In our current data age, statistics and information items are utilized in multiple areas of life, from business and science to medicine and politics. But where does all of this data get centralized for its various purposes?
Major corporations, for instance, are using data warehouses; but that data still has to be pulled out of them, which hasn’t always been an easy ordeal.
To get a better look at the experiences that customers are having with a company’s products and services, data integration technology, known as reverse etl, makes it possible to extract this vital information to meet the data formatting requirements of third-party systems.
By definition, reverse ETL is the route in which data is copied from a specified data warehouse to operational systems such as SaaS tools to enable the data to be utilized for company support, sales, expansion, and marketing needs.
Creating data-driven customer experiences is a crucial motivator in activating reverse ETL to go beyond mere expectations or analyzing data, arriving at new insights that pertain to the customers’ needs, and then using that information received to make final decisions on how to move forward successfully.
Reverse ETL and operational analytics
With reverse ETL, you can prioritize engagement with the ever-evolving customer trends that directly relate to products and services you offer by using the data that is being rapidly extracted and analyzed to power up the customer experiences at each intersection.
To make this interaction between company and customer seamless, accurate, and incredibly current, the data has to reflect the most recent input and be accessible in downstream systems utilized by various teams to engage with customers in a method known as operational analytics.
Operational analytics refers to producing datasets for customer-facing operations teams such as sales, customer service, support, and logistics.
Reverse ETL tools assist with operational analytics by connecting data back to where it is needed daily by multiple organization departments.
In a more exact scenario, reverse ETL would be syncing data from the analytics warehouse used in tools like Salesforce, Hubspot, and Intercom.
Now let’s look directly into situations that reflect how to reverse ETL creates better experiences, whether with individual E-commerce customers or the client is another business.
1. Simple solution
When companies need an easy resolution to offerproduces their customers personalized experiences in real-time within a digital application, the data warehouse will be much too slow to provide user-facing opportunities. But when using Reverse ETL, it is possible to push the propensity score to a production database to serve customers.
Salesforce data can also be synced up to the production database that powers an app to show billing information from the data warehouse using reverse ETL.
2. Accessible data
Making data accessible for company employees is a core way to keep the customer experience continuing smoothly because they can all assist them faster.
For instance, the likelihood that users would purchase a product can be summed up in a score on top of the data warehouse by the data science team. On the B2B side, when a business is serving another business, when someone gets onboarded to your business, their credit allotment can be recorded in Salesforce.
3. Asking for data
There are many occasions when customers are asking for detailed data when using a product or service. Providing it within the appropriate capacity is an integral part of keeping customers from getting frustrated.
Let’s say that your data has identified users of your service that appear the most unlikely to go beyond the free version and make a purchase. So your strategy to ramp up sales within this group of freemium users is to offer them discount opportunities.
Make it possible for business clients to know how much credit they have accumulated towards services inside of your app.
When it is all said done, reverse ETL has a tremendous number of use cases. Reverse ETL tools focus on providing solutions to problems that demand the combination of data from the various cloud applications, digital products, and websites that your organization makes use of.
Now you can establish granular audience segments, build robust, comprehensive customer profiles, improve reporting by delivering data to cloud applications, and score leads that are customized specifically to the criteria niche of your company.
Reverse ETL pipelines help handle the ever-increasing high data volumes that keep companies and customers interacting in unison.