analytics-dictionary / term / data infrastructure

Reverse ETL

Reverse ETL sends modelled data from the warehouse back into operational tools such as CRMs and ad platforms.

Written by Reflective Data experts · updated Oct 5, 2026

Once customer data is cleaned and joined in a warehouse, it can power sales, marketing and support tools directly: lead scores in the CRM, audiences in ad platforms, usage data in the help desk.

It turns the warehouse from a reporting database into the hub that feeds your whole stack.

Data pipeline Data warehouse ETL (extract, transform, load)

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Personally identifiable information (PII)

PII is any data that can identify a person, such as a name, email address, phone…

single-sign-on.md

Single sign-on (SSO)

Single sign-on lets users access many tools with one login managed by a company identity provider.

data-cost-optimization.md

Data cost optimization

Data cost optimization is reducing the cost of storing, moving and querying data without hurting the…

data-product.md

Data product

A data product is a dataset or model packaged for reuse, with an owner, documentation, quality…

infrastructure-as-code.md

Infrastructure as code

Infrastructure as code defines cloud resources in version-controlled files, so environments are reproducible and reviewable.

amazon-redshift.md

Amazon Redshift

Amazon Redshift is AWS data warehouse service for large-scale analytics.

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