Reverse ETL: The Last Mile in Operationalizing the Data Lake

Organizations want data lakes to be the source of truth for analytics. But typically there are more users that treat operational tools like Salesforce, Marketo, and NetSuite as their source of truth.

The reality is these tools are all missing critical pieces of data and don’t provide the full picture. Reverse ETL solves this last mile problem by syncing transformed data directly from your data lake back into these systems, at scale.

In this talk you’ll learn:

  • What Reverse ETL is and why it’s taking off
  • The difference between ETL and Reverse ETL
  • How Reverse ETL helps companies operationalize their data
  • Examples of companies unlocking new business use cases using Reverse ETL


Boris Jabes

Boris Jabes

Boris Jabes is the co-founder and CEO of Census, the leading Reverse ETL platform that helps companies sync customer data across business systems. Previously, he was the co-founder and CEO of Meldium, a modern identity management platform for SaaS, acquired by LogMeIn in 2014. He is an advisor and alumnus of Y Combinator. Prior to that, Boris was a senior product manager at Microsoft, working on developer tools like Visual Studio Code. He enjoys nerding out about data and technology, helping other startup founders, and angel investing.

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