Hightouch’s Post

My five cents after working with first party data across tens of clients and tens of technical setups during this year. Key takeaway is that composable architectures are really value creating. Composable approach example 🐞 We set up a composable CDP on Google Cloud 🦆Hightouch for data activation across 5 channels 🌊100+ automations running 🧮5 ML models actually working (not just sitting there), and real money coming in (in millions of 💲 ) What is different? 💥 We're moving WAY faster in terms of creating business results. 💥 The cost for data consumption and Hightouch is approx 1/3 or even 1/5 of what a licensed tool would be. 💥 The work is more technical, yet we are getting more output (algos, personalization, omnichannel) Why does it work? 🌐 Commercial martech tools tend to promise "marketing magic with zero tech knowledge needed" but this never is the case 🌐 Data is always a blocker, no matter how good the CDP/martech tool is - so the more technical data work is needed in any case 🌐 Composable setups force you to bring in people who actually understand data and to work more closely with marketing / business people. 🌐 You are not only building marketing campaigns, you are building a data capability that scales and can grow into other domains. Data teams tend to be closer to business in this setup, which will allow for faster issue resolution (vs "just shipping data into the CDP") My five cents to end this interesting year, maybe this is useful for someone! #CustomerData #Composable #GoogleCloud #HighTouch (edited)