Reverse ETL is the process of sending modeled data from a data warehouse back into the business and activation tools that act on it.
Category
Data Architecture
Also known as
reverse-etl
It is the return path in a warehouse-native stack: computed attributes and audiences flow from the warehouse into email, ads, and CRM.
In practice
Reverse ETL moves data; it does not resolve identity or enforce consent by itself. Make sure those are handled before the warehouse becomes your activation source. It is also only as good as the field definitions and freshness behind it; without clear ownership, it just syncs stale or disputed data into more places.
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