Reverse ETL Explained: Concepts, Use Cases & Where It Fits In Your Data Stack

Reverse ETL, a concept that involves moving data from a warehouse into business applications, is becoming increasingly popular among data teams. It allows non-technical users to access actionable data within their commonly used applications. Unlike traditional ETL, which extracts, transforms, and loads data into a warehouse, Reverse ETL syncs data from the source like a data warehouse to a business application. This process is more challenging than conventional ETL/ELT due to factors such as synchronization mode, data quality and transformations, and failures and job re-execution. The most common use cases for Reverse ETL include marketing, sales, and support.