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Hightouch Article

<hr /> It’s a data swamp out there, and brands are trudging through it. With customer data sprawled across a multitude of devices, platforms, and identities, enterprises are struggling to unify the chaos, glean meaningful insights, and create more personalized experiences.As people engage via a widening channel of digital touchpoints, unifying disjointed customer records has become a huge blocker. While features in CDPs and data warehouses have provided a salve, the use of <a target="_blank" rel="noopener noreferrer" href="https://hightouch.com/blog/identity-resolution-tools">identity resolution tools</a> – software solutions that link customer data points across different systems – has become an essential resource for keeping the mud off your boots.But when the data picture is incomplete, things get fuzzy. This is where <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/hightouch">Hightouch</a> is sharpening the details with precision and giving marketers more reliable insight. The composable CDP and AI decisioning platform just introduced probabilistic Identity Resolution, an adaptive feature of Hightouch’s powerful warehouse-native customer data platform that combines AI with deterministic logic to fill in the gaps of fragmented profiles. This new capability introduces what Hightouch calls “multi-zone” identity resolution, which enables businesses to jump between high-confidence deterministic matching and higher-reach probabilistic matching within a single project setup. In this sense, it combines the best of both worlds in one unified solution within the CDP.“Most identity resolution tools are either rigid or opaque,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar</a>, Co-Founder and Co-CEO of Hightouch. “We’ve built something entirely new, a multi-zone identity engine that lets customers toggle between high-confidence deterministic graphs and higher-reach probabilistic graphs, without sacrificing transparency or control.”<h3 id="determining-the-probabilities-with-ai">Determining the probabilities with AI</h3>We live in an ever-expanding world of digital touchpoints, and consumers are engaging across a litany of devices and channels. With so much data in so many places, brands are struggling to capture clean and accurate customer data from a disjointed mountain of customer records, which is eroding the effectiveness of marketing and personalization.While identity resolution helps cut through the chaos, it has inherent challenges relative to the use case. Transactional emails, for example, perform best with high-confidence deterministic matching. Meanwhile, things like ad targeting work best with high-reach probabilistic matching. With Hightouch, you can use the right method for the right use case. Toggle to deterministic identity resolution to leverage exact matches with identical email addresses or phone numbers. Jump to probabilistic identity resolution and utilize machine learning models to infer connections between similar (but not identical) records. This can include linking a nickname and personal email to a business identity to help fill a gap.<h3 id="powerful-identity-resolution-features">Powerful identity resolution features</h3>While other platforms offer probabilistic matching, Hightouch is the first to make both probabilistic and deterministic resolution fully configurable, transparent, and warehouse-native. This enables brands to control their identity resolution logic, optimize for different downstream use cases, and preserve data ownership at every step. Features of Hightouch's adaptive Identity Resolution include its noted multi-zone matching, which enables users to adjust confidence levels up for precision or down for reach. Now you can shift your deterministic and probabilistic resolution in parallel depending on your use case. It's also highly configurable and transparent, allowing you to fine-tune your matching logic, inspect machine learning decisions, and customize golden record logic without code.Hightouch's warehouse-native architecture also allows users to perform identity resolution on their complete data, directly in the data warehouse. No need to move data into a separate CDP or black box – it's all handled in one place, and it's all configurable and transparent. With Hightouch's real-time activation, you can put merged profiles to work instantly across ads, email, customer success, and more through its deep integration ecosystem. As Hightouch contends, this isn’t a “one-size-fits-all algorithm” they’re applying, but an intelligent, transparent framework that evolves with your business needs. And with AI inside the warehouse, identity resolution steps up from being just a hygiene task to a strategic advantage.<h3 id="the-verdict">The verdict</h3>Identity resolution tools have been around for a while at both a warehouse-native and black box level, providing options that are native and outside an organization’s data stack. Proximity aside, there are implicit limitations that are exacerbated by the growing number of data sources and disjointed customer records. Hightouch is endeavoring to solve this problem with its novel multi-zone identity engine. What’s key is that customers have more power to switch between deterministic and probabilistic graphs to achieve a more complete picture and attain greater confidence. There's more control over use cases for high confidence or high reach, and this could deliver more value to marketing teams as they focus more on personalization.The artificial intelligence piece is also pivotal, unlocking more scale and potential as the lakes of data continue to grow. But this investment in AI-powered solution is precisely what’s putting this platform on the map. Hightouch is still “riding high” as it innovates along its AI decisioning capabilities, which earned it an <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/u-cant-touch-this-cdp-hightouch-nails-80m-series-c-to-power-its-ai-decisioning">$80 million Series C last February.</a>Earlier this year, I spoke with Hightouch’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/hightouch-taps-adam-greco-as-product-evangelist-strengthening-its-leadership-in-composable-cdps">Product Evangelist, Adam Greco,</a> about the evolution of the company’s composable CDP and how it’s challenging the category. As I observed at the time, Hightouch is plotting a unique course, and this latest foray into native, AI-powered identity resolution is further evidence of that.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-hightouch?-talk-to-an-expert.">Looking for guidance on Hightouch? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hightouch Adds New AI-Powered Adaptive Identity Resolution to its CDP

matt-garrepy

U Can’t Touch This CDP: Hightouch Nails $80M Series C to Power its AI Decisioning

