A data integration pattern that moves data FROM the data warehouse INTO operational tools (CRM, marketing platforms, sales tools). It is the opposite of traditional ETL, which moves data from operational systems into the warehouse.
Reverse ETL activates the warehouse: instead of warehouse data only feeding BI dashboards, it gets synced back into Salesforce, Hubspot, Mailchimp, Marketo, etc. so operational teams act on warehouse-derived insights. Use cases: pushing lead scores from a data science model into Salesforce, syncing computed account-health metrics from the warehouse into Hubspot, or pushing customer segments into Mailchimp. Hightouch, Census, and Polytomic are the leading vendors.
Computing customer-churn risk scores in dbt models, then Reverse ETL'ing them to Salesforce so CSMs see them on every account record.
Reverse ETL closes the loop between analytics and action. Warehouse-derived insights stop dying in dashboards and start driving customer-facing behavior.
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