Data Warehouses Featured

White Paper: Why Businesses Need to Look at Cloud-based Data Warehouses to Stay Competitive

20 July 2023 Time to read:  minutes

Executive Summary

In the ever-evolving landscape of data management and analytics, organisations are continuously seeking efficient and flexible solutions to handle their growing data needs. One of the critical decisions facing businesses today is whether to opt for a cloud-based data warehouse or an on-premises solution. This white paper outlines the numerous advantages of adopting cloud-based data warehouse technology over traditional on-premises solutions, highlighting benefits such as scalability, cost-effectiveness, ease of management, and enhanced performance. However, possibly the most important reason is that the innovations in cloud based data warehousing mean that using these tools allows businesses to go from descriptive analytics (just about being able to tell why something happened in the past) to prescriptive and predictive analytics, where organisations can use data and analytics to steer the business in competitive directions based on data extrapolation and future modeling.

1. Introduction


As organisations accumulate vast amounts of data, the need for efficient data warehousing and analytics solutions becomes paramount. Traditionally, on-premises data warehousing has been the norm, requiring substantial upfront investments in hardware, infrastructure, and maintenance. However, the rise of cloud computing has revolutionised the data management landscape, providing an array of benefits that are challenging the status quo.

Purpose of the White Paper

The purpose of this white paper is to provide decision-makers and technical stakeholders with an in-depth analysis of the advantages of cloud-based data warehouse technology over on-premises solutions. By understanding the benefits and potential challenges, organisations can make informed decisions that align with their business goals and data management strategies.

2. Cloud-Based Data Warehousing

Definition and Overview

A cloud-based data warehouse is a repository for storing, managing, and analysing large volumes of data, hosted on cloud infrastructure. Unlike traditional on-premises solutions, cloud data warehouses leverage the resources of cloud service providers to offer flexible and scalable solutions that cater to dynamic data needs.

Key Characteristics

Cloud-based data warehousing solutions share the following key characteristics:

  • Scalability: Cloud data warehouses can effortlessly scale up or down based on data requirements, ensuring optimal performance and cost efficiency.
  • Pay-as-You-Go: Organisations pay for the resources they use, allowing for better cost control and resource allocation.
  • Managed Services: Cloud providers manage the underlying infrastructure, freeing organisations from the burden of hardware provisioning and maintenance.
  • Global Accessibility: Data can be accessed from anywhere, enabling remote work, collaboration, and real-time decision-making.
  • Security and Compliance: Cloud providers offer robust security features and compliance certifications to protect sensitive data.

3. Advantages of Cloud-Based Data Warehousing

Scalability and Elasticity

Cloud-based data warehouses excel in scalability, allowing organisations to scale up or down in response to changing data needs. Traditional on-premises solutions require substantial upfront investments in hardware that may not accommodate sudden data growth or fluctuations.


Cloud-based data warehousing follows a pay-as-you-go model, eliminating the need for significant upfront capital investments. Organisations pay only for the resources they consume, leading to cost savings and improved budget allocation.

Reduced Infrastructure Management and Faster Time to Value

Cloud data warehouses eliminate the operational overhead associated with managing physical hardware, networking, and software updates. This reduction in maintenance tasks allows IT teams to focus on strategic initiatives instead of routine tasks.

Cloud data warehouses enable faster deployment, often requiring minimal setup time. This leads to quicker access to analytical insights and a reduced time-to-market for new projects.

More Data Types and Data Sources

Examples of traditional on premises data warehouses include SQL based ones – that is services based on SSIS (SQL Server Integration Services) SSRS (SQL Server Reporting Services) and SSAS (SQL Server Analysis Services). The issue with this and many others on premises data warehouses is that analysts are limited in the data sources they can use. Many date warehouses can only work with structured, relational data, and others need structured and semi structured data. In many cases this rules out key data sources such as multimedia and social media. Cloud based PaaS services for data open up many more avenues in terms of what data can be used and what data can be stored, via Data Lakes and similar technologies. This adds to the richness of the reporting from the data and also leads to more insight into data driven decisions.

Improved Performance and Analytics – the Innovation is in Cloud First, On premises After

Cloud providers offer high-performance computing resources that enhance data processing and analytics capabilities. Scaling resources on-demand ensures that performance remains consistent, even during peak usage.

