 The data lake concept was intriguing when first introduced in 2010, but people quickly realized that shoving data into a data lake made data lake stagnant repositories that were essentially storage bins that were less expensive than traditional data warehouses. This is Dave Vellante, join me for IoTaho's latest installment of the data automation series, active DQ intelligent automation for data quality management. We'll talk to experts from Snowflake about their data assessment utility from within the Snowflake platform and how it scales to the demands of business while also controlling cost. IoTaho's CEO, A.J. Vahora will explain how IoTaho and Snowflake together are bringing active DQ to market and what the customers are saying about it. Save the date, Thursday, April 29th for IoTaho's data automation series, active DQ intelligent automation for data quality. Show streams promptly at 11 a.m. Eastern on theCUBE, the leader in high-tech coverage.