Outreach to Metabase

This page provides you with instructions on how to extract data from Outreach and analyze it in Metabase. (If the mechanics of extracting data from Outreach seem too complex or difficult to maintain, check out Stitch, which can do all the heavy lifting for you in just a few clicks.)

What is Outreach?

Outreach is a sales engagement platform designed to improve the effectiveness of marketing, sales development, closing, and success teams by changing the way companies engage with their customers. It provides outreach teams with a measurable series of touchpoints managed from a single interface.

What is Metabase?

Metabase provides a visual query builder that lets users generate simple charts and dashboards, and supports SQL for gathering data for more complex business intelligence visualizations. It runs as a JAR file, and its developers make it available in a Docker container and on Heroku and AWS. Metabase is free of cost and open source, licensed under the AGPL.

Getting data out of Outreach

Outreach provides a REST API that lets developers fetch resources stored in the platform, such as prospects, accounts, tasks, and calls. For example, to get retrieve information about prospects, you would call GET https://api.outreach.io/api/v2/prospects. You can add filter parameters to a URL to limit retrieval to specific values.

Sample Outreach data

Here's an example of the kind of response you might see with a query like the one above.

{
  "data": [{
    "type": "prospect",
    "id": 1,
    "attributes": {
      "firstName": "Sally",
      "lastName": null,
      ...
    },
    "relationships": {
      "account": {
        "data": {
          "type": "account",
          "id": 1
        }
      },
      "mailings": {
        "links": {
          "related": "https://api.outreach.io/api/v2/mailings?filter[prospect][id]=1"
        }
      },
      ...
    }
  },
  ...]
}

Preparing Outreach data

If you don't already have a data structure in which to store the data you retrieve, you'll have to create a schema for your data tables. Then, for each value in the response, you'll need to identify a predefined datatype (INTEGER, DATETIME, etc.) and build a table that can receive them. The Outreach documentation should tell you what fields are provided by each endpoint, along with their corresponding datatypes.

Complicating things is the fact that the records retrieved from the source may not always be "flat" — some of the objects may actually be lists. In these cases you'll likely have to create additional tables to capture the unpredictable cardinality in each record.

Loading data into Metabase

Metabase works with data in databases; you can't use it as a front end for a SaaS application without replicating the data to a data warehouse first. Out of the box Metabase supports 15 database sources, and you can download 10 additional third-party database drivers, or write your own. Once you specify the source, you must specify a host name and port, database name, and username and password to get access to the data.

Using data in Metabase

Metabase supports three kinds of queries: simple, custom, and SQL. Users create simple queries entirely through a visual drag-and-drop interface. Custom queries use a notebook-style editor that lets users select, filter, summarize, and otherwise customize the presentation of the data. The SQL editor lets users type or paste in SQL queries.

Keeping Outreach data up to date

At this point you've coded up a script or written a program to get the data you want and successfully moved it into your data warehouse. But how will you load new or updated data? It's not a good idea to replicate all of your data each time you have updated records. That process would be painfully slow and resource-intensive.

The key is to build your script in such a way that it can identify incremental updates to your data. Thankfully, Outreach's API results include fields like createdAt and updatedAt that allow you to identify records that are new since your last update (or since the newest record you've copied). Once you've taken new data into account, you can set your script up as a cron job or continuous loop to keep pulling down new data as it appears.

From Outreach to your data warehouse: An easier solution

As mentioned earlier, the best practice for analyzing Outreach data in Metabase is to store that data inside a data warehousing platform alongside data from your other databases and third-party sources. You can find instructions for doing these extractions for leading warehouses on our sister sites Outreach to Redshift, Outreach to BigQuery, Outreach to Azure Synapse Analytics, Outreach to PostgreSQL, Outreach to Panoply, and Outreach to Snowflake.

Easier yet, however, is using a solution that does all that work for you. Products like Stitch were built to move data automatically, making it easy to integrate Outreach with Metabase. With just a few clicks, Stitch starts extracting your Outreach data, structuring it in a way that's optimized for analysis, and inserting that data into a data warehouse that can be easily accessed and analyzed by Metabase.