Craig Dennis

Content Marketer

Craig Dennis is a Content Marketing Manager at Hightouch, where he develops blog content and customer case studies that highlight how teams use data and AI to power personalized marketing. Before joining Hightouch, Craig worked as a freelance writer in the B2C tech space, helping companies craft stories that connect with their audiences. He brings a strong background in content strategy and a passion for making complex topics approachable. Outside of work, Craig enjoys reading, experimenting with AI, and spending time with his wife and their two children.

Written by Craig Dennis:

Oct 13

What is a winback campaign? Fix the timing, targeting, and discount trap

Winback campaigns are deceptively simple. And easy to get wrong. This breakdown examines common pitfalls related to timing, targeting, and over-discounting.

Jul 1

What is a Recommendation System? The Invisible Force Behind Netflix, Amazon, and Spotify

AI recommendation systems turn static suggestions into dynamic, 1:1 experiences. By learning from each customer’s behavior and context, they help marketers deliver the right product to the right person, boosting engagement and revenue at scale.

Jun 30

What Are AI Experiments? And Why Traditional A/B Testing Isn’t Enough Anymore

AI experiments unlock faster learning and deeper personalization. Instead of testing one idea at a time, they optimize every customer interaction automatically, at scale.

Jun 11

What is real-time personalization? The reason your messages miss when they matter most

Are your “personalized” experiences still stuck in the past? If your brand waits hours to respond to a customer’s action, you’re already too late. Real-time personalization powered by tools like Hightouch lets you react instantly with the right message while your customer is still engaged and ready to act.

Jun 8

How to set up the Criteo Conversions API?

Unlock better campaign performance and more accurate measurement by sending cookieless conversion events to the Criteo Conversions API.

Jun 3

What is an AI Customer Journey? The Answer to Stagnant Flows and Personalization Fatigue

Static journeys can’t keep up with dynamic customers. AI-powered customer journeys use customer behavior and intent to automatically adapt every decision at scale. It’s personalization that learns and improves with every interaction.

May 19

What is Next Best Action? How Leading Lifecycle Teams are Increasing LTV

Personalize every journey with next best actions that drive growth and retention.

May 18

How to set up the Reddit Conversions API?

Connect offline and online outcomes to Reddit Ads reliably. The Conversions API helps future-proof your measurement while improving spend efficiency.

May 5

AI Customer Retention: How Artificial Intelligence Transforms Loyalty Strategy

AI takes retention from reactive to proactive. By anticipating churn and tailoring each interaction as it happens, it helps brands keep more customers, longer—with less manual work.

Apr 21

How to set up the Rokt Conversions API?

Unlock better campaign performance and more accurate measurement by sending cookieless conversion events to the Rokt Conversions API.

Apr 7

What is Agentic Automation? And how is it transforming lifecycle marketing

Agentic automation replaces static workflows with AI agents that plan, learn, and act in real time. It delivers 1:1 personalization at scale, optimizes every message, and frees marketers to focus on strategy, not execution.

Apr 6

How to set up the Nextdoor Conversions API?

Learn how to set up the Nextdoor Conversions API to send first-party conversion data directly from your server, bypassing ad blockers and unlocking better attribution and ROAS.

Apr 2

How to set up the Taboola Conversions API?

Unlock better campaign performance and more accurate measurement by sending cookieless conversion events to the Taboola Conversions API.

Mar 26

How to set up the Trade Desk conversions API?

Own your conversions. The Trade Desk Conversions API lets you send first-party data server-side for better tracking, lower costs, and higher ROAS.

Mar 19

What are agentic workflows?

Find out what agentic workflows are and how they are shaping the future of business

Mar 18

Agentic AI in Marketing (You’re Using AI Wrong)

Find out how you should use agentic AI in your marketing.

Mar 13

How to set up the Amazon Conversions API?

This step-by-step guide shows how to use the Amazon Conversions API to future-proof attribution, increase match rates, and unlock smarter retail media bidding.

Mar 9

How to set up the Pinterest Conversions API?

Unlock better campaign performance and more accurate measurement by sending cookieless conversion events to the Pinterest Conversions API.

Mar 5

What is Agentic AI?

Stay ahead and future-proof your business by learning how agentic AI is transforming how we do business.

Mar 3

How to set up the Facebook Conversions API?

Unlock better campaign performance and more accurate measurement by sending cookieless conversion events to the Facebook Conversions API.

Feb 9

The Best AI Decisioning Platforms in 2025

Find out what the top marketing teams at major enterprise companies use for their AI Decisioning tool.

Feb 9

22 AI Marketing Tools You Need to Win in 2025

Find out what the top 22 AI marketing tools are that you need to know about in 2025

Feb 9

How to Set Up the Google Conversions API?

Boost ROAS and unlock advanced bidding by feeding cleaner, consented conversion data directly into Google Ads, no browser tracking required.

Feb 5

How to set up the Yahoo Conversions API?

