Use a commercial reverse ETL tool: Analytics teams without the necessary data engineering headcount, or frankly the desire to maintain a complex network of data pipelines and their set of dependencies, can still activate their data for their non-data teams. Several vendors like Hightouch and Census offer reverse ETL solutions for the modern data stack.
With integrations for hundreds of the most popular SaaS apps, these companies eliminate the overhead needed to build and maintain the complex pipelines between the data warehouse and the ecosystem of SaaS tools.
Avoid CDP lock-in: Enterprises using ETL tools retain full autonomy over their data, unlike with CDPs. All the data and insights remain in the data warehouse, and the integrations allow the warehouse to “talk with” the front-end applications. This affords full flexibility in defining relationships and extracting insights as needed. Users can only use integrations available from the vendor, but these cover the most commonly used business applications, and leading ETL vendors continually add integrations based on their clients’ needs.