Azure Data Factory (ADF) is a powerful cloud-based data integration service provided by Microsoft Azure, designed to facilitate the creation of workflows for managing and automating the movement and transformation of data. As organisations increasingly rely on data-driven decision-making, the demand for skilled professionals who can effectively manage data pipelines and integrate various systems has surged. This comprehensive guide explores Azure Data Factory interview questions along with detailed answers to help you prepare for your upcoming interview.
Azure Data Factory (ADF) is a fully managed cloud-based data integration service that allows you to create, schedule, and orchestrate data workflows. It enables you to connect to on-premises and cloud-based data sources, ingest and transform data, and store it in a centralized data repository like Azure Data Lake or Azure SQL Database. ADF supports both batch and real-time data integration scenarios, allowing for efficient data processing and analytics.
With ADF, data engineers can build complex ETL pipelines to handle large volumes of data with ease, ensuring that data is readily available for reporting, analytics, and machine learning models.
Azure Data Factory (ADF) is a Microsoft cloud-based data integration service. It allows one to author, schedule, and orchestrate data pipelines that transfer and process data from one or more sources into target destinations. ADF allows data sources in both on-premises and cloud and is therefore an essential tool for hybrid data integration applications.
With ADF, end-users can create ETL (Extract, Transform, Load) and ELT (Extract, Load, Transform) processes without the need to write complex code. It provides a graphical designer for workflow, plus custom code support through Azure Data Flow, SQL, and other tools. Pipelines, activities, datasets, linked services, and integration runtimes are the most important components of ADF.
ADF also offers enterprise-grade monitoring, error handling, and logging support, so it can be used to provide enterprise-level data solutions. If you are transferring data between systems, transforming formats, or running iterative jobs on a schedule, ADF offers data engineering flexibility and cloud scalability.
Azure Data Factory is a data integration cloud service that allows users to build, manage, and automate data movement and transformation workloads. It is a core component of Microsoft's Azure platform, which provides space to execute and streamline data integration activities.
1. Data Integration
It allows organizations to tap and combine data from different sources, both on-premises and cloud, such as databases, data lakes, and other cloud services.
2. Data Transformation
Azure Data Factory gives users the ability to transform data using data flows (code-free transformations) or by utilizing other compute services such as Azure HDInsight or Azure Databricks.
3. Data Orchestration
It offers a canvas upon which to build and run data-driven pipelines that are capable of automating and orchestrating the data movement and transformation processes.
4. Scalability and Flexibility
Azure Data Factory is a scalable, serverless technology, enabling the users to process enormous data volumes and accommodate evolving business requirements without managing infrastructure. It provides a solid graphical framework for the monitoring of data flow execution, debugging of data transformation, and management of pipeline performance.
5. Migration
It is also used in data migration from legacy systems, including SQL Server Integration Services (SSIS), to the cloud.
Azure Data Factory (ADF) provides various data integration and data transformation capabilities as data movement and transformation activities, data flow transformations, and integration with Azure services. ADF also provides hybrid data integration and advanced management and monitoring.
1. Data Movement and Transformation
ADF enables you to move and transform data from and to different data sources and destinations, such as on-premises, cloud-based, and SaaS applications.
2. Data Flows
These are codeless data transformations that enable data engineers and citizen integrators to write data transformations with no code.
3. Hybrid Data Integration
ADF supports connectivity with both on-premises and cloud-based data sources, enabling you to bring together data from different environments.
4. Integration with Other Azure Services
ADF integrates well with other Azure services such as Azure Synapse Analytics, Azure Databricks, and Azure Data Lake Storage.
5. Monitoring and Management
ADF offers monitoring of the performance of pipelines, data lineage tracking, logging viewing, and alert configuration.
6. Scheduling and Triggers
ADF offers scheduling of pipeline execution and triggering based on different events, e.g., upload of a file or new data being available.
7. Visual Interface
ADF provides a graphical interface to author and manage pipelines, with which you can easily design and deploy data integration flows.
8. Data Orchestration
ADF organizes complex data pipelines and enables you to automate and manage data workflows.
9. Scalability
ADF is scalable to process large amounts of data and high-performance workloads.
10. Cost-Effective
Being a fully managed PaaS service, ADF is cost-effective and saves you from the hassle of managing the infrastructure.
