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Data warehouse ⇄ Marketing

Azure Synapse Analytics to Iterable integration — real-time, two-way sync

Keep Azure Synapse Analytics and Iterable in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Adopted by fast-scaling companies moving mission-critical data in real time

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Why teams connect Azure Synapse Analytics and Iterable

Put modeled data to work and measure what it drives: Azure Synapse Analytics and Iterable keep contacts, audiences, and campaign results in step in real time, in both directions.

Azure Synapse Analytics is where your team models customers, product usage, and revenue into trusted tables; Iterable runs the campaigns, audiences, and messages that reach those people. The two overlap wherever the same person, account, or segment matters to both, and when the bridge between them is a nightly export or a hand-built list, marketing targets stale data while analytics never sees what the campaign returned.

Stacksync syncs Tables (dedicated SQL pool), External tables, Views, Schemas in Azure Synapse Analytics with Lists, Catalogs, Commerce / Purchases, Export data in Iterable field by field, in real time, and in both directions. You decide which system owns which fields — a computed score or segment can flow out to Iterable while sends, opens, and conversions flow back to Azure Synapse Analytics — and Stacksync keeps every copy consistent and resolves conflicts by rules you set.

Common use cases

  • 01 Consolidate SaaS data alongside lake data so analysts join both through one SQL surface.
  • 02 Load CRM and ERP records into Synapse dedicated SQL pool tables for enterprise reporting.
  • 03 Push warehouse or CRM audience segments into Iterable as Users via bulkUpdate (up to 1000 per call) and subscribe them to static Lists to drive campaigns.
  • 04 Track product and revenue Events (custom events, trackPurchase, updateCart) into Iterable from an app or database so journeys trigger on live behavior.

Common sync patterns

Suppression and consent stay aligned

Unsubscribes, bounces, and consent or opt-out flags held in either system propagate to the other, so no one is messaged after opting out and Azure Synapse Analytics holds the current state for auditing.

Enrich records with warehouse context

Product-usage counts, plan tier, region, or account owner computed in Azure Synapse Analytics appear on the matching record in Iterable, so targeting, routing, and personalization use up-to-date context.

Activate a modeled audience

A segment or score built in Azure Synapse Analytics — high-intent accounts, churn risk, a lifetime-value tier — lands as an audience or contact field in Iterable, so campaigns target the people your data actually points to instead of a static export.

What you can sync between Azure Synapse Analytics and Iterable

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure Synapse Analytics objects Iterable objects How this pairing syncs
Schemas Namespaces that separate staging, integration, and presentation layers. Commerce / Purchases Purchase and cart activity tracked via /api/commerce/trackPurchase and /api/commerce/updateCart, feeding revenue attribution and abandoned-cart journeys. Schemas is specific to Azure Synapse Analytics and Commerce / Purchases to Iterable — each maps to any object or custom field on the other side.
Materialized views Precomputed aggregates that speed reads of frequently synced result sets. Export data Historical user and event records pulled through the Export API (/api/export/data.json, data.csv, and userEvents) across data types like emailSend, emailOpen, emailClick, emailBounce, purchase, and customEvent. Materialized views is specific to Azure Synapse Analytics and Export data to Iterable — each maps to any object or custom field on the other side.
SQL pools Dedicated or serverless compute contexts that determine how and where queries run. Users User profiles keyed by email or userId with custom data fields; upserted via POST /api/users/update, read via GET /api/users/{email} or getByUserId, bulk-written via /api/users/bulkUpdate (up to 1000 users per call), and deleted or GDPR-forgotten. SQL pools is specific to Azure Synapse Analytics and Users to Iterable — each maps to any object or custom field on the other side.
Tables (dedicated SQL pool) Distributed warehouse tables that serve as sync destinations for analytics workloads. Events Custom and system events tracked via /api/events/track and /api/events/trackBulk (up to 1000 events per call); a single user's event history is read via GET /api/events/{email}. Tables (dedicated SQL pool) is specific to Azure Synapse Analytics and Events to Iterable — each maps to any object or custom field on the other side.
External tables Tables over files in the data lake, queried through serverless SQL and often read-only in syncs. Campaigns Email, SMS, push, and in-app sends; metadata and metrics read via GET /api/campaigns and /api/campaigns/metrics, created and sent via /api/campaigns/create and /api/campaigns/trigger. External tables is specific to Azure Synapse Analytics and Campaigns to Iterable — each maps to any object or custom field on the other side.
Views Curated projections used when downstream tools should not read base tables directly. Templates Reusable email/SMS/push/in-app message templates with handlebars fields; read via /api/templates and per-channel get endpoints, written via /api/templates/email/upsert and the other channel upserts. Views is specific to Azure Synapse Analytics and Templates to Iterable — each maps to any object or custom field on the other side.

