Data engineering·Moving data out of the source
the churn score computed in the warehouse gets pushed back into the CRM so a salesperson can see it in the tool they already use.
Reverse ETL
Also calledoperational analytics, warehouse activation
Moving modelled data out of the warehouse and back into operational systems — the CRM, the support desk, the ad platform. It exists because the warehouse is where the joined-up definition of a customer finally lives, and nobody in sales is going to open a BI tool. It quietly turns your analytics stack into a production dependency: a failed model run is now a wrong field in someone's sales workflow, with a rate limit and an API contract attached.