Best Reverse ETL Platform: 6 Factors to Consider

• February 8th, 2022

Reverse ETL - Hevo Activate

Reverse ETL is an emerging field nowadays. As you know, this platform lets you transfer data from data warehouses to third-party applications like Salesforce, Hubspot, etc. It has the potential to deliver personalization and growth on a massive scale, while also allowing data teams to focus on what they do best and unleashing operational analytics.

This article delves into the factors you should consider before selecting a reverse ETL platform.

Why do we need Reverse ETL?

Following are the advantages of using Reverse ETL.

1) It democratizes data beyond the data team.

Reverse ETL makes data more accessible and actionable to other operational business teams. It allows data to be streamed directly from the data warehouse to platforms such as customer relationship management (CRM) systems, advertising platforms, marketing automation tools, and customer support ticketing systems. This enables front-line teams, such as customer success teams, to have access to comprehensive insights that can help them make better decisions and personalize the customer experience. For example, a data science team may use complex modeling to segment customer data, which is updated weekly. A customer success team can use reverse ETL to import this data automatically to an email platform and send personalized emails to customers. By democratizing data in this way, reverse ETL can help teams make more informed decisions and improve the overall customer experience.

2) It reduces the engineering burden on data engineers.

Traditionally, data engineers may have to build API connectors to transfer data from the data warehouse to operational business platforms. This process can be time-consuming and challenging, as it requires writing and maintaining APIs, mapping fields from a source of truth (such as a data lake) to a software-as-a-service (SaaS) app, and often does not allow for real-time data transfer.

Reverse ETL tools can help address these challenges by providing built-in connectors that allow data teams to easily send data into multiple systems without having to write and maintain APIs. Reverse ETL tools also have a visual interface that enables users to populate SaaS fields automatically and define triggers for the movement of data between the data warehouse and operational business platforms in real-time. This can save data engineers time and allow them to focus on other pressing data issues. By reducing the engineering burden on data engineers, reverse ETL can help improve efficiency and productivity within the data team.

3) It automates and distributes data flow across multiple applications.

Reverse ETL eliminates the need for manual processes that involve switching between apps to access information. Instead, it can feed relevant key performance indicators (KPIs) and metrics to operational systems at a pre-established frequency, automating a number of workflows.

For example, a sales team may use a customer relationship management (CRM) system called Zendesk Sell. One task that they may perform manually is tracking freemium accounts and looking for ways to convert them into paid users. To do this, account managers may have to switch between business intelligence (BI) and CRM tools to view the position of these users in the sales funnel. Reverse ETL can load product data into Zendesk from the data warehouse and generate an alert that notifies the account managers as soon as a freemium account reaches a defined threshold in the sales funnel. This can save time and improve efficiency by automating the process of tracking and converting freemium accounts. By automating and distributing data flow across multiple apps, reverse ETL can help improve the overall efficiency and productivity of an organization.Regenerate response

6 key Factors While Selecting a Reverse ETL Platform

1. Cost of Using the Platform

While considering any platform the first thought that comes to your mind is the cost of using that platform. Reverse ETL platforms generally charge their customers on the basis of the number of events or records executed. Some platforms also give you the leverage to work on their platform for a 14 days trial period.

The following pricing characteristics should be looked for while selecting the Reverse ETL platform:

  • The price of subscribing to a platform should be transparent.
  • Pricing should increase in proportion to the growth of the company.
  • The model for the pricing should be easier to calculate and understand.
  • Prices are not increasing with the increase in the number of tools.

2. Data Security

Every customer wants great security of their data while transferring it from the data warehouse to third-party applications. As a result, your reverse ETL should be viewed as an asset rather than a liability in terms of security and compliance.

The Security characteristics that should be considered in the Reverse ETL Platforms are:

  • No data storage from the platform: The platform you are utilizing for Reverse ETL should keep data as short as possible, so it doesn’t take longer than necessary to sync it to the destination.
  • Data should be kept in your environment by your Reverse ETL Platform: It’s usual for the platform to maintain a snapshot of your data in order to only execute incremental syncs, thus each sync might build a difference between data states. Your tool should try to keep the number of systems where that data is stored to a minimum, and ideally, snapshots should be kept in the same location as the source. Furthermore, the number of systems through which your data passes should be limited by your Reverse ETL tool.
  • Data Encryption: One of the most important characteristics of data security is data encryption. You should double-check if the platform you’re considering enables data encryption both at rest and during transmission.

