Audience: Marketers, analysts, and data teams who want to explore customer data, measure experiments, and track performance in Hightouch.
Prerequisites: Access to Customer Studio with at least one connected source.
Learning objectives
After reading this article, you’ll understand:
- What Intelligence is and how it fits into the Customer Studio workflow.
- Key features available in Intelligence.
- When to use Intelligence versus other analytics tools.
- How to access Intelligence in the Hightouch app.
Overview
Intelligence is a set of analytics features that gives you the answers you need while you work.
Instead of switching between platforms or waiting on a report, you can check audience performance, measure experiments, and explore customer data right where you build your campaigns.
Within Intelligence, you can:
- Visualize trends and patterns with Charts, including insights, funnels, and audience comparisons.
- Measure success consistently by defining shared KPIs with Metrics
- Test and learn by creating audience Splits and Splits Charts and comparing how different groups respond.
Because Intelligence runs directly on your connected warehouse data, you’re always working with the same, up-to-date source of truth you use for segmentation and activation.
Key features and examples
| Feature | What it does | Example use case |
|---|---|---|
| Metrics | Define and reuse performance metrics across teams. | Track “Conversion rate” the same way in every campaign report so teams don’t debate the formula. |
| Charts | Build visualizations to track audience behavior and outcomes. | Compare website purchases from loyalty members vs. non-members over the last 30 days. |
Chart Types
| Feature | What it does | Example use case |
|---|---|---|
| Insights | Analyze audience composition, breakdown, and performance. | See how many members of an audience have booked a trip in the past 90 days. |
| Funnels | Identify drop-off points across a sequence of events. | See where users abandon the checkout process. |
| Splits | Measure results of experiments between randomized groups. | Send a 20%-off coupon to one group and no offer to another, then compare their purchase rates to see if the discount drove incremental sales. |
Value for marketers
Most marketing and advertising tools include analytics, but they only show results for campaigns run on their platforms. That makes it hard to see the full picture of customer behavior or how all your channels are performing together. Business Intelligence tools can pull in data from multiple sources, but they aren’t designed for marketing teams and sit outside the workflow where you activate campaigns.
Hightouch Intelligence bridges this gap and brings complete data and insights directly to marketing teams so you can:
- Analyze in context – Use data and insights while building or adjusting audiences and journeys.
- Measure across channels – Analyze data from all of your channels and use the same metric definitions for email, ads, and other touchpoints.
- Act on results immediately – Move from insight to action without exporting data or switching platforms.
Access Intelligence
- Go to app.hightouch.com/analytics.
- Select Charts or Metrics to begin your analysis.