How changes propagate between Azure Synapse Analytics and Iterable

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure Synapse Analytics Iterable Interval-based propagation

DetectionStacksync polls Azure Synapse Analytics for changes on an incremental schedule, reading only records changed since the previous pass. Polling on watermark columns.

DeliveryEach detected change is written to Iterable through its API, with automatic retries and rate-limit backoff.

Iterable Azure Synapse Analytics Sub-second propagation

DetectionIterable notifies Stacksync of record changes through webhook events. System Webhooks push email/SMS/push/in-app and custom events (send, open, click, bounce, complaint, unsubscribe) as JSON POSTs in near real time.

DeliveryEach detected change is applied to Azure Synapse Analytics as a row-level write, with types converted between the two schemas.

Rate-limit considerations

  • Iterable: Limits are per endpoint and per project/key; exceeding one returns HTTP 429, so exponential backoff is advised. Event tracking allows far higher volume than metadata endpoints like campaigns/templates, and the Export API is throttled more tightly. Since Nov 10, 2025, passing the key in the query string or body is rate-limited more strictly than the Api-Key header.
What ships with Azure Synapse Analytics ⇄ Iterable

Connect Azure Synapse Analytics and Iterable for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure Synapse Analytics–Iterable connection.

Real-time

Two-way sync

Changes in Azure Synapse Analytics or Iterable instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure Synapse Analytics or Iterable data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure Synapse Analytics or Iterable record.

Observability

Monitoring

Track your Azure Synapse Analytics ⇄ Iterable sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure Synapse Analytics and Iterable.

How the Azure Synapse Analytics and Iterable connectors work

Azure Synapse Analytics

Integration surface
SQL wire protocol (TDS) with T-SQL for SQL pools; additional Spark and pipeline surfaces exist but syncs use the SQL endpoint
Authentication
SQL authentication or Microsoft Entra ID
Change detection
Polling on watermark columns; Synapse SQL pools do not expose log-based CDC for downstream consumers
Capabilities
read · write

Iterable

Integration surface
Iterable REST API (JSON over HTTPS): Users, Events, Campaigns, Templates, Lists, Catalogs, and Commerce endpoints, plus a bulk Export API for historical data
Authentication
API key sent in the Api-Key HTTP header (also accepted as Api_Key; the name is case-insensitive). Keys are scoped by type - Server-side, JavaScript (Web SDK), or Mobile - with optional JWT-enabled keys. US projects use api.iterable.com; EU projects use api.eu.iterable.com.
Change detection
System Webhooks push email/SMS/push/in-app and custom events (send, open, click, bounce, complaint, unsubscribe) as JSON POSTs in near real time; historical backfill and incremental catch-up run through the Export API over a date range.
Capabilities
read · write · webhooks
Rate limits
Limits are per endpoint and per project/key; exceeding one returns HTTP 429, so exponential backoff is advised. Event tracking allows far higher volume than metadata endpoints like campaigns/templates, and the Export API is throttled more tightly. Since Nov 10, 2025, passing the key in the query string or body is rate-limited more strictly than the Api-Key header.
How it works

How to connect Azure Synapse Analytics to Iterable — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure Synapse Analytics and Iterable with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure Synapse Analytics connected
    Iterable connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure Synapse Analytics and Iterable objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure Synapse Analytics ⇄ Iterable
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure Synapse Analytics Iterable
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure Synapse Analytics and Iterable integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

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→ SECURITY WITH BENEFITS

SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

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