11. Built-in Connectors
ADF offers some out-of-box adapters to link to diverse data sources and destinations, supporting over 90+ connectors including on-premises databases, cloud storage, and SaaS applications.
12. SSIS Migration
ADF enables you to shift and lift in-place SSIS packages to Azure and execute them with complete equivalence.
13. Git Integration
ADF also offers Git integration for versioning and collaborative development on pipelines.
14. Data Lineage and Impact Analysis
ADF also offers facilities for data lineage tracking and impact analysis.
Microsoft Azure Data Factory makes it easier for you to move, transform, and work with data across multiple sources. It makes it easier for organizations to design, schedule, and orchestrate data pipelines. Using Azure Data Factory has numerous benefits when handling data in the cloud:
These crucial topics include pipeline construction, data transformation, and integration patterns in Azure Data Factory. You can build effective data pipelines and address general problems. It provides you with the skill to answer interview questions confidently.
| S.No. | Topic | Number of Questions |
|---|---|---|
| 1 | Introduction to Azure Data Factory | 3 |
| 2 | Integration Runtime (IR) | 3 |
| 3 | Pipelines and Activities | 6 |
| 4 | Triggers | 3 |
| 5 | Linked Services and Datasets | 4 |
| 6 | SSIS Integration | 3 |
| 7 | Data Operations | 4 |
| 8 | Error Handling and Recovery | 3 |
| 9 | Security and Networking | 4 |
| 10 | Parameters and Variables | 3 |
| 11 | Monitoring and Logging | 3 |
| 12 | Data Flows | 4 |
| 13 | CI/CD and Source Control | 3 |
| 14 | Notifications | 2 |
| 15 | Miscellaneous | 2 |
Microsoft Azure is one of the top cloud platforms utilized worldwide by companies of all sizes. To prepare for an interview at Azure, you need to be well familiar with its central services, infrastructure, and practical uses. Below is the comprehensive list of the top 50 Azure Data Factory interview questions and answers to aid you in facing your impending interview with confidence.
Azure Data Factory (ADF) is one of the must-have tools for constructing scalable data pipelines. Mastering ADF will also set you apart from other cloud profile-freshers. Learn these questions to enhance your ADF skills and also enhance your success prospects.
The key components of the Azure Data Factory are:
An integration runtime (IR) is the compute platform where data integration services such as Azure Data Factory handle data movement, transformation, and activity dispatch between network environments, cloud and on-premises data sources.
Azure Data Factory supports three different types of Integration runtime:
The purpose of Integration Runtime (IR) in Azure Data Factory (ADF) is to provide a computing infrastructure that connects activities and linked services to perform data integration tasks:
The key differences between Azure Data Lake and Azure Data Warehouse are:
| Feature | Azure Data Lake | Azure Data Warehouse |
|---|---|---|
| Data Storage | Stores vast amounts of raw, unprocessed data in its native format | Stores processed and structured data optimized for querying and analysis |
| Schema | Schema-on-read (applied when data is queried or analyzed) | Schema-on-write (pre-defined schema) |
| Data Types | Supports structured, semi-structured, and unstructured data | Optimized for structured data |
| Scalability | Highly scalable and ideal for large organizations with vast data volumes | Scalable but designed for smaller to medium-sized datasets |
| Processing | Supports big data technologies like Hadoop, Spark, and Presto | Optimized for SQL-based queries and analytics |
| Security | Less secure due to large data volumes and flexible schema | More secure due to structured data and rigid schema |
| Use Cases | Suitable for data science, machine learning, and big data analytics | Suitable for business intelligence, reporting, and analytics |
| Architecture | Can be used as a data lakehouse, combining elements of data lakes and data warehouses | Not designed as a data lakehouse but can be used as a data warehouse |
The key differences between Mapping Data Flow and Wrangling Data flow are:
| Feature | Mapping Data Flow | Wrangling Data Flow |
|---|---|---|
| Purpose | Designed for well-defined, static data transformations (ETL) | Suitable for agile, code-free data preparation and wrangling (data cleansing, transformation, and enrichment) |
| User Interface | Visual, drag-and-drop interface with pre-built data transformation components | Code-free, authoring-based interface using Power Query M scripts |
| Scalability | Scales out to Apache Spark clusters for large data processing | Leverages Spark execution infrastructure for cloud-scale data wrangling |
| Data Support | Supports structured data (e.g., CSV, JSON) | Handles structured and semi-structured data (e.g., JSON, XML) |
| Customization | Limited to pre-defined data transformation components | Supports custom Power Query M scripts for complex data transformations |
| Error Handling | Row-level error handling is not supported | Supports row-level error handling and dynamic access to data rows |
| Integration | Integrates with Azure services (e.g., Azure Databricks, Azure Synapse Analytics) | Works with Power Query Online, providing access to Power Query M functions for data manipulation |
| Functions | Limited to pre-defined data transformation functions (e.g., Table.TransformColumnTypes) | Supports a broader range of Power Query M functions, including aggregation, sorting, and joining |
In Azure Data Factory, error handling can be achieved through Retry Policies and Error Handling Activities. ADF provides default retry functionality, allowing users to set the number of retry attempts and the time interval between them in case of activity failure.
