Operational Analytics With Reverse ETL: Data Engineering Made Easy 101

• June 23rd, 2022

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Data technologies have undergone a revolution over the past few years as tools like cloud data warehouses have come of age and SaaS based on software engineering principles are growing rapidly. There are several ways in which the modern data stack fulfills promises that siloed SaaS tools cannot. The data warehouse/data lake can, for instance, be used to get data out of data silos to create a complete, single source of truth for customer profiles.

Companies have also developed tools to help them “put data to work” once they have created some sort of value from it. Operational Analytics describes this process of putting your data to work in the form of Reverse ETL Pipelines.

In this article, you will gain information about Operational Analytics with Reverse ETL. You will also gain a holistic understanding of Operational Analytics, Reverse ETL, its functioning and how is Operational Analytics with Reverse ETL helpful.

Read along to find out in-depth information about Operational Analytics with Reverse ETL

Table of Contents

What is Operational Analytics?

Operational Analytics with Reverse ETL: Operational Analytics| Hevo Data
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The process of preparing, evaluating, and utilizing data after it enters your data warehouse is referred to as operational analytics. It is “analytics performed on the fly” as part of operational business operations.

This procedure enables you to query and handle real-time client data, such as monitoring web traffic, user search habits, demographic information, etc. Operational Analytics allows you to sync data from your data warehouse straight into the frontline tools (such as Salesforce, Hubspot, and Marketo) that your team uses every day to generate action, not simply insights. It entails improved automation, a better knowledge of cross-functional teams, and more efficient workflows.

As a result, your sales team gets to work on signed-up leads before you even tell them. They get to combine existing and new data to offer tailored recommendations to your customers. This shows the combination of Operational Analytics with Reverse ETL.

What is Reverse ETL?

Operational Analytics with Reverse ETL: Reverse ETL| Hevo Data
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Reverse ETL is an Operational Analytics tool that enables DataOps teams to transform and transfer data from warehouses into their favorite apps and services, effectively reversing the role of traditional ETL tools.

Reverse ETL enables teams to overcome the data silos inherent in centralized data warehouses thus providing real-time, high-quality data whenever it is required. This strategy enables data teams to have a real impact on business operations. Since data warehouses and operational systems have different functions, reverse ETL is crucial for connecting the two. When you operationalize analytics, we will use a traditional ETL tool to pull raw data from various apps. A data modeling tool will clean, process, and transform data in a warehouse, and a reverse ETL tool will return it to those same apps for quick access.

With reverse ETL solutions, like Hevo Activate, and data observability platforms like Monte Carlo, data teams can rely on fresh, (almost) real-time data to drive better decision-making. Reverse ETL enables data teams to adhere to true DataOps principles and treat their data as a product. This new tooling capability, in particular, enables data teams to extend software product development principles such as testing, versioning, monitoring, and continuous delivery beyond dashboards and into every tool that data consumers rely on. 

Seamlessly Sync Data from Warehouse to Business Applications Using Hevo Activate

With Hevo Activate, you can empower business teams with 360° customer profiling. Sync customer and product usage data available in Data Warehouses, such as Amazon Redshift, Snowflake, and BigQuery, to most common Business Applications like Salesforce, Google Sheets, HubSpot, and Intercom, etc., in a hassle-free & effortless manner.


Instead of juggling multiple BI tools for insight, Hevo Activate brings the data to the fingertips of your business teams, where they need it the most – Business Applications. Teams can now make faster, smarter actions. Sync customer & product usage data, analyze the customer journeys, and create personalized experiences with Hevo Activate.

Try our 14-day full access free trial today to experience an entirely automated hassle-free Data Replication!

How Does Reverse ETL Function?

Reverse ETL solutions provide real-time data to operational and business platforms (such as Salesforce, Intercom, Zendesk, MailChimp, and others). It is the process of converting your data warehouse into a data source and your operational and business platforms into data destinations. Making data easily accessible to these platforms can provide your front-line teams with a comprehensive view of customer data. Data-driven decision-making can be used for personalized marketing campaigns, smart ad targeting, proactive customer feedback, and other purposes.

