MSoM #037 | Debating Reverse ETL

Nov 19, 2022

Listen on Apple, Spotify, Google and everywhere else.

Welcome to Making Sense of Martech, interviews with some of the most interesting people in marketing technology.

Making Sense of Martech is an extension of the TMW newsletter. Each week readers ask me to go deeper into the most popular topics of the newsletter. Making Sense of Martech adds additional context to what's featured every week by interviewing the people behind the research, ideas, and important work.

A conversation with Tejas Manohar & Michael Katz.

In this episode I am joined by  Tejas Manohar, the Co-CEO of Hightouch Data and Michael Katz the CEO of mParticle. Over the past few years, a new category of customer data platforms has emerged called reverse ETL - data activation, enrichment, and analytics that runs on data on top of the data warehouse. Championed by Hightouch data and numerous other startups, there has been a growing shift in how tech leaders are thinking about the role of the CDP in their business in conjunction with existing data warehouses like Snowflake, GCP, and AWS.

In this episode, we have two of the leading voices in this discussion to talk about the changing role of the CDP category, if reverse ETL makes sense as a category of tech, the modern data stack, the unbundling of CDPs, the value of data in a company, the problem of data waste, and many other topics.

Listen on Apple, Spotify, Google, and everywhere else.

You can find Tejas on LinkedIn.

You can find Mike on LinkedIn.

📚 Resources

TMW #103 | Reverse ETL in a changing data ecosystem
Welcome to The Martech Weekly, where every week I review some of the most interesting ideas, research, and latest news. I look to where the industry is going and what you should be paying attention to. 👋 Get TMW every SundayTMW is the fastest and easiest way to stay ahead of
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.
Customer Data Platform - Home
Combine real-time data quality and governance protections with AI-powered insights and predictions. Only with the mParticle Customer Data Platform.
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