Most companies realize they need to become more data driven in order to make better decisions and identify new opportunities. Many also recognize the need for new tools to analyze their data, much of it stored in operational systems.
At the same time, for their operational systems, a growing number of companies have adopted NoSQL databases, the most popular of which is the document database MongoDB. Unfortunately, document databases are nobody’s first choice for analytics, so people end up using ETL to move data from MongoDB to an RDBMS or Hadoop for analysis. ETL processing adds latency, however -- perhaps too much latency if you want your business to be "data driven."