Hightouch, Co-Founded by Tejas Manohar, is a number one knowledge activation platform. This signifies that not like different tech firms that assist companies analyze the info they’ve, Hightouch helps companies (with any kind of SQL database) activate their knowledge by connecting with different expertise, like Iterable, for instance.
In our Iterable Academy “Ask an Expert series,” we discover precisely how Iterable works with our companions and what our companions got down to assist manufacturers accomplish. In this set up of the Ask an Expert collection, we sat down with Tejas to study extra about how Hightouch helps manufacturers use their knowledge in probably the most impactful and efficient methods. Let’s begin originally.
Why Create a Data Activation Platform?
Before Hightouch, Tejas began his profession working at a buyer knowledge platform with the aim of serving to companies consolidate their buyer knowledge to create a holistic view of the client and develop personalised experiences.
But then, he took issues to the subsequent degree. Tejas began to understand that along with manufacturers wanting to simply entry their buyer knowledge, additionally they wished higher methods of utilizing it. That’s the place Hightouch comes into play.
Cloud-Based Data Warehouses
As an instance, Tejas talked about cloud-based knowledge warehouses. “Seven years ago no one was using these cloud data warehouses,” he stated, “They were immature in the market, people were just figuring out how to get the data into them for analytics.”
Today, nonetheless, cloud-based knowledge warehouses are the trade normal for managing knowledge. In reality, most companies at the moment will use a knowledge warehouse to retailer their data. What’s lacking from the info administration ecosystem is knowledge activation.
As Tejas stated, “How can companies use all of that data, and not just for long-term decision making? How do you actually use that data to drive day-to-day actions and automated actions, like sending marketing campaigns in tools like Iterable?” So, in essence, Tejas got down to take the info out of those warehouses whereas most platforms in the marketplace strived to convey knowledge in.
Starting as a Reverse ETL Platform
To perceive what a reverse ETL platform is, we must always most likely begin off with defining an ETL platform. ETL platforms are very data-centric platforms—ETL truly stands for “extract, transform, and load.” According to Google Cloud, ETL platforms are “a historically accepted manner for organizations to mix knowledge from a number of methods right into a single database, knowledge retailer, knowledge warehouse, or knowledge lake.“ This is what Tejas was speaking about when he highlighted the kind of knowledge administration platforms that exist at the moment.
But, a reverse ETL platform is what Hightouch first developed from. In reverse ETL, the info warehouse isn’t the end-goal, it’s the start line. Data is loaded within the warehouse, remodeled to work with third-party packages, and extracted—therefore reverse ETL, or “LTE.” But calling Hightouch a reverse ETL platform didn’t totally clarify their knowledge capabilities.
Instead, Tejas wished to give attention to the truth that Hightouch can each extract knowledge from warehouses, and activate the info to make it simply digestible and accessible. Which is why it’s thought-about to be a knowledge activation platform.
Data Activation Use Cases
That’s all nicely and good, however when would somebody really need to make use of a knowledge activation platform versus an ETL or reverse ETL? It’s actually not as sophisticated as you may assume. Using a platform like Hightouch might imply simply getting fields like a consumer’s identify or email tackle into a 3rd occasion platform.
Before you should use your third occasion platform to create buyer journeys and ship emails and push notifications, you could import the right knowledge. Historically, to do that, manufacturers have uploaded CSVs or constructed an API integration. But, that doesn’t at all times work.
Tejas and staff acknowledged that there’s normally a bottleneck someplace within the CSV or API processes. The sticking factors vary from getting engineers to implement APIs to figuring out how this new implementation matches into the broader expertise structure.
But, if clients have already got the info sitting in a warehouse, a knowledge activation platform can simply create a live-sync of the info to share into third occasion advertising instruments. It’s not sophisticated nevertheless it makes a huge effect on companies’ potential to activate their present knowledge.
Uncovering Data Stuck within the Warehouse
Tejas talked about bringing fields like username and email into your advertising platform, however that will be thought-about a less complicated use case for Hightouch. A extra sophisticated use case could be activating the info that doesn’t exist anyplace outdoors of the info warehouse—knowledge created by knowledge scientists or analysts.
He used machine studying and AI as an instance. Brands are extra ceaselessly utilizing machine studying and AI to personalize advertising experiences. To accomplish that, knowledge analysts might create propensity scores that present how doubtless a buyer is to buy one thing. That knowledge exists solely within the warehouse, however a knowledge activation platform might assist extract it and make it usable in a platform like Iterable.
Making Data More Accessible
Hightouch is working in direction of the subsequent evolution within the knowledge lifecycle. Rather than specializing in managing it and consolidating it, which cloud-based warehouses deal with, Hightouch focuses on making the info impactful for end-users which, in flip, makes it impactful for companies.
Data is very priceless for creating an individualized, harmonized, and dynamic cross-channel advertising expertise. Hightouch is a layer that may be added right into a model’s martech stack to assist make the present knowledge extra usable in a marketer-friendly platform, like Iterable.
If you’re already an Iterable buyer, take a look at Iterable Academy for the total Hightouch course.
If you’re not an Iterable buyer however wish to study extra about our platform, schedule a demo at the moment.