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Over the past two weeks major CDP companies like Segment Twilio and mParticle have announced warehouse native data activation features, commonly known as "Reverse ETL." This week, Scott and Juan break down this growing category in data orchestration and figure out if there's a serious trend happening or if it's all hype. We also touch on the problem of customer identity management, the challenges with breaking down data silos in companies and new ways to think about data management in the enterprise.

📺 Play by play: Chaos at Twitter

0:22 Recapping last week, Chaos at Twitter

6:01 What is Reverse ETL?

7:49 How Reverse ETL intersects with CDPs

9:00 New entrants: mParticle and Segment Twilio

10:30 How data architecture is changing

12:30 Are these technologies middleware?

14:20 Reverse ETL and identity resolution

16:05 Data products are bundling and unbundling

17:30 DMPs to CDPs to Reverse ETL

18:30 How Reverse ETL brings together operational and customer data

20:00 Thinking long-term about data orchestration

22:00 Can reverse ETL solve the data silo problem?

❓Over to you

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How do you see marketers interact with data warehouses? Add to the comments!

The best answers will be featured in next week's episode.

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📚 Talked About On The Show

What is Reverse ETL? The Definitive Guide
Learn everything there is to know about Reverse ETL, how it fits into the modern data stack, and why it’s different than ETL.
A First Look at Profiles Sync and Reverse ETL
Profiles Sync and Reverse ETL, two new features for the Twilio Segment CDP, will be available for public beta in December, 2022.
mParticle announces Warehouse Sync, the convenience of reverse-ETL with the power of a real-time CDP
Combining data warehouse ingestion with robust data quality protections and rich predictions provides data teams with unmatched activation capabilities.
The New Marketing Infrastructure Layer
What comes after the marketing suite?
Why Snowflake And AWS Are On Their Way To Data Dominance | AdExchanger
Proctor & Gamble’s support of The Trade Desk’s UID 2.0 hints at the rise of new walled gardens that could become more powerful than Google and Facebook.
Hightouch | Reverse ETL | Start syncing data in minutes
Sync your data directly from your warehouse to 125+ destinations. No complex CDPs, manual CSV uploads, or messy integrations.
Census | Change the way you work with data
Census is the leading reverse ETL tool delivering operational analytics to hundreds of the world’s most data-driven companies. Start syncing data with your free account.