Reverse ETL

• Data landscape moving like Unix tools. Specialized tools talking on the data warehouse.

Why?

• It provides a source of truth for all the tools: the data warehouse.
  • Each tool can use and share the same definitions, events, and properties.
  • Tracking is less dependent of business rules.
  • Centralized tests can be added to validate assumptions.
  • It removes some tools limitations (e.g. Customer.io ways of doing segmentation, Pendo limitation on events cohort).
  • SQL Queries will return the same numbers than other BI tools like Mixpanel.
• You get to use all the data you have, improving your Data Culture.
  • You can use the real source of truth for all the events and not rely on tracking only.
  • You can join sources like ChartMogul, Customer.io, etc,
  • You can create more interesting events by enriching the events and user profiles with extra properties/traits (Trial Started with a conversion provability attached). Makes product analytics much more powerful.
• It is much easier to re-use the data available in the warehouse than it is to import the data in any new tool we use in the future.
  • You can be much more flexible with the tools we want to use because the data is shared and owned by us.
  • You avoid being locked in to BI tools like Mixpanel since the logic will be stored in our warehouse.
• As any new tool, it gives more flexibility and power.
  • The current state is the starting point! We start using it to fix some issues or add some interesting profile properties