Face it: Your data isn't perfect. And that's OK.

CDPs weren’t wrong– they were built in a different time when companies had access to different technology. The CDP category emerged in 2013– before cloud data warehouses like Snowflake, Databricks, Google BigQuery, and Amazon Redshift enabled companies to collect and prepare all their company’s data. CDPs served a critical need when they emerged by enabling marketing teams to activate clean customer data, but the modern data stack has since outgrown them.

The inflexibility of CDPs, coupled with the data silos they create, leads only 58% of companies with a CDP to say it drives significant value, according to the CDP Institute. Rather than spend months implementing a separate band-aid data solution with a CDP, you can instead begin to activate the data you already have today to achieve immediate value.

How you can activate your data today (and improve it as-you go)

More likely than not, there is existing data around your business that you know is valuable. By simply activating this, you can start powering your company’s operational and marketing use cases today, like syncing audiences of purchasers to ad platforms to suppress them from future advertising.

Rather than solve for each use-case as a one-off technical build or, worse, by manually exporting data from your system and uploading CSVs elsewhere, Data Activation platforms like Hightouch can help you automatically sync customer data points like audiences from your sources (most commonly your data warehouse) over 150+ destinations, without writing a line of code.

Ultimately you'll develop a virtuous cycle by using the data you have today, identifying the data that would further enhance your work, and improving your underlying data systems as you go to meet your new needs.

1. Connect Hightouch to your data, wherever it’s stored. Hightouch can access data stored in 30+ sources, ranging from a true cloud warehouse like Snowflake to ad-hoc solutions like Google Sheets. Wherever your data is, we’ll make it painless for you to use it within just a few minutes.
2. Define Customer Audiences. Hightouch’s Customer Studio allows anyone to explore, create, and analyze customer audiences based on values already in your data set– no coding or SQL required. Alternatively, if you’ve already defined audiences in existing SQL queries or in BI tools like Sigma, Tableau, or Looker, you can import them with a single click.
3. Activate Audiences to Tools. Once you’ve created an audience, you can sync it to 150+ AdTech and MarTech tools. Whether you want to use a customer list in Google Ad Manager or Hubspot, we’ll keep each audience up-to-date based on your user criteria.
4. Run Campaigns. Put those audiences to work in your downstream tools.
5. Measure Success. What results were you able to drive with these campaigns?
6. Think of New Use Cases. When you start to see the results of your initial audiences, you’re going to want to make more and try new approaches. For many of your potential use cases, you probably already have the data you need– you can go right back into Hightouch to define a new audience.
7. Improve Data Collection and Modeling. For use cases that you don’t have proper data collection or modeling to support, you can collaborate across business and data teams to invest in your core internal company data. You improve and clean your data warehouse as-needed, only when you will be able to immediately see a return from that investment.

Hightouch enables business users to extract as much value as possible from your company's current data while building more advanced use cases one step at a time. The gaps in data collection that emerge as you explore more sophisticated use cases will drive reinvestment in your underlying data ecosystem, creating a positive feedback loop of business-oriented data investments that drive immediate value.

Using Hightouch to Organize Data

Let’s be real: most data warehouses look like this, or even more complex:

Source: https://docs.oracle.com/cd/E36434_01/ACI.10-1-2/ATGDataWarehouse/html/s0836searcherd01.html

It’s overwhelming for marketers, advertisers, and other business users to know which tables and fields to rely on for decision making.

Hightouch’s Customer Studio allows data teams to define which tables and relationships matter most for their business users. From this initial schema, business users can build hundreds of audiences, powered by data that is vetted and organized within the Hightouch interface.

This powerful schema builder allows data-savvy users who set up Hightouch to focus initially on exposing the most essential data. We have companies using Hightouch that have 10k+ tables in their warehouse. Those companies use the schema builder to select the handful of tables that matter for their specific use-cases and then create relationships between each entity to connect them for effective audience building.

The schema builder is just one more example of how Hightouch enables everyone to act on their data and extract value from it - regardless of the state of the underlying raw data tables.

Getting Started

Traditional CDPs won't fix your data. They'll force you to collect new data following their methods. You won't be able to act on that new data for months, and it will be separate from the already valuable and likely messy data you've been collecting for years. By activating your data as it is today with Hightouch, you'll start getting value immediately and see the most impactful reinvestments you can make in your existing data ecosystem to reap benefits as you go.

Hightouch is building a data future of Composable CDPs. Rather than buying a one-size-fits-all data solution, you accomplish the true goal of a CDP– actionable customer data in all of your tools– by activating directly from your existing stores of customer data. If you have any metric you can rely on today, you have data that’s worthy to act on and monetize in your downstream tools. Speak with one of our solutions engineers to see how we can help you untangle your data today.