The extract, transform, load (ETL) process has been around for a while and has been utilized by a significant number of people.
ETL simply involves grabbing data from different source systems, turning it into a standardized data model and then bringing it into a data warehouse. At that point, your teams are able to use the data in their business intelligence (BI) and analytics tools for reporting and analysis work to execute the needs of the organization.
But the truth is that your analysts aren’t the only employees who are able to make use of the benefits of accessing standardized and accurate data. Whether it is the human resource department or it is the marketing team, data usage can make each area of business more efficient.
To make the most of your data that is sitting and waiting for you in your data warehouse, here are the top five benefits of reverse ETL, the process of taking data from your data warehouse that is home to your master data and moving it back into your downstream systems in time-based batches or also in real-time.
1. Effective Client Support
Product usage data isn’t the total story that an organization needs to understand from their storage bin of information.
The odds are high that your support agents most likely need additional customer data in the form of IT service management (ITSM) like Zendesk to resolve particular problems that your organization may be facing, such as billing history, past chat conversations, and the plan they are on.
Reverse ETL helps users add up all of this information into an ITSM and also does so through a real-time data synchronization with your data warehouse, so support agents only view the most recent and accurate information.
2. Product Usage Data for Growth
Product usage data can benefit more than one business team in more than one way.
Customer success managers can use product usage data to identify clients who may be at risk of churning.
Sales reps can use it to pinpoint strong upselling and cross-selling candidates that should be rewarded for their efforts.
The marketing team can also take advantage of product usage data to zoom in on the clients that need more assistance.
With Reverse ETL, it is possible for product usage data to move in real-time to each of these areas and let these teams act on the data right away.
3. Personalized Marketing Campaigns
Give your marketers exactly what they need to present potential repeat customers with personalized marketing campaigns for products that there is already data showing that they have purchased in the past and are interested in.
Along with product usage data, this information can also include their job title, how long they have been a customer of your organization, and their location.
Use reverse ETL to deliver all of these data inputs to your marketers in an automation platform like HubSpot.
4. Improved Employee Experience
Reverse ETL allows employees to access timely data within the apps that they are already accustomed to using. They can avoid jumping from this app to that app just to be able to locate more precise information.
By putting reverse ETL in action, it delivers an improved employee experience when fields in downstream apps are labeled in a manner that makes them more intuitive, making their search for data significantly simpler.
Also, reverse ETL jumpstarts employee productivity by allowing teams to be more agile with the help of intelligible and accessible data.
5. Elevated Customer Experience
Last but never least, reverse ETL makes for an enhanced customer experience by transferring data out of the warehouse and into systems that benefit consumers. Reverse ETL helps prevent data silos that can be bad for sales, and it helps to personalize the customer experience with the available data to form an easy solution to problems customers are experiencing.
You can better predict a customer’s chances of buying a service or product based on specific data. Also, when customers have a better experience using your business, they are willing to spend more.
In closing, the benefits of reverse ETL don’t end with just these five. It also boosts up operational analytics, which converts data into action. This is integral because if your data can’t be turned into actionable steps that your team can take, everyone’s time is being wasted.
Also, reverse ETL is very helpful in the areas of automation and troubleshooting. When a problem arises, which you are better off assuming will eventually take place at some point, it’s important to use reverse ETL to be capable of accessing your data quickly to find a solution.