Hightouch is a Composable Customer Data Platform (CDP) and AI Decisioning platform that enables companies to activate their data warehouse to power personalized marketing and business operations. Hightouch’s mission is to enable any organization to self-serve all their best data to intelligently drive growth.

Hightouch pioneered Reverse ETL and the concept of the “Composable” CDP. The architectural concept is simple: companies are already unifying all their data in cloud data warehouses or lakehouses. Shouldn’t they be able to run their businesses and marketing campaigns from this centralized data layer?

Hightouch sits as a layer on top of the data warehouse, giving business users access to build audiences, journeys, and more using their complete data where it already lives. Hightouch then connects that data (and decisions made from it) to hundreds of tools (including many in the MACH Alliance) where it can trigger action. Rather than acting as a data store, Hightouch is a connector between a company’s owned data, business logic, and the rest of its tech ecosystem.

Hightouch has developed capabilities that users have come to expect from CDPs around the data warehouse, including cross-channel journey management, identity resolution, event collection, customer and campaign analytics, data onboarding, and real-time onsite personalization. Hightouch also built AI Decisioning, which uses AI agents to deliver personalized campaigns to individual users, using the same ecosystem it developed between data warehouses and marketing technologies.

Organizations using Hightouch can rapidly access their data and run more personalized marketing and data-aware operations. For example, Grammarly uses Hightouch to build audiences that power marketing campaigns with MACH member Iterable, and also uses those same audiences across paid media walled gardens. They’ve increased paid search customer lifetime value by 4.1%, while speeding their campaign launch time from four weeks to just three days.

Hightouch’s solutions align with MACH principles. Each product is modular, so users can choose the components of Hightouch that complement their existing data and technology ecosystem. Hightouch prioritizes open, scalable, and secure data integrations, so that data and security teams can feel empowered to allow business users to self-serve access to their data and AI.

Looking to the future, Hightouch aims to continue democratizing data access and action at the enterprise level and help drive the broader market towards composable architectures centered around the cloud data warehouse or lakehouse. AI Decisioning in particular is poised to evolve how marketing works—shifting marketers from manually segmenting users and scheduling campaigns to setting goals that they can manage AI agents to accomplish for each individual customer.

For more details, see Hightouch’s blog about their acceptance into the MACH Alliance.