Myth: Reverse ETL is just a cheaper CDP
The shorthand says reverse ETL = budget CDP. The correction: they solve different layers — reverse ETL moves data, a CDP also owns identity, consent, and audience UI. Pick the wrong one and you rebuild the missing half yourself.
— Census on the data-activation layer vs. what a packaged CDP bundles.
— A thread mapping which CDP features you'll end up rebuilding in dbt and BI.
— A side-by-side of identity resolution: warehouse SQL vs. CDP-managed.
— A decision tree for warehouse-native vs. packaged.
Skip if your marketers live in SQL. Essential if non-technical users need to build audiences themselves.
That's the stack for this week. Forward to a teammate.
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Myth: Reverse ETL is just a cheaper CDP
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