3. Reliability

In this modern time, nobody likes to get stuck in their work especially if the platform in which they are working is not responding or its server is down. This becomes an important factor when considering your Reverse ETL platform. You also want to see the uptime of your platform. How much data is lost during data transfer? Does your platform start syncing automatically if it fails? 

The following reliability characteristics should be looked for while selecting the Reverse ETL platform:

  • The platform is sending any mail, sms in case the data sync fails partially or completely or in case of any error.
  • Detailed logging to determine which records failed to sync and which records were successfully synced.
  • Use audit logs to see when any configurations have been modified.
  • You should see the uptime percentage of the Reverse ETL platform.

4. Connectors and Sync Speed

While considering a Reverse ETL platform it becomes important to consider the following questions:

  • How many data warehouse platforms does the Reverse ETL platform support?
  • With how many third-party applications can you connect your data warehouses?
  • How much time does it take to sync data from the sources to the destination?

You need to make sure that your platform has high-quality connections as per your requirements. It should be compatible with the current business tools (both sources and destinations) that your company requires.

You’re frustration increases if you have to wait longer for your data to get transferred from source to destination. You should make sure that the platform that you are using provides suitable sync speed even if you have huge volumes of data.

5. Dedicated Customer Support

This is the only point of contact between you and the platform you are using. While selecting the Reverse ETL platform, it becomes important to see when you can contact customer support.

According to research by Microsoft, 90% of customers globally consider customer service as an important factor while purchasing anything.

Below are the customer support characteristics that we must look for in the company:

  • Whether support is available 24*7.
  • Is support available through the app?
  • Whether data experts are available to help you with model development.
  • Availability of the data community.

6. Ease of Use

Your Reverse ETL platform should do more than simply improve your data. It should also make things easier for you. Checking that your Reverse ETL platform is simple to use, allows you to construct models with greater flexibility, and ensures that you can focus on your work rather than managing it. A good platform should offer you the following advantages:

  • The platform should be simple in such a way that it can let non-technical users to self-serve data and sync it with their tools.
  • Whether you can define SQL models in the tool.
  • Whether a visual field mapper is available that can help you sync data without writing any code.
Empower business teams with data driven actionables using Hevo Activate

Hevo Activate syncs data from your warehouse – Snowflake, Redshift, BigQuery – into Business Applications – HubSpot, Salesforce, Mailchimp, Google sheets and many more. Check out our growing list of integrations.

Hevo Activate features –  SQL Query Editor, Custom Data Synchronization, Incremental Updates, Intelligent Data Type Conversion -helps business teams get accurate data without writing complicated Python Scripts. 

Make faster and smarter decisions by operationalizing your product and customer data together – analyzing user journeys, and creating truly personalized experiences for your customers.

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Data is very crucial for any organization. Finding a Reverse ETL platform that will act as a responsible custodian and a partner to your data and teams to assist them to get more out of the data you’re collecting. This blog article has given you a thorough idea of what factors to look for when choosing a Reverse ETL platform. 

We started the blog by giving you an introduction to the Reverse ETL platform. From there on we move to the two types of Reverse ETL platforms. Then we proceed to key considerations while selecting a Reverse ETL platform like the cost of subscribing to the platform, the security they offer, reliability of the platform, data sync speed, good customer support, and ease of using the platform. 

Now that you know about the factors for evaluating a Reverse ETL tool, you will be in a better position to make a decision about what kind of Reverse ETL tool would be required for your organization.

Need More Information?

To get more information about how the Hevo platform works, you can reach out to us any time. You can visit our website to get more information about the company, it’s pricing, the security we offer, the sources and warehouses we support, etc. You can also contact us by using the intercom-powered live chat feature where our custom/er support executives are available 24*7.

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