Unlock better campaign performance and accurate measurement by sending cookieless conversion events to the Yahoo Conversions API.

Jan 8

What is AI Marketing: How to use AI in marketing

Learn how marketing teams are leveraging AI to improve their use cases and what new AI tools you should know about.

Dec 4

The top 9 AI marketing use cases

Discover practical AI marketing use cases like cross-sell promotions, dynamic ads, and churn prevention to drive growth and efficiency that will keep your business competitive.

Dec 2

The Best AI Decisioning Use Cases

Discover how AI Decisioning uses machine learning to deliver hyper-personalized customer experiences at scale—transforming how businesses drive engagement, retention, and revenue.

Oct 24

Free CDP RFP template: streamline your vendor evaluation

Building a tailored CDP RFP is key to choosing the right platform for your business. Use our free template and evaluation framework to focus on the most important features and values for your goals.

Oct 22

What Is A Retail Media Network?

Learn why companies are using a retailer’s retail media network as an effective way to reach new customers.

Oct 22

What is Retail Media?

Learn why companies are turning to retail media to monetize their first-party data and power advertising for brands.

Sep 2

What is AI decision making?

Find out how AI decision making can help you automate key decisions in your business to improve the outcomes you’re driving for.

Aug 22

What is a Demand-Side Platform?

Learn how to use DSPs to unlock programmatic bidding across any ad network.

Aug 8

What is a Data Management Platform?

Find out how a data management platform can help you target anonymous users on your website.

Jul 9

The ultimate guide to data modeling

Learn why data modeling underpins everything you do in your business and is essential for driving business outcomes.

Jun 25

The complete guide to marketing campaigns

Learn how you can use data to build highly personalized and targeted marketing campaigns that drive growth for your business.

May 24

The best Treasure Data alternatives and competitors

Discover the best alternatives and competitors to Treasure Data.

May 22

What is data collection?

Learn how data collection is important to power your analytics and business use cases.

May 21

What are lookalike audiences and how do they work?

Learn why lookalike audiences are so important and how you can use them to drive conversions and increase return on ad spend.

May 21

What is marketing analytics? (Everything you need to know)

Learn why marketing analytics is so important and how to use it to increase the ROI across your marketing channels.

May 16

The best ActionIQ alternatives and competitors

Discover the best alternatives and competitors to ActionIQ.

May 1

The Best mParticle alternatives and competitors

Discover the best alternatives and competitors to mParticle.

Apr 22

The best Adobe Real-Time CDP alternatives and competitors

Discover the best alternatives and competitors to Adobe Real-Time CDP.

Apr 18

The best Amperity alternatives and competitors

Discover the best alternatives and competitors to Amperity.

Apr 17

The best Salesforce Data Cloud alternatives and competitors

Discover the best alternatives and competitors to Salesforce Data Cloud.

Apr 9

What is audience segmentation? (use cases + tools)

Learn how audience segmentation can increase your conversions by being able to create relevant messaging.

Apr 1

Retargeting vs. remarketing: which one should you choose?

Learn how you can use retargeting and remarketing to convert potential customers and drive engagement with existing or dormant customers.

Mar 28

The best RudderStack alternatives and competitors

Discover the best alternatives and competitors to RudderStack.

Mar 18

What is product analytics?

Learn how to leverage product analytics to understand behavioral data to deliver personalized experiences to your customers.

Mar 18

CDP vs DMP: how are they different?

Learn the difference between CDPs and DMPs and how to use them to build and reach wider audiences for your marketing campaigns.

Mar 14

Three ways you can set up Facebook CAPI

Don’t let the death of the Pixel stop you from sending conversion events to Facebook. Learn the three methods you can use to set up and send data to Facebook CAPI.

Mar 6

The best Simon Data alternatives and competitors

Discover the best alternatives and competitors to Simon Data.

Feb 13

What is campaign analytics?

Learn how you can use campaign analytics to conduct experiments, measure campaign performance, and build personalized experiences for your customers.

Feb 13

What is web analytics? (Use cases + tools)

Learn how you can use web analytics to build personalized experiences for your users and increase conversions on your website.

Feb 13

What are data contracts & how do they work?

Master the art of Data Contracts to safeguard your data quality and improve the impact data has on your business.

Feb 12

What is a MarTech stack (and how to build one)?

Learn exactly what a MarTech stack is, how you can build one, and how it can bring efficiency to your business.

Feb 9

How to raise $1 Million (CEO explains startup funding)

Getting funding for a startup can be hard. What exactly do you need to raise money from investors? Tejas walks through what you need at each stage.

Jan 23

What is behavioral data? The complete guide

Learn everything you need about behavioral data and how to leverage it to predict customer behavior and deliver personalized experiences.

Jan 18

The best LiveRamp alternatives and competitors

Discover the top alternatives and competitors to LiveRamp.

Jan 8

What is LiveRamp?

Find out what LiveRamp is and how it can help with data onboarding and improve the reach of your advertising campaigns.

Jan 1

What is a TikTok Pixel?

