---
title: What is Reverse ETL?
url: https://markin.ai/glossary/reverse-etl
category: Data and activation stack
---

# 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 platform](https://markin.ai/glossary/customer-data-platform), A customer data platform collects customer data from multiple sources, resolves it to unified profiles and makes segments available to downstream tools.
- [Decision layer](https://markin.ai/glossary/decision-layer), A 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 360](https://markin.ai/glossary/customer-360), Customer 360 is a consolidated view of everything known about a customer across systems: profile, transactions, interactions, service history and consent.
- [Real-time decisioning](https://markin.ai/glossary/real-time-decisioning), Real-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.

## Go deeper

- [Hightouch comparison](https://markin.ai/compare/markin-and-hightouch), Transport next to decisioning.
- [Integrations](https://markin.ai/integrations), How Markin delivers decisions.

Source: https://markin.ai/glossary/reverse-etl