In addition, additional services can be brought to bear on your data using Pay-as-you-go (PAYG) PaaS services. For example, we at Trustmarque have exposed data to services such as Azure Data Bricks, which allowed us to use complex pattern-matching algorithms to quickly find redundant data in large and complex data sets. This allowed us to reduce the time taken for a data cleanup for our customers from months to hours.

We have also been able to expose data to Machine Learning algorithms to speed up analytics or to add additional layers of insight to existing data. For example, we have been able to use machine learning algorithms to extrapolate large amounts of customer data. The upshot of this has been that customers have not only been able to carry out reactive and descriptive analytics (they were able to understand why something happened in the past) but have been able to use data for prescriptive and predictive analytics (the ability to predict what might happen in the future given certain market conditions, for example). Customers can even change their business trajectory based on the data insights gained from their analytics services.

What is also becoming apparent is that more and more software vendors are now adding their innovative features to their cloud based services rather than on-premises equivalents. An example would be recent versions of SQL. We used to see new and innovative features being rolled out on-premises and then subsequently making their way to Azure SQL or SQL Managed Instance. More recently we are seeing things like Automatic Tuning: Azure SQL includes automatic tuning features that can optimise query performance and suggest index changes, reducing the need for manual performance tuning. This is only just starting to be looked at for SQL on premises. The tide of innovation is turning towards cloud based software and services.

Global Accessibility and Collaboration

Cloud-based data warehouses facilitate data access and collaboration from anywhere with an internet connection. This is especially beneficial for globally distributed teams and enables real-time decision-making.

Trustmarque and Microsoft recently completed a joint project to create a TRE (Trusted Research Environment). This involved creating a secure, compliant environment where authorised stakeholders from pharmaceutical and research companies, University research scholars and NHS professionals were able to collaborate and analyse a common patient data set to unlock new insights into patient symptoms and illness categories.


The AI enhancement that now pervades the M365 suite is also beginning to find application in Azure and the data PaaS services are no exception. Copilot will make all services more user friendly and intuitive, powered by AI, almost harnessing this platform to provide a technology assistant to be available to analysts and engineers.

Data Security and Compliance

Cloud providers invest heavily in security infrastructure, including encryption, access controls, and compliance certifications. This often surpasses the security measures that many organisations can implement on their own.

Disaster Recovery and Business Continuity

Cloud data warehouses typically offer robust disaster recovery solutions, ensuring data availability even in the face of hardware failures or other unforeseen events. This enhances business continuity and minimises data loss risks.

4. Challenges and Considerations

While the benefits of cloud-based data warehousing are substantial, organisations should also consider potential challenges:

Data Privacy and Compliance Concerns

Certain industries and jurisdictions have strict data privacy regulations that may impact cloud adoption. Organisations must ensure that their chosen cloud provider adheres to these regulations.

Connectivity and Latency

Accessing data from the cloud relies on internet connectivity. Organisations with limited or unreliable connectivity may face challenges in maintaining real-time access to their data.

5. Conclusion

Cloud-based data warehouse technology presents a compelling alternative to traditional on-premises solutions. The numerous advantages, including scalability, cost-effectiveness, reduced management overhead, and enhanced analytics capabilities and innovation brought about by AI, make it an ideal choice for organisations looking to optimise their data management and analytics strategies. While challenges such as data privacy concerns and potential vendor lock-in exist, careful planning, adherence to best practices, and selecting the right services can help organisations maximise the benefits of cloud-based data warehousing. As the technology landscape continues to evolve, cloud-based solutions are the perfect solution to enhance the competitiveness and agility of organisations with innovation and all-pervasive AI to assist with innovation and the ability to adopt to change quickly.

About Trustmarque

The cloud brings uncapped opportunities to improve your processes, streamline your estate, and raise your competitive edge. Whether you’re well on your way to becoming ‘cloud first’ or just at the start of your journey, we can help you get the most from the Microsoft Azure cloud.

We’re one of the UK’s most highly accredited Microsoft Cloud partners, with all six designations in the Microsoft cloud, including the infrastructure and database migration specialism. We have an established Cloud Centre of Excellence made up of deployment engineers, pre-sales cloud solution architects, managed services experts, project managers, and agile delivery managers. Our experts can help you to design, build, deploy, and manage your cloud environments.

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