| Audience | Marketers, analysts, and data teams who want to explore customer data, measure experiments, and track performance in Hightouch. |
Intelligence gives you self-serve analytics inside your activation workflow. Explore audience composition, measure experiment results, and track campaign performance—all from the same warehouse data you use to build and sync audiences.
What you'll learn
After reading this article, you’ll understand:
- What Intelligence is and how it fits into the Customer Studio workflow
- How to access Intelligence in the Hightouch app
- Key features available in Intelligence
- How Intelligence connects to other Hightouch products
- When to use Intelligence versus other analytics tools
Overview
Intelligence is a set of analytics features that give you answers directly in your workflow.
Instead of switching between platforms or waiting for reports, you can check performance, measure experiments, and explore customer data—all while building audiences and campaigns in Hightouch.
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 Experiments and Experiment charts to compare results between groups.
- Monitor performance over time with Dashboards, which combine multiple charts into a single view to analyze trends, validate campaign logic, and track outcomes.
Because Intelligence runs directly on your connected warehouse data, you’re always working from the same, up-to-date source of truth used for segmentation and activation.
Access Intelligence
- Go to app.hightouch.com/analytics.
- Select Charts, Metrics, or Dashboards to begin your analysis.
Key features and examples
| Feature | What it does | Example use case |
|---|---|---|
| Metrics | Define and reuse performance metrics across teams. | Track “Conversion rate” consistently across every campaign so teams use the same calculation. |
| Charts | Build visualizations to track audience behavior and outcomes. | Compare purchases from loyalty members vs. non-members over the last 30 days. |
| Dashboards | Combine saved charts into a single, visual workspace to monitor performance. | Track engagement and conversions for an ongoing promotional campaign. |
Chart types
| Chart type | 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. |
| Experiments | Measure results of experiments between randomized groups. | Compare purchase rates between customers who received a discount and those who didn’t. |
How Intelligence fits into Hightouch
Intelligence sits at the measurement layer of the Hightouch platform. It reads from the same warehouse data that powers audiences and syncs, so your analytics and activation always stay in sync.
What flows in
- Audiences and traits from Customer Studio — Intelligence analyzes the audiences you build, using traits and event data already defined in your schema.
- Experiment groups from Experiments — When you create randomized test and control groups, Intelligence provides the charts to measure results.
- Warehouse data from your connected source — Metrics and charts query your warehouse directly, so any data available to Hightouch is available in Intelligence.
What flows out
- Insights that refine audiences — After reviewing chart results or funnel drop-offs, marketers can adjust audience logic or create new segments directly in Customer Studio.
- Dashboards for stakeholders — Combine charts into shareable dashboards that give teams a single view of campaign health and customer trends.
Value for marketers
Most marketing and advertising tools only show analytics for campaigns run on their platforms. Business Intelligence tools can provide broader analysis but sit outside the campaign workflow.
Hightouch Intelligence bridges that gap—bringing full-funnel analytics into the same workspace where marketers activate campaigns and data teams manage the source of truth.
With Intelligence, you can:
- Analyze in context – View performance and data insights while building or optimizing audiences and journeys.
- Measure across channels – Use consistent metric definitions for email, ads, and other touchpoints.
- Act on results immediately – Move from insight to activation without switching platforms.
- Monitor campaign health – Use Dashboards to track engagement, conversions, and lift over time.