Reverse ETL
Reverse ETL syncs modelled data from a warehouse back into operational tools such as engagement platforms, CRMs and ad networks. It is transport: it moves an audience or attribute reliably, and it holds no opinion about which customer should receive what.
Why it matters for ARPU
It solves the plumbing that used to block activation, which usefully exposes the remaining bottleneck as the decision itself.
Related terms
Customer data platformA customer data platform collects customer data from multiple sources, resolves it to unified profiles and makes segments available to downstream tools.Decision layerA decision layer is the system that sits between the data warehouse and the execution tools and decides, per customer, what deserves to happen next.Customer 360Customer 360 is a consolidated view of everything known about a customer across systems: profile, transactions, interactions, service history and consent.Real-time decisioningReal-time decisioning evaluates a customer's current context and returns an action within the latency budget of the moment, typically tens of milliseconds inside an app or call.