Companies today are increasingly generating large amounts of data to better understand their business, their customers, and their market. Increased data volume alone, however, will not lead to increased success. Instead, companies must find new ways to consolidate and transform disparate data sources in order to generate meaningful insights. A cloud-based Data Analytics Platform (DAP) can integrate the multitude of data sources within a business into an enterprisewide analytics system. By unifying the necessary data analytics technologies, a DAP will ingest raw data, transform it, and use it for reporting, analytics, and visualizations - all at scale - helping to quickly draw out relevant insights that inform better decisions.