# Reverse ETL · Glossary
Moving modelled data from a warehouse or lakehouse back into operational tools, such as a CRM, support platform or marketing system, so that people and processes can act on it.
[Glossary](/glossary) · Data platforms and engineering

# Reverse ETL

     Moving modelled data from a warehouse or lakehouse back into operational tools, such as a CRM, support platform or marketing system, so that people and processes can act on it. It closes the loop between analysis and action.

## Why it matters

     Insight that stays in dashboards rarely changes behaviour. Reverse ETL puts scores, segments and metrics where frontline teams work, which is often the step that turns analytics into operational value.

     Because it writes into systems of record, reverse ETL needs the same care as any integration: clear ownership of each field, validation, permissions and monitoring for failed or partial syncs.

## In practice

     For example, a UK B2B software company might sync a weekly account-health score from its warehouse into the CRM, so account managers see which customers need attention without opening a separate report.

## Where Rodan fits

     Rodan connects analytics outputs to operational systems in [Analytics and Intelligence](https://rodan.io/what-we-build/analytics-intelligence) work. See also [how to move from data reports to AI-driven decisions](https://rodan.io/insights/how-to-move-from-data-reports-to-ai-driven-decisions).

## Related terms

- [ETL (extract, transform, load)](/glossary/etl)

- [Data warehouse](/glossary/data-warehouse)

- [Embedded analytics](/glossary/embedded-analytics)

- [API (application programming interface)](/glossary/api)
HTML: https://rodan.io/glossary/reverse-etl