The different rich cross-platform SDKs for advanced users in Azure Data Factory include:
There is no explicit limit on the number of integration runtimes (IRs) in Azure Data Factory. Each data factory can have multiple IRs, and each IR can be used by multiple data factories within the same Microsoft Entra tenant. However, each machine can only host one instance of a self-hosted IR.
The different types of triggers supported by Azure Data Factory are:
Azure Data Factory (ADF) provides several approaches to handle errors in your data pipelines:
The different rich cross-platform SDKs for advanced users in Azure Data Factory include:
The purpose of linked services in Azure Data Factory is to establish connections between Azure Data Factory and various data sources, enabling data integration workflows. Linked services are like connection strings that define the information needed for Data Factory to connect to external resources.
There are several security features provided by Azure Data Factory to protect your data:
Monitoring Azure Data Factory Pipelines:
Troubleshooting Azure Data Factory Pipelines:
The Copy Activity is a key component in Azure Data Factory pipelines that facilitates data movement from a source to a destination. It supports various formats like CSV, JSON, and Parquet and allows data migration between cloud and on-premises systems.
Azure Data Factory Activities are actions that execute in a pipeline. They include copying data, executing stored procedures, calling REST APIs, and running Azure Databricks notebooks. Activities are the building blocks that define the operations of the pipeline.
The ADF pipeline interview questions are designed to test your experiential skills and practical expertise in building and managing data pipelines. They shift beyond the basic level and cover aspects like parameterization, error handling, and combining different data sources. They also test your ability to resolve real data integration problems effectively using ADF.
Azure Data Factory's Linked Service is essentially a connection string which binds ADF with external data stores. It contains connection settings like authentication details, endpoint URL, and credentials that allow ADF to connect to source and target systems securely. Without Linked Services, datasets and pipelines cannot communicate with external data.
Azure Data Factory datasets define the data structure that must be consumed or generated by an activity. Data sets are a schema for data stores such as files, tables, or blobs. A dataset instructs ADF how to read and process the data in pipeline runs so that dynamic and reproducible data manipulation can be achieved.
Integration Runtime (IR) is the compute platform that runs data movement, transformation, and dispatching logic. IR enables secure data transfer between cloud and on-premises sources, format conversion, and enables pipelines to communicate with resources, and monitors for efficient data movement in complex distributed systems.
Azure Data Factory Triggers are objects that drive pipeline runs on some specific schedule or events. They are Scheduled (time-based), Tumbling Window (fixed window), Storage Event-based, or Custom Event triggers. Triggers provide the assurance of automated data workflow with dynamic pipeline run without manual intervention.
Copy Activity is a vital feature in ADF that replicates data from a source to a destination between various storage systems, structures, and data types. It offers data transformations such as column mapping and data format conversion to facilitate migration across cloud or on-premises environments within varying file structures.
An Azure Data Factory Self-Hosted Integration Runtime is utilized for transfers between data sources within locked-down networks or between on-premises data sources and cloud. It's the best choice if data sources are not exposed to the internet or are behind firewalls, as it gives a safe compute environment to place hybrid integration.
A Tumbling Window Trigger fires pipelines at non-overlapping, fixed intervals. The interval is an exclusive execution window with no gap and no overlaps. It is extremely helpful in time-sliced processing, for example, hourly or daily ETL activities when data is partitioned by dedicated time slices for incremental data processing.
