Modern data stack is a comprehensive framework and set of tools designed to efficiently collect, process, analyze, and visualize data in a well-integrated cloud-based data platform. The main characteristics of a modern data stack include robustness, speed, and scalability. Compared to traditional fragmented architectures, the core assumption of the modern data stack is unified access to data across the business.

A typical modern data stack consists of the following:

  • Cloud data warehouse
  • Extract, Load, Transform (ELT) tools
  • Data ingestion/integration services
  • Reverse Extract, Transform, Load (ETL) tools
  • Data orchestration tools
  • Business intelligence (BI) platforms

The entire premise behind a modern data stack is to create an end-to-end flow of data from acquisition to integration, to persistence – where every layer is centered around the analytics platform.

Further reading:


  • Five things every marketer should know about web analytics in 2026

    Web analytics is changing fast. AI is moving from buzzword to actual business impact, privacy rules keep shifting on both sides of the Atlantic, and marketing teams are rethinking their tool stacks. What does this mean for analytics strategy in 2026? We asked industry experts to share their predictions.

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    First-party analytics without consent: Your Digital Omnibus compliance guide

    The Digital Omnibus is the European Commission’s simplification initiative to modernize the EU’s digital rulebook and reduce consent fatigue. The framework would enable first-party analytics without consent when specific criteria are met, ending years of uncertainty about the use of legitimate interest for web statistics.