Unlock deeper marketing insights with Hightouch Campaign Intelligence and Databricks

Next-generation customer experiences are built upon data and insights derived from various touchpoints. Through these, marketers can detect subtle differences in customer needs and preferences and craft personalized engagements that drive additional value for both the customer and the business.

But doing so requires careful thought, planning, and execution, and even the best-laid plans don't guarantee success. For this reason, it is essential that marketers carefully examine the impact of their efforts, both in terms of direct customer response to a particular offer or unit of content and the overarching organizational goals these efforts are intended to support. This analysis enables marketing teams to better determine where to spend their time and money.

Campaign Intelligence: Unifying Customer and Marketing Data

To address this need for analysis and insights, Hightouch has introduced Campaign Intelligence. This solution brings together data from sales and marketing tools within a centralized data layer, providing the foundation for multifaceted analysis (Figure 1).

Hightouch's semantic mapping capabilities make it easy to tag information assets for their relevance to common marketing concepts and establish linkages between key data. (Figure 2)

Campaign Intelligence makes it easy to resolve key questions at scale in a user-friendly interface by utilizing the Databricks Data Intelligence Platform for the storage of these data and the processing of queries from marketer interactions. Leveraging Databricks' shared data governance layer, i.e. Unity Catalog, these data are made available to support the breadth of the organization's work, whether driven through the bespoke efforts of data scientists or facilitated through the Campaign Intelligence solution, while retaining consistent controls over the information.

Intuitive UIs enable self-serve access for marketers

Campaign Intelligence provides marketers with a unified view to monitor their active campaigns across a variety of channels and platforms (Figure 3).

Campaign Intelligence goes beyond just enabling insights: it also gives marketers tools to immediately translate their learnings into actions. For example, marketers can build custom funnels to understand customer dropoff, and turn any cohort from those funnels into custom audiences to sync to tools for future campaigning (Figure 4). Marketers can also run and measure cross-channel A/B tests to understand how different campaign activities impact their key metrics (Figure 5).

Without access to Hightouch Campaign Intelligence, marketers typically need to rely on data teams for BI support or analyze their data in disparate tools built into the various activation technologies like lifecycle marketing and advertising platforms. This process was slow and cumbersome, and without access to a consolidated data repository, the results were always incomplete. Now, with the arrival of a centralized tool for addressing these questions, marketers can more easily and effectively close the loop on their efforts, helping them learn how best to maximize the returns on their efforts.

To learn more about Hightouch Campaign Intelligence, you can read more at https://hightouch.com/platform/campaign-intelligence or book a demo with our solutions engineers.