Goldengate, Oracle Data Integrator and Oracle Warehouse Builder costs because it depends on the country, the number of users (also consider the amount of CPUs for server versions), the connectors to data sources, and at what point in the year you request a quote. If you do this a few weeks before the end of Oracle’s fiscal quarter, you may be in for a decent discount. As part of a cloud-first strategy, it makes sense running the software in the cloud, for the most part, you only pay for your consumption then. The purchase cost of Oracle Goldengate, Oracle Data Integrator and Oracle Warehouse Builder may not be the most important costs, but maintenance and support do return each year.

What makes Oracle ETL & Data Integration innovative

In our study, we see that Oracle in the field of ETL & Data Integration software has several specific features and thus differentiates itself from the competition. This makes Oracle Data Integration more or less unique: real-time data cleansing, employee master data, data replication framework, data loader task and big data appliances.

The advantages and disadvantages of Oracle Data Integration

Tag cloud of the Oracle Data Integration software.Figure 50: Tag cloud of the developed and less developed aspects of Oracle ETL & Data Integration

In the following paragraphs, we name all the pros and cons of Oracle ETL & Data Integration, Oracle Goldengate, Oracle Data Integrator and Oracle Warehouse Builder, et cetera. The listing in the following paragraphs is subject to change, because: Oracle can currently work on developing new capabilities (such as support for BLOB, amazon redshift, file transfer, sandbox, LDAP authentication, google bigquery, outer join, SOQL, fact table and windows authentication). In addition, documentation may lag behind current events.

Your opinion matters

Leave a review about Oracle ETL & Data Integration here. Your opinion may then come into consideration in an even more sophisticated assessment of the ratings of Oracle Data Integration.

1. Oracle Data Replication

96%

Oracle has an excellent score in our independent ETL & Data Integration survey of the theme ‘Data Replication’ with a score of 96%, relative to other vendors. We used the following selection criteria: database replication, sql replication, transactional replication, data replication framework, replication model, file replication and salesforce data replication. In doing so, we analyzed the following three products: Oracle Goldengate, Oracle Data Integration Platform Cloud and Oracle Database Replication. In total, we examined 32 criteria in this category. Would you like to learn more about the subject ‘Data Replication’? Then download here our ETL & Data Integration Guide 2024.

2. Oracle Data Management

94%

The company has an excellent score in our independent ETL & Data Integration survey on the section ‘Data Management’. The company scores 94% on this topic, compared to other vendors. We looked at the following criteria, among others: data sources, scheduling, real time, data pipelines, source table, streaming data and data extraction. In doing so, we looked at the following five products: Oracle Data Integrator, Oracle Data Fabric, Oracle Autonomous Data Warehouse, Oracle Metadata Management and Oracle Enterprise Data Quality. In total, we examined 71 criteria in this category. Would you like to learn more about the subject ‘Data Management’? Then download here our ETL & Data Integration Guide 2024. Or learn more about the following topics:

3. Oracle Metadata Management

76%

Oracle has a good score in our objective ETL & Data Integration survey on the subject ‘Metadata Management’ with a score of 76%, compared to other vendors. We looked at the following criteria, among others: data catalog, enterprise data catalog and impact analysis. In doing so, we looked at the following two products: Oracle Metadata Management and Oracle Data Catalog. In total, we examined 7 criteria in this category. Would you like to go into more depth with the subject ‘Metadata Management’? Then download here our ETL & Data Integration Guide.

4. Oracle Self-service Integration

76%

Oracle has a good performance in our 100% vendor-independent ETL & Data Integration survey on the subject ‘Self-service Integration’ with a score of 76%, compared to other vendors. We looked at the following criteria, among others: self-service data preparation and self-service data integration. In total, we examined 8 features within this discipline. Are you excited about the subject ‘Self-service Integration’? Then download here our ETL & Data Integration Guide 2024.

