Reverse ETL

Definition

What is Reverse ETL?

Reverse ETL (“ETL” stands for Extract, Transform, Load) is a data-integration tool that helps you extract customer data from your data warehouse, transform it within the warehouse, and copy it into whatever SaaS program you’re wanting to use.

Why is it called Reverse ETL?

Reverse ETL is the opposite of traditional ETL, wherein the data warehouse is the target of the data that’s being extracted from the third-party source.

Why would you do a Reverse ETL rather than a traditional ETL?

More companies are starting to use Reverse ETLs as their marketing operations are revolving around their data warehouse instead of the data warehouse being on the periphery of the process. With the data warehouse acting as the gravitational center of your marketing strategy, it makes sense for it to be the source of the data, and the SaaS tools to connect directly into it as a means of receiving the customer data.

Why is Reverse ETL necessary?

Typically, data warehouses cannot load data directly into a third-party source because the data needs to first be transformed to meet the formatting requirements of that source.

What is the impact of Reverse ETL?

It operationalizes data, allowing teams across an organization to access the data they need within whatever system they used. With the decline of third-party data, a Reverse ETL is a great tool for getting first-party data into ad channels. When you combine a Customer Data Infrastructure (CDI) with a Reverse ETL, that foundational elements are there for a house-built CDP.

How does MessageGears solve for the Reverse ETL?

MessageGears Segment is a Reverse ETL product, purpose-built for non-technical marketers to help them use the data from their warehouse — live and in real time — to create dynamic audiences that allow them to send highly personalized cross-channel messaging campaigns based upon anything they know about their customers.