A reverse ETL is a data process that involves taking data from a location where it is stored and analyzed (like a data warehouse or data lake) and moving it back into an organization’s operational systems. This means the data can be used in systems like marketing platforms or sales software, allowing the organization to use it in day-to-day operations.
The main goal of a reverse ETL is to make data actionable by putting it in systems where employees can use it and make decisions based off of it. It is often integrated directly into an organization’s systems and is automated, ensuring organizations have access to real-time data. Reverse ETL processes help organizations increase their usage of analytical data. This allows them to improve customer experiences, optimize marketing efforts, and increase advertising effectiveness by using accurate, real-time data.
