Reverse ETL: Making the Data Warehouse Actionable

Reverse ETL is an emerging solution in the modern data stack that enables businesses to utilize their analytics effectively by copying data from cloud data warehouses into operational systems of record, such as CRM tools and marketing platforms. This process completes the loop of data integration by making insights actionable for business teams. The core reason behind Reverse ETL is to build delightful, data-driven customer experiences by ensuring accurate data is available in downstream systems used by various teams to engage with customers. Operational analytics refers to feeding insights from analytics to business teams in their usual workflow so they can make more data-informed decisions. With the increasing amount of customer data being collected and the decreasing costs of storing data in cloud data warehouses, businesses already have what it takes to meet the expectations of demanding customers.