<hr /> Since 2018, <a target="_blank" href="https://cmscritic.com/products/hightouch">Hightouch</a> has been “high touch” when it comes to data. The pioneering composable customer data platform (CDP) and AI decisioning company has been on a tear recently, doubling its revenue<a target="_blank" href="https://getlatka.com/companies/Hightouch"> </a>and growing its team.Hightouch is finding success with enterprises that prefer flexible, composable alternatives to traditional CDPs, which are often plagued by rigid and costly infrastructures. By leveraging data and AI across their organization, Hightouch enables its users to deliver personalized customer experiences, optimize performance marketing, and move faster.This unique approach – turning data warehouses into marketing engines – has earned it a growing list of high-profile customers, including PetSmart, Warner Music Group, Calendly, Spotify, and GameStop.Now, Hightouch is tapping the human power of a seasoned analytics veteran and industry thought leader as it aims to drive more growth. Today, the company announced that it has hired <a target="_blank" href="https://www.linkedin.com/in/adamgreco/">Adam Greco</a> as Product Evangelist, where he will focus on supporting Hightouch's mission to empower marketing and data teams.If you're “tuned in” to the data and analytics space, Adam's name needs little introduction. With more than two decades of experience driving innovation and strategy in the field, he's been shaping the roadmap at leading tech firms like <a target="_blank" href="https://cmscritic.com/products/salesforce">Salesforce</a> and Omniture – which was <a target="_blank" href="https://techcrunch.com/2009/09/15/breaking-adobe-to-acquire-omniture-for-approximately-1-8-billion/">acquired in 2009 by Adobe</a> for $1.8 billion. In the wake of that acquisition, Adam wrote the definitive book on Adobe Analytics. During his most recent tenure at <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> – a leading product analytics platform provider – I spoke with Adam about the evolution of CDP, the value of data, and how critical these technologies are within the stack. "CDPs should be more insights and analytics-driven, capable of looking at problems in experiences," he said. “Every vendor will need a CDP of some kind because they want to collect data from every touchpoint: mobile apps, OTT, web, etc. Pulling it all together and creating action is key.”<h3 id="doubling-down-on-growth-and-disruption">Doubling down on growth and disruption</h3>At its core, Hightouch is a data activation platform that specializes in synchronizing customer data from data warehouses into a variety of high-utility tools. These include CRMs, email and marketing automation platforms, and advertising networks (to name a few). Founded in 2018 by <a target="_blank" href="https://www.linkedin.com/in/joshcurl/">Josh Curl</a>, <a target="_blank" href="https://www.linkedin.com/in/guptakashish/">Kashish Gupta</a>, and <a target="_blank" href="https://www.linkedin.com/in/tejasmanohar/">Tejas Manohar</a>, Hightouch started life outside the CDP boundaries as a travel booking Slackbot. The company pivoted during COVID-19 circa 2020, after developing reverse ETL technology to sync data from warehouses to SaaS tools. The move to the CDP space has certainly proven lucrative: the space is projected to grow to $15.3 billion by 2026.Since the transition, Hightouch has been enabling organizations to transform high-value data assets into actionable insights and strategies without the need for extensive engineering. This is accomplished through an elegant suite of no-code features – making data activation easier, so almost anyone can build audiences, orchestrate customer journeys, and uncover customer insights.As of 2024, Hightouch has <a target="_blank" href="https://sacra.com/c/hightouch/">raised over $92 million</a> across its Series A and B. Powered by this funding, the company has invested heavily in advanced AI and machine learning capabilities, unlocking even more opportunities for marketers to activate their data and drive measurable results. Hightouch positions itself as an alternative to more traditional CDPs like Twilio's <a target="_blank" href="https://cmscritic.com/twilio-acquires-segment-for-3-2b-adds-market-leading-cdp-for-building-data-driven-apps">Segment</a>, which typically require data to be stored in their proprietary systems. This approach of leveraging existing data warehouses as the central data repository has resonated with companies looking to avoid data duplication and maintain control over their data infrastructure. For this reason, large enterprises like Warner Music Group have chosen Hightouch over a traditional CDP, even after performing a three-year evaluation process.As a CDP, Hightouch has been focusing on AI for quite some time, exploring more efficient ways to automate processes and scale its capabilities across large pools of data. In August of last year, the company announced the launch of <a target="_blank" href="https://hightouch.com/blog/introducing-ai-decisioning">AI Decisioning</a> – its new AI marketing product – which is also available as a <a target="_blank" href="https://www.snowflake.com/en/data-cloud/workloads/applications/native-apps/">Snowflake Native App.