A review of the data integration tool A review of the data integration tool

Data center.
Image: vladimircaribb/Adobe Stock

The importance of data will continue to grow until 2023 as companies look for better and more efficient ways to harness information. Integrating data warehouses along with ETL techniques will help achieve better data analytics, which in turn will help achieve business objectives. offers one such ETL and integration solution.

LOOK: Job description: ETL/data warehouse developer (TechRepublic Premium)’s low-code platform supports connectivity to over 200 e-commerce-related data stores as well as software-as-a-service applications such as Salesforce, Zendesk, HubSpot and Google AdWords. In this review, we’ll take a closer look at the company’s main product offerings, how much it costs to get started and what alternatives might be.

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What is

The logo.
Image: is a cloud-based integration platform as a service launched in 2021, although the company itself was founded in 2012. and its solutions are the result of a merger of well-known data-oriented tools such as FlyData, DreamFactory , Xplenty and The solution runs on Amazon data centers using Amazon Web Services technology.

At its core, offers ETL and data pipeline solutions with a primary focus on e-commerce customer data and extensive automation features. Having worked in e-commerce for over 15 years, I can attest to the constant need for quick results in data processing and analysis due to the fast-paced nature of the industry.

Although is considered a low-code platform, users have the ability to use comprehensive code as needed for spoken languages, application programming interfaces and web frameworks. features

The platform offers a variety of modules and features to support data integration, data warehouse management and ETL projects. These are the main modules offered.

ETL & Reverse ETL

ETL involves extracting, transforming and loading data to transfer information from various sources into a centralized data warehouse. Reverse ETL involves the opposite of data flow. offers features to help users with both of these processes.

LOOK: Data integration vs ETL: What are the differences? (Technology) users can build and transform data pipelines specifically with ETL connectors for Snowflake, Salesforce, NetSuite, REST API, Redshift and others. The company is the industry’s easiest-to-use no-code ETL and reverse ETL platform.


In’s ELT and CDC solution, more than 100 data connectors are available to automate data pipeline management. Customization, flexible job scheduling, unified analytics and automatic schema mapping are some of the notable features of in this area.

Data Warehouse Insights’s Data Warehouse Insights allows companies to see how users are accessing and engaging with data. An automation feature automatically collects metadata on users, jobs and tables to see what’s working well, how to build reliable forecasts and where improvements may be needed. Real-time reporting provides fast and comprehensive analytics.

LOOK: Cloud data storage guide and checklist (TechRepublic Premium)

Table dependencies are another factor in this module; allows you to determine the more active versus less active models and tables and visualize the dependencies for users and workflows.

API generation

The API generation tool – derived from DreamFactory – connects to data sources without APIs. This is a rare and unique feature that makes stand out from its competitors. In addition, includes the well-known and comprehensive REST API solution.

Data Observability

This free feature is the latest component of the platform. Data Analytics includes fully automated monitoring with customizable notifications, real-time alerts and historical alert resolution tracking, and detailed end-to-end reporting. The solution comes with different types of alerts and this enables data error correction and increasing data credibility at the data owner level.

Pros and cons of


  • Simple data transformation capabilities.
  • Easy workflows to define task dependencies.
  • Streamlined Salesforce to Salesforce integration.
  • Comprehensive data security and compliance.
  • Multiple data sources and destinations.
  • Strong customer support.


  • Only basic error logging is available for troubleshooting.
  • The interface becomes complex when targeting more comprehensive pipelines.
  • The company’s e-commerce background may not be a great fit for other customers.
  • Aspects of the platform are not fully integrated. pricing

Pricing for is simple and easy to navigate. It is based on the number of connectors used, regardless of the associated traffic or number of customers. This applies to both the source and the destination.

According to, customers can expect to pay a flat fee per year based on how many connectors they need, so the price won’t go up even if they increase the number of users or the amount of data.

If they choose to add more connectors, they can then upgrade their package while getting a predictable pricing plan with no hidden fees. This is different from other data warehouse integration platforms, many of which have variable costs that change as users are added or require users to pay hosting and hardware fees.

Interested buyers have the option to contact for more specific pricing information. Free trials are also available for some modules. alternatives


The Fivetran logo.
Image: Fivetran

Fivetran is an ETL data management tool that offers bulk and batch data movement, data centralization and replication, and fast and easy connector deployment.

Users appreciate its ease of setup, robust data migration and API integration features, and rich set of connectors. However, some reviewers have pointed out that the tool is expensive, requires significant in-house expertise to operate and lacks customer support.

Hevo details

The Hevo logo.
Image: Hevo

Hevo is an end-to-end data pipeline platform that focuses on centralizing data warehouses, analytics transformations, and business and operational intelligence.

Users find this product very usable, easy to set up and generally good at meeting their needs. However, some negative reviews indicate that the tool makes it difficult to write transformation scripts. They also point out that models take too long to run and that Hevo should have more data destination options.


The Zapier logo.
Image: Zapier

Zapier is a codeless automation platform that works across thousands of applications. In fact, it is focused more on automation and integration than comprehensive data management and analysis. Zapier is very performance-oriented and relies on workflows.

The reviewer’s benefits are based on the product being usable, easy to administer and good at meeting needs. Users appreciate its customization and wide range of app integration options. It is also considered easy to use and administer.

However, some reviewers have said that complex workflows don’t work well with Zapier. They also point out that cloud-to-cloud operations are not relatively flat and that the cost rises quickly with a significant number of integrations.

Read next: Best ETL tools and software (Technology)

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