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Data & Analytics · Intermediate

Reverse ETL

Syncing modeled data from the warehouse back into operational tools such as CRM, marketing and support systems.

Definition

Reverse ETL operationalizes analytics, for example by pushing churn scores into Salesforce or audiences into ad platforms. Tools include Hightouch and Census, and Salesforce Data 360 offers zero-copy data federation with warehouses.

Exam tip

Warehouse to SaaS app = reverse ETL; SaaS app to warehouse = ETL/ELT.

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