Real-time identity resolution: revolutionize the way you work with data

Two new features from Segment, Profiles Sync and Reverse ETL, are now generally available!

By Gandhar Tannu, Kathlynn Ly

Exciting news for all the data teams out there; two new Segment features, Profiles Sync and Reverse ETL, are now generally available and set to revolutionize the way you work with data.

In most businesses, customer data is everywhere.  Thousands of companies look to Segment to update customer profiles in real-time and activate customer data at scale, empowering every organization in the enterprise.  So, we set out to solve two really hard problems that plague data and marketing teams today. The first, resolving identity at scale, in real-time, at the pace at which data moves today. And the  second, eliminating the tradeoff between streaming realtime architectures, and data lake or data warehouse-centric architecture. 

That’s why we are excited to ship Profiles Sync and Reverse ETL to General Availability. Now Segment offers something no other company allows you to do; build a complete digital record of your customer and use it where and how you want.


Reverse ETL, included with Connections, is a game-changing technology that allows data teams to model and extract data from the warehouse and send it to the 300+ Segment supported destinations. This means that you can take your analytics insights and put them into action, enabling you to make more informed decisions faster than ever before. With Reverse ETL, you can easily integrate your data with your favorite tools, such as a CRM, marketing automation, and support systems, ensuring that everyone in your organization is working with the most up-to-date information.

The second feature, Profiles Sync, is packaged with Segment Unify and enables you to keep your real-time identity resolved customer profiles up to date within your warehouse. By syncing your customer profile data to your warehouse, you can ensure that your teams are working with the most accurate and complete information about your customers. Profiles Sync also ensures that your customer profiles are compliant with data privacy regulations, such as GDPR and CCPA, by allowing you to share customer consent and preferences in one central location.


Together, Reverse ETL and Profiles Sync provide a powerful combination that enables you to make data-driven decisions faster and with more accuracy than ever before by enabling your entire organization to share and activate a single view of the customer within the warehouse. Whether you're an analyst looking to put your insights into action or a marketer looking to create personalized experiences with custom audiences, these new features are sure to make your life easier.

So, if you're ready to take your data to the next level, now is the time to start exploring Reverse ETL and Profiles Sync. With these new features, you'll be able to unlock the full potential of your data and achieve insights that were once thought impossible. So why wait? 

Register for our customer webinar with CrossFit and find out how to start harnessing the power of your data like never before!

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