g the data…t of business logic. Personally, I think transform is the most critical step in the entire process. If you take enough due diligence to be consistent in naming, provide accurate timestamps (in the right timezones!), filter out junk data, obfuscate sensitive information, calculate baseline metrics, and provide enough numbers for new metrics to be calculated, the discoverability and usability of the data in the warehouse increases tenfold. In turn, this increases the efficiency of everybody analyzing the data in the warehouse.