You might wonder why there is a need to return to those SaaS tools after migrating them from them to data warehouses. This is because data warehouses can sometimes fail to address data silos. Your key business metrics may be isolated in your data warehouse, preventing non-data departments from fully utilizing your data.

These departments rely heavily on your data teams when using traditional ETL. Every time they require relevant information, they must request a report from data analysts. Similarly, when they incorporate a new SaaS tool into their workflow, they rely on your data engineer to create custom API connectors. These problems can stifle data access and availability for your front-line employees. Reverse ETL, fortunately, can fill in the blanks.

Reverse ETL can assist you in synchronizing your operational platforms with your key performance indicators (KPIs), such as customer lifetime value. It ensures that your departments have access to real-time, accurate data, allowing them to make data-driven decisions.

How is Operational Analytics with Reverse ETL helpful?

By democratizing data access, conserving data resources, and automating workflows, reverse ETL addresses a wide range of issues.

1) Operational Analytics with Reverse ETL: Makes Data More Accessible

Data teams can use reverse ETL to send data insights to other operational business teams in their normal workflow. Because data is streamed directly from the data warehouse to platforms like CRMs, advertising, marketing automation, and customer support ticketing systems, it becomes accessible and actionable.

Providing your front-line team, such as your customer success team, with more in-depth knowledge can help them make better decisions. It ensures that your front-line employees have access to comprehensive data that will assist them in personalizing the customer experience. For example, your data science team used complex modeling to segment your weekly updated customer data. Reverse ETL can be used by your customer success team to automatically import this data into an email platform and send personalized emails.

2) Operational Analytics with Reverse ETL: Relieves Data Engineers of some engineering responsibilities

To get data from the data warehouse to the operational business platforms, data engineers have had to build API connectors in the past. These API connectors are fraught with difficulties, including:

  • For data engineers, creating and maintaining APIs is a difficult task.
  • Field mapping from a source of truth (such as a data lake) to a SaaS app can take several days.
  • Real-time data transfers are frequently impossible for these APIs to handle.

Reverse ETL was created to address these issues. These tools have built-in connectors. As a result, data teams are relieved of the responsibility of developing and maintaining API connectors. 

Furthermore, Reverse ETL tools have a visual interface that allows you to automatically populate SaaS fields. To move data in real-time, Reverse ETL tools can help you define what triggers data movement between your data warehouse and operational business platforms.

As a result in the process of performing Operational Analytics with Reverse ETL, you’ll be able to save your data engineers’ time thus allowing them to focus on more pressing data issues.

3) Operational Analytics with Reverse ETL: Automated Data flow

The manual process of switching between apps to obtain data is eliminated with reverse ETL. It delivers relevant KPIs and metrics to operational systems on a regular basis. Additionally, it can also automate a variety of processes in this way.

For example, your sales team uses Zendesk Sell as a CRM. One of the tasks they perform manually is to track freemium accounts and look for ways to convert them to paying customers. Therefore, your account managers will need to switch back and forth between BI and CRM tools to see where these users are in the sales funnel for this purpose.

When a freemium account crosses a defined threshold in your sales funnel, reverse ETL can load product data from your data warehouse into Zendesk and generate an alert that notifies account managers.

While there are numerous advantages to reverse ETL, the long-term payoff is a better customer experience. Reverse ETL solves ETL’s problems by putting contextual data at the fingertips of your customer-facing teams. As a result, the customer receives a seamless, personalized service that enhances their overall experience.

Why Hevo’s Reverse-ETL Capabilities are Best-in-class

Hevo Activate, the Reverse-ETL platform, automates the manual data enrichment job, directly updating data to the destination of your choice in real-time. In short, it helps you unify customer & product data from data warehouses such as Amazon Redshift, Snowflake, and BigQuery to SaaS Software such as Salesforce, Google Sheets, HubSpot, and Intercom, etc., in a hassle-free & automated manner.

Here’s how Hevo is different:

Get Customer-Centric with Hevo Activate today! Sign up here for a 14-day free trial.