5. Oracle Data Integration

75%

Oracle has a good performance in our study on the subject ‘Data Integration’ with a score of 75%, compared to other vendors. We looked at the following criteria, among others: cloud data integration and data integration projects. In doing so, we analyzed the following five products: Oracle Goldengate, Oracle Data Integration, Oracle Data Integration Platform Cloud, Oracle Data Integrator and Oracle Data Fabric. In total, we examined 167 criteria within this section. Would you like to go into more depth with the subject ‘Data Integration’? Then download here our ETL & Data Integration Guide 2024.

6. Oracle Data Quality Management

75%

Oracle has a good rating in our 100% vendor-independent ETL & Data Integration survey on the section ‘Data Quality Management’ with a score of 75%, compared to other vendors. We considered the following factors: data cleansing and address verification. In doing so, we investigated the following three products: Oracle Enterprise Data Quality, Oracle Data Quality and Oracle Product Data Quality. In total, we examined 28 features within this discipline. Would you like to learn more about the subject ‘Data Quality Management’? Then download here our ETL & Data Integration Guide 2024.

7. Oracle Data Connectivity

73%

Oracle has a good score in our objective ETL & Data Integration survey on the subject ‘Data Connectivity’, given that they score 73% on this, compared to other vendors. We considered the following factors: salesforce and ODBC. In total, we examined 50 criteria in this category. Would you like to go into more depth with the subject ‘Data Connectivity’? Then download here our ETL & Data Integration Guide.

8. Oracle Data Infrastructure

71%

The vendor Oracle has a good score in our 100% vendor-independent ETL & Data Integration survey of the theme ‘Data Infrastructure’, given that they score 71% on this, relative to other vendors. We considered the following factors: security, rest API, open source and operating system. In total, we examined 87 features within this discipline. Are you excited about the subject ‘Data Infrastructure’? Then download here our ETL & Data Integration Study 2024. Or learn more about the following topics:

9. Oracle Data Governance

66%

The vendor Oracle has a good score in our independent ETL & Data Integration survey of the theme ‘Data Governance’, given that they score 66% on this, compared to other vendors. We looked at the following criteria, among others: data protection, test data, generative ai and synthetic data. In doing so, we analyzed the following three products: Oracle Data Integration Platform Cloud, Oracle Data Catalog and Oracle Enterprise Data Quality. In total, we examined 16 criteria within this section. Would you like to learn more about the subject ‘Data Governance’? Then download here our ETL & Data Integration Guide.

10. Oracle Master Data Management

40%

The company has a moderate rating in our independent ETL & Data Integration survey on the subject ‘Master Data Management’ with a score of 40%, relative to other vendors. We looked at the following criteria, among others: location data and master data replication. In doing so, we investigated the following two products: Oracle Enterprise Data Quality and Oracle Data Quality. In total, we examined 16 criteria in this category. Would you like to become more proficient in the subject ‘Master Data Management’? Then download here our ETL & Data Integration Guide 2024. Or learn more about the following topics:

Want to know more? Then order the ETL & Data Integration Guide™ 2024 here

The footprint of Oracle ETL & Data Integration in different sectors

In our vendor-neutral ETL study, we also looked at which industries a supplier operates in. These are the industries where Oracle has the largest footprint: agriculture, education, food, governments and logistics.

Oracle software is most used by…

The ETL & Data Integration software from Oracle is most often mentioned in combination with the following function: data stewards.

Hire a competent Oracle consultant

Training and courses Oracle ETL & Data Integration

The specialists of Passionned Group organize various classes in the area of ETL & Data Integration but can also provide specific Oracle training, for instance as incompany. For example, you can think about the following software: Oracle Goldengate, Oracle Data Integrator and Oracle Warehouse Builder. Of course we frame the training with the ideas of the intelligent, data-driven organization.

Final assessment: Oracle Data Integration scores high

Oracle has a extensive product portfolio with which it scores high in our ETL & Data Integration survey. Oracle ETL & Data Integration innovates (approximately) at an average rate of more than 15 features per year, is active (for now) in many different sectors, and has developed best in data replication.

About Passionned Group

logo of Passionned Group, the Oracle ETL & Data Integration specialistPassionned Group specializes in 100% independent ETL & Data Integration consulting and the implementation of ETL & Data Integration solutions. Our driven and passionate consultants help large and small governments and businesses to advance as a smart, data-driven business.

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