Over the past two weeks major CDP companies like Segment Twilio and mParticle have announced warehouse native data activation features, commonly known as "Reverse ETL." This week, Scott and Juan break down this growing category in data orchestration and figure out if there's a serious trend happening or if it's all hype. We also touch on the problem of customer identity management, the challenges with breaking down data silos in companies and new ways to think about data management in the enterprise.
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