The precursor to widespread adoption of cloud data warehouses was the creation of customer data platforms. Acting as a centralized repository of information about how your customers interact with your organization they drove a wave of analytics about how to improve products based on actual usage data. A natural outgrowth of that capability is the more recent growth of reverse ETL systems that use those analytics to feed back into the operational systems used to engage with the customer. In this episode Tejas Manohar and Rachel Bradley-Haas share the story of their own careers and experiences coinciding with these trends. They also discuss the current state of the market for these technological patterns and how to take advantage of them in your own work.