Have you ever heard of Operational Analytics?

While your data resides in DWH – it is passive. It awaits while somebody queries it.

Operational Analytics is about making data actionable, not only available through SQL and BI on demand, but really working on day-to-day business in customer-facing workflows:
– Ad Networks (Facebook, Google Ads, …)
– E-mail Tools (Hubspot, Mailchimp, …)
– Lifecycle tools (Salesforce, Braze, …)

reverse-ETL is approach / class of tools for implementing Operational Analytics.
It enables data flowing out of your DWH into Operational Systems in a reliable/predictable/fault tolerant way.

Real-world use-cases:
– Prioritizing leads for Account Managers – most valuable customers first
– Generating custom audiences for advertising campaigns
– Delivering personal incentives and bonuses
– Communicating with customers about to churn

#reverse_etl