ADF pipeline parameters enable you to pass dynamic values, like file names, dates, or connection strings, at runtime. This helps in reuse and flexibility of pipelines that can address various scenarios without code duplication. Parameters become critical in developing scalable, dynamic data processing workflows in ADF.
Azure Key Vault integration enables ADF to securely store and retrieve secrets like connection strings, passwords, or keys. With ADF being bound to Key Vault, sensitive information is kept securely so it is now feasible to make pipelines load secrets during runtime instead of having them hard-coded in the pipeline code or Linked Services.
ADF pipeline monitoring is done through the use of Monitoring UI for pipeline run tracking, input/output data checking, and error details analysis. You can also configure Azure Monitor alerts and logs to send failure notifications. This facilitates active debugging and guarantees data pipelines run smoothly.
Experienced Candidates Interview Questions for end-to-end, hands-on experience in designing, deploying, and tuning sophisticated data workflows. The Azure Data Factory interview questions advanced encompass CI/CD implementation, performance tuning, enterprise data architecture, and integration with other Azure services. They are designed to assess your capability to design secure, scalable, and production-quality data solutions on Azure Data Factory.
To deploy CI/CD to Azure Data Factory, connect your ADF environment with a Git repository (Azure Repos or GitHub). Author pipelines in Git mode and deploy to production. Deploy via ARM templates with Azure DevOps or GitHub Actions for automated deployment. Use parameter files to handle environment-specific setups, providing consistent and automated deployment to Dev, QA, and Prod environments.
ADF's dynamic content accommodates flexible pipeline behavior via expression usage with pipeline parameters, variables, and system variables. File path, table names, and connection strings can be parameterized. This makes it possible for pipelines to be reused across different datasets as well as different environments. Using the @concat(), @pipeline().parameters, and @variables() expressions, you can dynamically manage pipeline logic at runtime.
Optimization of data flows is a question of shuffles being minimized, joins being minimized, and using broadcast joins where necessary. Process data in parallel by partitioning on source datasets and sink datasets. Stage where necessary and cache to reuse later. Check execution through the data flow debug mode and performance metrics to envision and tackle bottlenecks with ease.
Schema drift enables data flows to support column schema changes without defined schema. Enable it in source and sink transformations and apply dynamic column mapping. Helpful for semi-structured data such as JSON or CSVs with unconventional fields, making data transformation logic reusable and flexible.
ADF security is greater than a single layer. Utilize Managed Identity for safe authentication against Azure services without credentials being stored. Keep secrets in Azure Key Vault rather than in pipelines. Implement role-based access via RBAC, IP firewalls and Private Link for network access restriction, and data encryption at rest and in transit.
Incorporate retry policies internally through configuring the Retry count and interval within activity settings. Utilize If Condition, Switch, and Until activities in complex scenarios to customize control flow and achieve Try-Catch logic by using Success/Failure dependency conditions and log errors to a centralized repository or monitoring system for alerting purposes.
Incremental loads may be managed through watermark columns (time of last update, for instance) or Change Data Capture (CDC) functionality of sources such as SQL Server. Keep the last loaded value in a pipeline variable or metadata table and reference it in query filters to pull new or changed records only.
Utilize ADF UI Monitoring tab to inspect pipeline, trigger, and activity run history. For deeper investigation, turn on diagnostic logs and send them to Log Analytics. Utilize metrics such as activity duration, data read/write volume, and integration runtime performance for debugging and resolving slow-running pipelines or failed activities.
ADF is associated with Databricks through the Databricks Notebook activity or REST API calls. It performs optimally if complex transformations, machine learning, or large-scale big data processing is required. ADF governs and Databricks runs code on Spark. Parameters are passed to notebooks from pipelines for dynamic processing.
Use Azure Integration Runtime for cloud-scale and Self-hosted IR clusters with multi-node for on-premises workloads. Create pipelines for parallel run using ForEach with batch count. Use tumbling window triggers for batch control and manage resource usage with pipeline concurrency and activity-level throttling settings.
The azure data factory scenario based questions check ability to implement concepts in actual data engineering. The questions are supposed to check your ability to design, debug, and optimize data pipelines in Azure Data Factory. You must prove your hands-on experience and concise reasoning to answer them properly.
If a pipeline fails in Azure Data Factory, the first step is to check the Activity Runs and Pipeline Runs for error messages. Based on the error, you can troubleshoot by checking configurations, source and destination connectivity, or possible resource limits. It is important to have retry logic built into the pipeline for such failures.