</a><h3 id="a-modern-day-legend-in-the-data-world">A modern-day legend in the data world</h3>Adam's arrival comes at a pivotal moment as Hightouch continues to redefine what’s possible for enterprises in the customer data space. As Product Evangelist, he will support Hightouch’s continued expansion and help users unlock the full potential of their data. He will also focus on educating and empowering customers to lean into new data and AI technologies safely and scalably.Adam's career reads like a blueprint for success in the analytics and data industry. As one of Omniture’s first customers and employees, Adam has been at the forefront of digital transformation for decades. His skills include hands-on expertise in online marketing, website design, voice of customer (VOC), and CRM integration with digital analytics. His contributions to the field are vast, and he has helped thousands of marketers optimize their digital experiences. As such, he will likely elevate Hightouch's perception as a market-leading authority. Over the years, Adam has become a trusted voice, sharing his insights as a speaker and board member for several data technology organizations. His leadership roles at companies like Salesforce and <a target="_blank" href="https://cmscritic.com/products/amplitude">Amplitude</a> have further cemented his reputation as an innovator who understands the practical and strategic sides of data. To date, Adam has written over 200 blog posts related to Adobe Analytics. He also penned <a target="_blank" href="https://www.amazon.com/Adobe-SiteCatalyst-Handbook-Insiders-Guide/dp/032185991X">The Adobe SiteCatalyst Handbook: An Insider's Guide</a>, which has enjoyed positive reviews since its original publication over a decade ago. This followed his tenure at Omniture, where Adobe's acquisition revealed its focus on integrating management and metrics to drive its future strategy – and it appears that the deal is still paying off. "I've been through more than anyone on planet." That's how Adam described his 25 years in the Adobe Analytics world. As Adobe's reign over the digital experience space expanded, he consulted around the AEM product and continued to roadmap the critical role of analytics.Adam has also been active in supporting the broader industry. In 2019, he joined Further's <a target="_blank" href="https://www.apolloplatform.com/">Search Discovery</a> practice, where he supported digital analytics customers in doing more with data. He also played an instrumental role in the growth and development of Search Discovery's <a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=2362026&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=Apollo">Apollo</a><a target="_blank" href="https://c212.net/c/link/?t=0&amp;l=en&amp;o=2638129-1&amp;h=1357526835&amp;u=https%3A%2F%2Fwww.searchdiscovery.com%2Fapollo%2F&amp;a=%C2%A0solution"> solution</a> and its related service offerings.“Adam knows what it takes to do digital transformation at the world’s biggest companies, and we’re beyond excited to have his expertise at Hightouch,” said <a target="_blank" href="https://www.linkedin.com/in/briankotlyar/">Brian Kotlyar</a>, VP of Marketing at Hightouch. “He uniquely pairs a big vision with pragmatic, hands-on knowledge of how to make it real for marketers in any company. His passion for helping organizations use data to drive growth aligns perfectly with our mission.”<h3 id="why-it-matters">Why it matters</h3>Hightouch is challenging traditional CDPs and redefining how businesses think about data activation. As the world of marketing and data continues to evolve, the need for scalable, flexible solutions has never been greater. Hightouch’s vision of a composable, AI-driven future is no longer just an ambitious goal – it’s a reality. CDP has also been an incredibly lively sector in 2024, particularly as digital experience platforms (DXPs) have sought to leverage their own capabilities as part of their differentiated value. Most recently, <a target="_blank" href="https://cmscritic.com/products/contentstack">Contentstack</a> – a headless CMS turned composable DXP – <a target="_blank" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">purchased Lytics</a>, a key player in the customer data landscape.Brass tacks: Adam is an unmatched commodity in the realm of data and analytics. His expertise and leadership will undoubtedly benefit Hightouch and likely lift its brand perception upon his hiring alone. But given his track record, the company can reasonably predict a greater long-term impact on its roadmap.With Greco’s guidance, customers can expect even more innovative solutions to help them stay ahead in an increasingly data-driven world. His deep knowledge and leadership can further solidify Hightouch as a go-to platform for enterprise marketing and data teams seeking to unlock the full potential of their data."I'm thrilled to join Hightouch and help drive the future of data activation," he exclaimed. "The potential to transform how organizations leverage their data is immense, and I'm excited to work alongside the talented Hightouch team to help customers navigate the complexities of modern data infrastructure."CDPs have proven essential to the enterprise stack. As competition and choice escalate, pure-play platforms certainly have their work cut out for them in a fragmented marketplace. But Hightouch continues to differentiate itself against key players like Segment with its composable offering – an asset that will serve them well as they look to further disrupt the competitive landscape. If they maintain those attributes and execute, they might want to consider a new tagline: “Can't touch this.” <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hightouch Taps Adam Greco as Product Evangelist, Strengthening Its Leadership in Composable CDPs

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Hightouch Adds New AI-Powered Adaptive Identity Resolution to its CDP

U Can’t Touch This CDP: Hightouch Nails $80M Series C to Power its AI Decisioning

Hightouch Taps Adam Greco as Product Evangelist, Strengthening Its Leadership in Composable CDPs