Hightouch was founded in 2018 by Kashish Gupta, Tejas Manohar, and Josh Curl. The company has raised over $70 million in funding and has grown into one of the leading platforms in the reverse ETL and composable customer data platform space.
The core product syncs data from your data warehouse to over 200 business applications. You write a SQL query or select a dbt model in your warehouse, map the fields to a destination like Salesforce or Google Ads, and Hightouch handles the ongoing synchronization. Changes in the warehouse automatically propagate to downstream tools.
Hightouch coined the term “Composable CDP” to describe its approach to customer data. Instead of buying a traditional customer data platform that creates yet another data silo, you use your existing warehouse as the CDP and Hightouch as the activation layer. Your data team models the data in the warehouse with dbt, and Hightouch makes it actionable for business teams.
The Customer Studio feature provides a no-code audience builder for marketing teams. They can create customer segments using warehouse data through a visual interface, preview audience sizes, and sync segments to any connected destination. This puts marketers in the driver’s seat without creating a dependency on the data team for every campaign.
Match Booster, an identity resolution feature, enriches your first-party data with additional identifiers to improve match rates when syncing audiences to ad platforms. Higher match rates mean better targeting and lower customer acquisition costs.
Hightouch’s event collection capabilities allow it to capture real-time events from websites and apps and land them directly in the warehouse, bridging the gap between event collection (traditionally Segment’s territory) and data activation.
The composable approach has gained traction as organizations invest heavily in cloud data warehouses and want to maximize the return on that infrastructure.
