Applications: A Technical Overview
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Applications: A Technical Overview

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Article summary

Dataddo supports not only data delivery to various data storage technologies but also facilitates the activation of this data by sending it back to SaaS applications. This bi-directional data flow is often referred to as reverse ETL or data activation.

Architecture Considerations

After extracting data from the data source and storing it, Dataddo provides the means to "activate" this data. Data activation involves sending enriched data from storage back into business applications, effectively

  • Breaking down data silos
  • Improving data accuracy
  • Enabling proprietary company data to be shared across departments
  • Eliminating the need for separate dashboards

Every data activation process includes the most recent and relevant data. This approach ensures your applications are always updated, driving timely actions and responses.

Field Mapping

When creating your data flow, you will have the option to define field mapping (also called column mapping). Field mapping is the process of aligning the data structure from one source (like columns in a database or spreadsheet) with another destination (like fields in a CRM system).

Field mapping ensures that data seamlessly transitions from source systems to target applications with accuracy and context. It involves:

  • Column Identification and Data Transformation: Connect source data columns (from databases or spreadsheets) with the appropriate destination fields, such as those in Salesforce, and transforming the data into compatible formats. This dual process ensures that data types like text, dates, or numbers are correctly aligned and formatted for the destination application.
  • Data Integrity Assurance: Accurate field mapping preserves the data's original context and meaning. It prevents data mismatches and errors, such as ensuring a phone number is mapped to a phone field, not an address field.
  • Customization and Segmentation: Field mapping enables selective data sharing, allowing specific data segments to be directed to designated fields for targeted initiatives, like segment-specific marketing within a CRM system.

Data Activation Use Cases


Syncing customer behavior data to a CRM like HubSpot or messaging tools like Intercom allows for more targeted communications. These insights can drive actions like triggering emails or in-app communications based on specific customer behavior patterns like

  • Too much time spent examining a feature
  • Unsuccessfully using a feature


Metrics involving first-party data can be regularly synced to a CRM. This ensures sales representatives always have a comprehensive view of a customer's potential value, risk, and behavior patterns during live interactions.

Product Management

Product managers can leverage customer behavior data to prompt user feedback based on specific application interactions. This data, e.g. feature requests, is sent back to CRMs, making it easier to prioritize the implementation of new features.

For an in-depth exploration on data activation and integrations, see our blog article on types of data integration.

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