Learn what a TikTok Pixel is and how you can implement it on your website to help track conversions.

Sep 25

What is clickstream data? (Tools + use cases)

Learn how to leverage clickstream to deliver better user experiences.

Sep 13

What is event tracking?

Learn everything you need about event tracking and how you can leverage it to optimize your marketing channels.

Aug 28

The top 5 identity resolution use cases

Five identity resolution use cases to supercharge your business.

Aug 9

The best identity resolution tools

What are the best options available on the market for identity resolution and where do they differentiate?

Aug 8

Customer 360 - what is it and why is it important?

The key to creating unified and actionable customer profiles.

Jul 18

What is an identity graph?

Identity graphs are a powerful tool to navigate the complexities of customer data in the digital age. Discover how identity graphs can empower your marketing efforts and unlock valuable customer insights.

Jul 7

What is Omnichannel marketing?

Create an excellent customer experience by using your customer data and omnichannel marketing.

Jun 13

How Amazon Redshift pricing works: everything you need to know

Learn everything there is to know about Redshift pricing so you understand your usage and costs.

Jun 9

What is AdTech? Best practices, tools, and use cases

Take a deep dive and understand exactly what AdTech is and it's different use cases.

May 22

What is data curation? (Examples and use cases)

Learn the 8-step data curation framework to ensure your data assets are of high quality, usable, and accessible across teams and organizations.

May 10

What is growth marketing? (Campaign examples and strategies)

Learn all about growth marketing and get inspired from some great examples of campaigns you should be using in your business.

May 1

The best Reverse ETL tools

Choose which Reverse ETL tool is the best for your use case with this detailed breakdown of the industry leaders.

May 1

The seven stages of data lifecycle management

Learn about each of the seven stages of data lifecycle management and how it can reduce costs and increase data quality.

Apr 13

The ultimate guide to lifecycle marketing

Find out how you can use lifecycle marketing to lead people through the customer journey, turning them into paying customer and retaining them.

Apr 9

How to leverage actionable insights

Learn how actionable insights you help you to turn your reports and dashboards into action that creates tangible results.

Apr 4

What is a customer data warehouse?

Find out what a customer data warehouse is and how it can turn insights into action.

Mar 22

What is Apache Airflow?

Find out what Airflow is and how it's used to orchestrate data pipelines.

Mar 3

What is an ETL pipeline?

Learn why an ETL pipeline is essential for data analytics and data activation.

Mar 2

What's the difference between a data warehouse and a database?

Learn the differences between a data warehouse and a database such as the different types of each and the use cases of each one.

Feb 27

What is data observability and how does it impact data teams?

Learn how data observability can produce better data products and reduce data downtime.

Feb 24

How do the 6 Snowflake data types work?

Learn about the 6 different data types that you can use in Snowflake.

Feb 21

What Is data discovery and how can it benefit you

Find out how you can leverage data discovery to build trust and create better data products.

Feb 9

The best modern data warehouse tools

Looking for the best modern data warehouse tools you should be using? Find out which ones in this article.

Feb 2

What are user segments (with real-life examples)

Find out what user segments are and how industry leaders are using them to increase conversions.

Jan 27

The five steps for data analysis

Learn why data analysis is so important and what the five steps for data analysis are.

Jan 24

What is first-party data

First-party data is a hot subject at the moment. Learn what first-party data is, why it's important, and find out some use cases you could use now.

Jan 20

Top 10 skills to learn as a data engineer

Data engineer is an in-demand job. Find out the top 10 skills you must know as a data engineer.

Jan 16

What is DuckDB

Find out all about DuckDB and how it can help you as a data analyst.

Jan 10

What is data taxonomy?

Find out what data taxonomy is and how it can benefit your data and your business.

Dec 22

What's new at Hightouch (Dec 2022)

2022 is nearly over. Check out all of the new integrations, features, and improvements we rolled out in December.

Dec 21

What is data replication

Find what data replication is, the benefits it can give your business, and the different types depending on the platform.

Dec 7

What is data automation

Learn how you can take advantage of data automation and how it can save you time and effort.

Dec 1

What's new at Hightouch (Nov 2022)

Learn about the new things that were released at Hightouch for November 2022

Nov 22

The ultimate guide to B2B SaaS metrics & how to calculate them

Find out what B2B SaaS metrics you should be measuring and how to calculate them.

Nov 15

How to calculate churn rate

Learn how you can calculate churn rate and revenue churn rate for your business.

Sep 30

What's new at Hightouch (September 2022)

Catch up on all the latest Hightouch features, platform enhancements, and integrations released in September 2022.

Sep 2

What's new at Hightouch (August 2022)

Catch up on all the latest Hightouch features, platform enhancements, and integrations released in August 2022.

Jul 8

What’s the difference between 1st vs 3rd party data?

Learn the different types of data and understand when to leverage each.

Jul 6

What are Google offline conversions?

Find out what Google offline conversions are and how you can upload them into Google Ads.