Parameterized pipelines in Azure Data Factory are useful when you want to pass dynamic values (e.g., dates, environment names, etc.) to pipelines. For instance, if you are copying data from different source systems based on date, you can pass the date as a parameter to your pipeline to filter data accordingly.
For incremental data loading, you would configure Azure Data Factory pipelines to track changes in the source system, using a technique like change data capture (CDC) or by maintaining a timestamp or batch ID to only load new or changed data.
If a data flow activity is taking too long, you could start by optimizing the transformations within the data flow, reducing the number of steps or leveraging more efficient operations. Also, consider breaking down large datasets into smaller chunks or adjusting the partitioning strategy.
To read more than one Excel file, define a linked service to Azure Blob Storage and a dataset with wildcard patterns to read more than one file. Transform and clean the Excel data through Mapping Data Flows. Be sure to take care of each sheet correctly, and load the results into a structured target such as Azure SQL Database using a Copy or Sink transformation.
Use a Get Metadata activity to get the count of files in the folder. This is then followed by a Wait or Until activity waiting until all the anticipated files are available. Once confirmed, go ahead with the Copy or Data Flow activity. Variables must be applied for following file counts and determining flow of execution depending on conditions.
Have the Get Metadata activity retrieve file properties, namely the lastModified date/time. Then use a Filter activity or conditional if statement to match that with the current UTC time minus 24 hours. Process only these filtered files using a ForEach loop using the Copy Data activity.
Use Mapping Data Flows or Stored Procedure activities to execute data validation logic before writing to the target destination in production. Include conditional validation such as null-value occurrences, column type mismatches, or outlier detection. Depending on outcomes, log exceptions, alert, or stop the pipeline from running in order to avoid low-quality data ingestion.
Provision an Azure-SSIS Integration Runtime first. Deploy SSIS packages to the SSISDB in Azure using SQL Server Data Tools (SSDT) or the Azure portal. Then, execute them with Execute SSIS Package activity in ADF pipelines. Modify connection strings and config files to point to cloud resources.
Use a Web Activity or Logic App in the failure or success path of the pipeline to alert emails or trigger notifications. Use Activity Dependency Conditions (Succeeded, Failed, or Skipped) to determine when the alerting process executes. You can also use Azure Monitor to automatically trigger alerts on pipeline run metrics.
Use Mapping Data Flows to do column-level transforms where you can mask, hash, or encrypt sensitive information prior to loading. Use derived columns or conditionals to substitute actual values with obfuscated values. It enforces data protection policy compliance while retaining pipeline automation.
Capture row counts by using system variables such as @activity('CopyActivity').output.rowsCopied. Capture run time by using @utcnow() at beginning and end. Store the latter into variables and output to a log table or file through a Stored Procedure or Web Activity. This provides a good audit trail for data activity.
Utilize a Lookup Activity to execute the query on the source. Check its output with an If Condition activity. Stop the pipeline using a Fail Activity or ignore the subsequent activities when the output is empty. This conditional branching is employed in order to avoid corruption of the data through undesired processing.
Apply a Tumbling Window Trigger at a 15-minute interval with start and end time windows from 09:00 to 17:00. Apply trigger dependency or partitioning logic to load data in intervals. This provides exact, guaranteed loads for data within given operational hours, optimizing resource allocation and minimizing expenses.
Azure Data Factory (ADF) is a cloud-based data integration and ETL (Extract, Transform, Load) service that automates and coordinates the movement and transformation of data. Preparing for an ADF interview is essential for gaining a solid conceptual understanding and practical experience. Here are helpful tips to get ready for an Azure Data Factory interview:
1. Be Familiar with ADF Essentials
Explain ADF, its purpose (ETL/ELT), and key components (Pipelines, Activities, Datasets, Linked Services, IRs).
2. Practice Key Activities
Familiarize yourself with Copy Data, Data Flow, Lookup, ForEach, If Condition, and Web Activity.
3. Know IR Types
Identify Azure, Self-Hosted, and Azure-SSIS IRs and how they are applied.
4. Parameterize & Variable Usage
Familiarize yourself with parameterizing pipelines and making them dynamic and reusable.
5. Error Handling
Describe fundamental error handling techniques (retries, logging).
