Activating data using reverse ETL — Sylvain Giuliani // Census
- Part 1Why CDP’s didn’t live up to their promise — Sylvain Giuliani // Census
- Part 2 Activating data using reverse ETL — Sylvain Giuliani // Census
Show Notes
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02:10Understanding the concept of ETL and reverse ETLETL is the process of extracting, transforming, and loading data into a warehouse. On the other hand, reverse ETL is the process of pushing clean and transformed data from the warehouse back into other tools like Marketo and Salesforce.
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04:05How reverse ETL differs from a CDPCDPs create another source of truth for business data, which conflicts with the established warehouse as the source of truth. Reverse ETL takes the CDP's functionality of syncing data back to tools and implements it on top of the warehouse.
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06:04The advantages of reverse ETL in data managementReverse ETL makes data warehouses more accessible by allowing marketers to build and sync segments of users through a click-based interface. It also has the ability to sync data from a warehouse to new tools, updating only the changed data for a more up-to-date user experience.
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07:59Identifying bestYou need a tool that is able to get data from your data warehouse to all your tools in an efficient and reliable manner. It should integrate with your existing tools and include effective alerting and retrying mechanisms, and added capabilities such as no-code segmentation.
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10:18The evolving landscape of data activation technologyReverse ETL is currently seen as the best technology for data activation, but it's expected that in the future there will be advancements that will make it even better. It is also likely that in three years, there will be better technology for data activation.
Quotes
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"Reverse ETL is taking the data that you've put into the warehouse, cleaning it to make it trustworthy, and then pushing it back to tools like Salesforce and Marketo." -Sylvain Giuliani, Growth & Operations Head, Census
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"ETL is really the action of taking data from tools and loading it into a warehouse so you can take actions like building reports." -Sylvain Giuliani, Growth & Operations Head, Census
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"CDP creates a redundant source of truth when the data warehouse already serves this purpose for reporting and decision making." -Sylvain Giuliani, Growth & Operations Head, Census
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"With reverse ETL, everything is click-based. So, you don't have to write any codes as a marketing user." -Sylvain Giuliani, Growth & Operations Head, Census
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"With Census, even if you have 10 million users, but only 2000 got updated in the last 10 minutes, well only sync 2000 users. Youre guaranteed to have the freshest data in the tool." -Sylvain Giuliani, Growth & Operations Head, Census
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"You want to have the confidence in a tool that's going to get data from point A, the warehouse, to point B, all of your tools, in a timely manner, and with high reliability." -Sylvain Giuliani, Growth & Operations Head, Census
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"If you sync a million records, we can sync 900,000 records, and the last 100,000 we fail, we can retry the last 100,000. So we don't have to wait another six hours to resync everything." -Sylvain Giuliani, Growth & Operations Head, Census
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"I hope reverse ETL is the best way to do data activation today. And I hope that in three years, Ill return to the show to tell you about a new technology thats even better." -Sylvain Giuliani, Growth & Operations Head, Census
- Part 1Why CDP’s didn’t live up to their promise — Sylvain Giuliani // Census
- Part 2 Activating data using reverse ETL — Sylvain Giuliani // Census
Up Next:
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Part 1Why CDP’s didn’t live up to their promise — Sylvain Giuliani // Census
Sylvain Giuliani, Head of Growth and Operations at Census, talks about why CDPs fail. Initially, CDPs were meant to house large amounts of customer data and provide a unified view of customers by integrating data from different sources. However, some organizations have faced challenges with data accuracy and difficulty integrating with other systems which have impacted the ability of CDPs to fully deliver on their promise. Today, Sylvain discusses why CDPs didn't live up to their promise.
Play Podcast -
Part 2Activating data using reverse ETL — Sylvain Giuliani // Census
Sylvain Giuliani, Head of Growth and Operations at Census, talks about why CDPs fail. While CDPs have not lived up to their data activation promises, reverse ETL solutions have become a popular alternative for companies looking to centralize and manage their customer data effectively. Reverse ETL solutions allow organizations to efficiently collect, process, and transfer customer data from various sources into a centralized repository. Today, Sylvain discusses activating data using reverse ETL.
