Reverse ETL is the process of syncing data from a data warehouse to several business applications. Reverse ETL software is used to pull data from data warehouses or any other central data repository and send this data to third-party integrations, API integrations and tools, pre-built connectors, etc., which can then be used by several teams such as marketing, sales, etc.
Reverse ETL is used to power workflows and provide clean, prepared data for several marketing and ad campaigns. Since it syncs real-time data from the warehouse to business applications, teams across an organization can access the right data to make insightful decisions.
Tradition ETL tools are used to transfer data to or between databases. Reverse ETL, however, is the “reverse" of the ETL process since data is moving out of the data warehouse and into several business applications.
To qualify for inclusion in the Reverse ETL category, a product must:
Ensure data sync from a data warehouse (source of truth) to business applications
Support several pre-built connectors to various APIs to facilitate loading data into the applications
Provide a system for detailed logging, auditing, and updates and provide alerts in case of any issues