  • Real-Time Data Replication: Hevo Activate, with its strong integration with various data sources, allows you to transfer data quickly & efficiently. This ensures efficient utilization of bandwidth on both ends.
  • No APIs, CSVs, Just SQL!: Use the powerful and smart SQL Query Editor to filter and transform data from your data warehouse table to a Target object. The in-built validation checks ensure each query is validated before you save it.
  • Secure: Hevo Activate has a fault-tolerant architecture that ensures that the data is handled safely and consistently with zero data loss.
  • On-Demand Sync: Hevo Activate gives users the option to resume the sync or run sync now to execute data sync as per their demand.
  • Intelligent Data Type Conversion: During the mapping action, Hevo Activate transforms the field types of the synced data automatically. 
  • Data Transformation: Hevo Activate provides a simple interface to perfect, modify, and enrich the data you want to transfer. 
  • Live Support: The Hevo Activate team is available round the clock to extend exceptional support to its customers through chat, email, and support calls.

Get Customer-Centric with Hevo Activate today! Sign up here for a 14-day free trial.

Hevo Activate: Your Go-To Solution for Performing Operational Analytics with Reverse ETL

Operational Analytics with Reverse ETL: Hevo Activate| Hevo Data
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We recommend using a reverse ETL solution like Hevo Activate to apply operational analytics with Reverse ETL. This will help operationalize your data from your data warehouse to target destinations like CRMs, Support Apps, Project Management Apps, and Marketing Apps. Hevo Activate features a robust, intuitive, and easy-to-use interface that can set up your reverse ETL pipeline in minutes, without requiring you to write any code. It comes with out-of-the-box connectors, which eliminates the need for your teams to create and maintain them. Moreover, your company wouldn’t need to maintain a modern data infrastructure. Hevo Activate runs on the cloud and will require absolutely zero maintenance. 

Hevo’s No-Code Activations sync data in real-time and provide you with options to customize your data replication process. Your teams can either choose to sync data continuously or define triggers for syncing between the source and target destination.

How Does Hevo Activate Work?

Operational Analytics with Reverse ETL: Activate steps| Hevo Data
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With Hevo Activate, you can connect the centralized data warehouse of your organization to the business applications, CRMs, SaaS applications, etc you want to send your data to. You can then build powerful SQL queries to get a unified view of the specific data for each application. Then, you can easily map the data based on your query results to the target destination. This process will save all your time and energy that would have otherwise been expended in manually downloading data from the data warehouses and importing the local files into the business applications.

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Every company wants to get the most out of its data warehouse because it holds the key to providing better customer service and creating hyper-personalized experiences. Reverse ETL can help you improve customer personalization by feeding comprehensive insights to front-line teams. 

With reverse ETL, anyone, from business to data teams, can work on exciting analytics projects without wasting all of their time and energy building countless custom solutions, and gain (some semblance of) data trust in the process.

In this article, you have learned how to perform Operational Analytics with Reverse ETL. You also learned about Operational Analytics, Reverse ETL, its functions and its benefits.

Creating & managing multiple connections between Snowflake, Google BigQuery, Google sheets and all the applications in your business is a time-consuming & resource-intensive task. You can opt for a more economical & effortless approach by automating your workflow via a Cloud-Based Reverse ETL Tool like Hevo Activate

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Hevo Activate helps you directly transfer data from a source of your choices such as Google BigQuery, Snowflake, or Amazon Redshift to Google Sheets, and CRMs like Salesforce, HubSpot, etc., in a fully automated and secure manner without having to write the code repeatedly.   

Hevo, with its strong integration with CRM Tools like HubSpot, and Salesforce, allows you to not only export & load data but also transform & enrich your data & make it analysis-ready in a jiffy.

Want to take Hevo for a ride? sign up for a 14-day free trial and simplify your Data Integration process. Do check out the pricing details to understand which plan fulfills all your business needs.

Tell us about your experience of understanding Operational Analytics with Reverse ETL! Share your thoughts with us in the comments section below.

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