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Architecture models
Reverse ETL
Activation from the warehouse
Reverse ETL synchronizes models, attributes, or audiences computed in the warehouse into operational tools such as CRMs, engagement platforms, or advertising destinations.
- When it applies
- It applies when the best customer state is already computed in the warehouse and other systems need to use it without reproducing all that logic.
- What it is confused with
- It still moves and copies data. Zero-copy aims to query data where it already lives, while conventional ETL usually moves it into the analytical layer.
- Architecture consequence
- Keys, frequency, deletions, errors, and ownership of each attribute must be governed so the destination does not become another divergent source.