What is reverse ETL? Definition, use cases, & benefits
Reverse ETL (Extract, Transform, Load) is the process of syncing data from a centralized data repository, such as a data warehouse or data lake, into operational systems and business applications used by various teams across an organization.
Reverse ETL process
Extract
Data is extracted from the data warehouse or lake, typically using SQL queries to select the relevant datasets or data models.
Transform
The extracted data is transformed to conform to the schema and data formats required by the target operational systems or applications. This may involve filtering, aggregating, or restructuring the data.
Load
The transformed data is then loaded or synced into the destination systems, such as CRM platforms (e.g., Salesforce, HubSpot), marketing automation tools (e.g., Marketo, Mailchimp), business intelligence tools (e.g., Tableau, Power BI), or other SaaS applications.
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Reverse ETL Benefits
- Business teams can all operate off the same source of truth
- Ensures data consistency and synchronization across multiple systems
- Reduces manual effort and delays in accessing data for business teams
Reverse ETL use cases
- Advertising: Reverse ETL helps marketing teams manage audience segments centrally in your warehouse and sync them across all ad platforms. This keeps audiences up-to-date and compliant and can boost match rates and ROAS by syncing enriched conversion events.
- Lifecycle marketing: Reverse ETL syncs customer data, such as attributes, traits, and custom models, to your marketing tools. This lets you create personalized journeys and touchpoints for each customer.
- Sales: Reverse ETL gives sales teams valuable data that is not natively available in their tools. It syncs key attributes like product behavior and sends alerts to tools like Slack, helping sales reps reach out in real-time.
