Why Reverse ETL Is Enabling Better Customer Experiences

With the increasing reliance on collecting and interpreting data to understand how a business is performing, most companies have prioritized data collection and integration.

With tools like Matillion, and methods like ETL and ELT, companies are able to digest data collected and understand it. While these are vital aspects of a businesses ability to use data properly, there’s another necessary step.

This last step is taking data from your data hubs and warehouses and relaying it to the various teams in your business responsible for taking action. Without this step, while you can integrate all the data you want, you won’t be able to put it to use practically to improve your business.

This has proven to be a major roadblock for companies trying to use data integration to their advantage. Finding a way to sync all the data from various sources into one warehouse and then relay it to various departments from there is a challenge. Luckily, the innovative software of reverse ETL can help.

Read on to learn how reverse ETL works, how it enables a better customer experience, and why your business needs it today.

What Is Reverse ETL?

Reverse ETL is when you take data stored in a data warehouse and copy it so you can relay this information to various divisions of your business.

In other words, reverse ETL is a way to solve the most difficult aspect of data integration and operational analytics: actually transferring the data received to the correct departments like your sales team, marketing team, and company growth team.

Here’s what you need to know about Reverse ETL and how it works!

ETL Vs. Reverse ETL

Since Reverse ETL is the focus of this article, let’s start by taking a closer look at how ETL works. ETL, or extract, transform, load, is how businesses copy data from various systems and sources and transport them to data warehouses.

A data warehouse is like a giant, secure, organized hub of data where you can store all the data your company collects, even from opposite ends of the business.

For instance, marketing data, customer data, market trends, and predictions for ROI can be stored in your data warehouse, forming a single streamlined source of true information for all areas of your business.

Reverse ETL is essentially the opposite of this. Instead of copying data from sources and putting it in a warehouse, reverse ETL takes data from the warehouse and transfers it to various systems of record throughout your business.

Benefits Of Reverse ETL

In addition to solving the problem of how to move data out of the warehouse and transfer it to the systems they actually relate to, here are a few other benefits of reverse ETL.

Boosts Operational Analytics

Reverse ETL is the key to operational analytics. To understand this, it’s important to understand operational analytics at its core. Essentially, operational analytics is turning data into action. You can harness all the data you want, but until you use it to take action and improve your business, you’re wasting your time.

Automation And Troubleshooting

When you store all your data in one warehouse, it’s convenient to access information. However, when a problem occurs as it inevitably will, it’s important to be able to access this data quickly and easily so you can find a solution. Reverse ETL is a way to access the data stored in the exact system that needs it.

Overall Better Customer Experiences

The first and most significant benefit of utilizing reverse ETL to transfer data out of the warehouse and into systems is that it enables better customer experiences. Reverse ETL helps prevent a data silo, which can negatively impact sales and the customer experience as a whole.

It can also help personalize the customer experience with the available data to form an easy solution for your customers. You can figure out a customer’s chances of buying a product based on specific data, enhancing how you’re able to market toward them.

Better Customer Experience Means Better Business

When your customers have a better experience using your business, they buy more products or services. When they buy more of your products, your sales go up and you’re able to invest further in the health of your company.

When you’re able to boost your company’s health, you can work on building a better business overall.
Get started today to start taking data from the warehouse and putting it to action where it matters most with reverse ETL.