6. Monitoring
Understand how to monitor pipeline execution.
7. Incremental Load Concepts
Describe fundamental incremental loading concepts (watermark, change tracking).
8. CI/CD Awareness
Understand the concept of deploying ADF pipelines through Azure DevOps/Git.
9. Scenario Practice
Finish how you'd address typical data integration challenges with ADF.
10. Azure Service Integration
Understand how ADF integrates with Blob, ADLS Gen2, SQL DB, Synapse.
11. Speak Clearly
Be concise and assertive in your responses.
12. Practice Real-World Examples
Troubleshooting and real-life scenario examples are important for demonstrating practical knowledge.
In 2025, highest career trends in Azure Data Factory include growing demand for Azure Data Engineers, unification of AI and machine learning with data pipelines, and growing importance of data security and regulation compliance. Data governance and quality, and data pipeline building, are also highest themes, accompanied by requirements for specialists in Azure Stream Analytics and other associated technologies.
| Job Role | Average Package (INR per annum) | Experience Required |
|---|---|---|
| Azure Data Engineer | ₹8,00,000 – ₹15,00,000 | 2 – 5 years |
| Azure Data Factory Developer | ₹7,00,000 – ₹14,00,000 | 1 – 4 years |
| Cloud Data Integration Specialist | ₹6,50,000 – ₹12,00,000 | 1 – 3 years |
| Data Pipeline Architect | ₹12,00,000 – ₹20,00,000 | 4 – 7 years |
| Azure Data Analyst | ₹5,50,000 – ₹10,00,000 | 1 – 3 years |
| Azure Big Data Engineer | ₹9,00,000 – ₹16,00,000 | 3 – 6 years |
1. Azure Data Engineer Roles
Azure Data Engineers are in high demand, particularly with experience in the creation and maintenance of data pipelines with Azure Data Factory. They should have knowledge in ETL operations, data warehousing, and data lake solutions.
2. AI and Machine Learning
AI and machine learning in data pipelines are also on the rise. Azure Data Engineers must be able to leverage Azure Machine Learning and other AI services to automate processes, predict patterns, and enhance data quality.
3. Data Security and Compliance
Data security and compliance are at a top priority with growing data volumes and complex data. Data protection security best practices and security threats in Azure environments must be familiar to Azure Data Engineers.
4. Azure Stream Analytics
Azure Stream Analytics is a strong real-time data processing and analytics service, and it should gain more prominence in 2025. Azure Data Engineers must know about this service to create real-time data pipelines.
5. Data Governance and Quality
Data governance and data quality are essential to decision making based on data. Azure Data Engineers must be able to enforce data governance policies and maintain data quality all along the data pipeline.
6. Data Pipeline Development
Azure Data Factory is one of the primary tools employed to create and manage data pipelines. Azure Data Engineers must be proficient in creating, deploying, and managing such pipelines.
7. Collaboration and Communication
Azure Data Engineers may frequently have to work with other teams, including data scientists, cloud architects, and DevOps engineers. Strong communication and collaboration skills are needed to succeed.
8. Cloud Skills
There must be an advanced level of understanding of Azure cloud services for any role as an Azure Data Engineer. This would include Azure Data Factory, Synapse Analytics, and other applicable Azure services.
In conclusion, the Azure Data Factory is a tool that allows businesses to streamline their data management and ETL processes in the cloud. As a key component of the Azure Data Factory ecosystem, any data engineer must understand its functionalities, workflows, and features to build scalable and efficient data pipelines. Being prepared for Azure Data Factory interview questions, including scenario-based questions, will help you stand out in your next job interview.
The most commonly asked questions revolve around the ADF pipeline, linked services, and copy activity. Interviewers want to assess your understanding of these core concepts and your ability to design and manage pipelines.
Real-time interview questions focus on the practical application of ADF to solve real-world problems. Expect questions about designing pipelines, handling errors, and managing complex data transformations.
For advanced ADF interview questions, focus on mastering complex concepts like data flows, parameters, triggers, and real-time data processing. Make sure you are familiar with best practices for pipeline design, error handling, and performance tuning.
The Interview questions on Azure Data Lake asked in job interviews to assess a candidate's knowledge and practical experience with Azure Data Lake Storage (ADLS) and related Azure services for big data storage and analytics.