Data

Reverse ETL

Moves modeled data back out of the warehouse into everyday tools, such as a churn score into the CRM or an audience into an ad platform.

How it's used

The data team builds a "likely to churn" score in the warehouse. Reverse ETL syncs it to the CRM every hour, so the retention team sees it on each account and the email platform can trigger a save offer.

How I help

I set up the syncs, field mappings and refresh schedules, and make sure only the fields each tool needs leave the warehouse.

Common toolsHightouch, Census, Data Cloud connectors