Census is the Leader in the new G2 Reverse ETL category

Katy Yuan
17 August 2022

When we built the world's first Reverse ETL tool in 2018, our focus was enabling product-led companies like Figma, Canva, and Notion to drive better marketing, sales, and customer success. 

We could never have predicted the phenomenal growth and real business impact we see today.

Interest in Reverse ETL has grown exponentially over the past 4 years. But it’s not just hype. Our customers are syncing billions of records to operational tools, proving that data can be used for so much more than BI dashboards. They use Census to directly empower business teams, automating workflows like personalized email campaigns, account health scores, and unified customer profiles.

Today, with the creation of Reverse ETL as the newest G2 software category, we’re certain that Reverse ETL is here to stay.

And thanks to our customers, we’ve been named the leader in Reverse ETL 🎉

However, this is just the beginning. Our title as a Leader is proof that we’re on the right path, and that our vision of Operational Analytics resonates with the community. 

Above all, we’d like to thank all of our users who took time out of their days to share their experiences and feedback publicly, and who continue to support us every day. We ❤️ you!

Census is the Leader in the first G2 Grid® for Reverse ETL

We’re thrilled to announce that G2, the world’s largest technology review site, has just recognized Reverse ETL as the newest G2 software category. This further validates the value of Reverse ETL as demand for actionable data rises.

Even more exciting is the fact that G2 has positioned Census in the Leaders quadrant of the G2 Grid® for Reverse ETL. 🙌

Census has always led the market with the fastest and most reliable connectors from your warehouse to your business apps. Since then, we’ve built out additional capabilities that ensure the best experience and performance for our users, including warehouse-first observability, best-in-class security, and CI/CD capabilities for data engineering workflows.

“Businesses need to move clean data from their data warehouses into business applications to help their teams access the right data and make insightful decisions. G2 recently added its Reverse ETL category to help inform prospective buyers about this growing space and provide a platform for sellers to connect with those buyers. Reverse ETL tools provide specialized capabilities for logging, auditing, and alerting to power improved, data-driven decision making. We look forward to seeing the category continue to develop on G2 as organizations realize the value in fueling their business applications with clean data." Preethica Furtado, Manager, Market Research

Previously, our customers named Census a leader in DataOps Platforms and Customer Data Platforms (CDPs). Our new positioning is a clear signal of a rise in the data warehouse-centric view of the world, that we can finally fully recognize with the Reverse ETL category. 

👉 Hey Census users, leave us a review if you haven’t already!

Don’t know about Reverse ETL? You’re missing out

Google Search Trends for “Reverse ETL” from 2017 to now

Is Reverse ETL really different from ETL? Is it actually useful? Is it legitimate or is it overhyped? 

Today, we’re finally putting those questions to rest. Reverse ETL has matured from a handy tool into a critical component of the Modern Data Stack. 

Fresh data isn’t a luxury reserved for executive dashboards anymore. With Census, any business user can get the data they need to act and automate with confidence.

Reverse ETL is the last mile of the Modern Data Stack that transforms your data warehouse (e.g. Snowflake, Redshift, BigQuery) into a hub for business operations, empowering everyone with trustworthy and actionable data. 

Our customers including Clearbit, Mode Analytics, MasterClass, Notion, Canva, Billie, Loom, and Figma have achieved outcomes like:

  • 10x sales productivity with product data in Salesforce - Figma
  • Prioritization of 100,000 support tickets in Zendesk - Loom
  • Marketing personalization to over 55 million users - Canva

👉 Want to learn more about how you can do more with data? Chat with a Census data consultant or get a free trial today.

What’s next?

Beyond the growth of Reverse ETL, modern businesses have increasingly embraced the warehouse-first approach. The chaos of traditional point-to-point data integration is no longer accurate, scalable, or affordable enough to keep up with today’s data needs. The cloud data warehouse is their hub for business operations and they’re able to easily implement and integrate tools that are native to the Modern Data Stack.

Earlier this year, in our $60M Series B announcement, we wrote about how our vision of Operational Analytics is to build an environment where Operations and Data teams can collaborate on data to power critical business workflows. This means staying true to our core tenet of providing the most reliable data at scale, but also expanding capabilities for CI/CD, observability, and governance so everyone is empowered to act with confidence.

Share your thoughts

Whether you’re a Census user, data practitioner, or someone new to the data space, we’d love to hear your thoughts or feedback. Help us continue to shape the future of Reverse ETL!

Find us in the Operational Analytics Club Slack community 🎉