| Audience | Platform admins, data teams, marketers, and analysts |
| Prerequisites | Customer Studio access, at least one connected source |
Intelligence gives marketers and analysts self-serve analytics inside the same workspace where they build audiences and run campaigns. Instead of switching between platforms, you can define shared metrics, build charts, measure experiments, and track results — all directly from your warehouse data.
This guide covers:
| Section | What you'll learn |
|---|---|
| Setup for platform admins and data teams | Connect your data and configure the schema so Intelligence can query users, events, and related models. |
| Day-to-day usage for marketers and analysts | Define metrics, build charts, organize them into dashboards, and measure experiments. |
Setup for platform admins and data teams
Before marketers can explore data in Intelligence, your workspace needs a connected source and a configured schema. This setup is typically done once per workspace.
| Step | What to do | Why |
|---|---|---|
| 1 | Connect a source | Intelligence queries warehouse data directly — it needs at least one connected source. |
| 2 | Define your data schema | The schema defines the parent model, events, and related models that power metrics and charts. |
| 3 | Add destinations (optional) | Connect destinations if your team will move from analysis to activation, such as syncing refined audiences after reviewing chart results. |
Intelligence shares the same schema and source configuration as Customer Studio. If your workspace already has a schema configured, marketers can start using Intelligence immediately.
How marketers and analysts use Intelligence
Once the schema is set up, you can use Intelligence to answer questions, track KPIs, and measure experiments without leaving Hightouch.
The core workflow is: define a metric, build a chart, save it, and optionally add it to a custom dashboard. If you're running a test, use Experiments to measure results.
Define metrics
Use metrics to standardize how your team measures performance. A metric defines a specific calculation — like conversion rate or revenue per user — that you can reuse across charts and dashboards.
| What to do | Why |
|---|---|
| Create a metric | Establish consistent KPI definitions so every chart and dashboard uses the same calculation. |
Build charts
Charts are the building blocks of Intelligence. Choose a chart type based on the question you're trying to answer.
| Chart type | When to use it |
|---|---|
| Insights | Analyze audience composition, breakdowns, and performance over time. |
| Funnels | Identify where users drop off across a sequence of events. |
| Experiments | Compare results between randomized test and control groups. |
See Charts overview for details on configuring, saving, and updating charts.
Save and reuse charts
After building a chart, save it so you can reference it later or add it to a dashboard. Saved charts become reusable building blocks — start with one chart tied to a core KPI or audience question, then build from there.
Create custom dashboards
Dashboards combine saved charts into a single monitoring view. Use them to track ongoing campaign performance, compare audience segments, or review experiment results over time.
| What to do | Why |
|---|---|
| Create a dashboard | Organize saved charts into a single view for monitoring and exploration. |
All charts in a dashboard must share the same parent model. Plan your chart strategy around this constraint when building dashboards.
Measure experiments
If you're running an A/B test or holdout group, use Experiments to measure whether a treatment worked.
| What to do | Why |
|---|---|
| Create audience experiments | Randomly divide an audience into test and control groups. |
| Measure with Experiments | Compare performance metrics between split groups to evaluate impact. |
Experiments require several prerequisites before results appear: - Audience snapshots must be enabled. - Split groups must be created. - At least one sync must run after split creation. - Post-snapshot event data must exist for measurement.
When to use Campaigns
The core Intelligence workflow — metrics, charts, dashboards, and experiments — covers most analytics use cases. Campaigns is a separate surface for campaign-specific reporting and attribution.
Use Campaigns when you need channel-level campaign reporting with attribution across Emails, Ads, and SMS. For everything else — audience exploration, funnel analysis, experiment measurement, and custom dashboards — use the core Intelligence features described above.
Additional setup for Campaigns
Campaigns requires a parent model with interaction models configured in your schema. A standard parent model with only event and related models is not enough — the Campaigns page will show a "configure a parent model" warning until this is done.
To set up your schema for Campaigns:
| Step | What to do | Why |
|---|---|---|
| 1 | Go to Customer Studio, then Schema and select your parent model. | Campaigns reads from the same schema as the rest of Customer Studio. |
| 2 | Add an event model as a relationship from the parent model, then set its Event type to a specific interaction type (for example, Email Delivered, Sessions, or SMS Sent) rather than leaving it as Generic. | Setting a specific event type converts the event model into an interaction model, which is what Campaigns requires. |
| 3 | (Optional) Relate the interaction model to an asset model that represents the campaign content — such as which email, ad, or SMS message was sent. | Asset models enable Campaigns to break down reporting by individual campaign content, not just by channel. |
The Campaigns page shows tabs for Emails, Ads, and SMS. Which tabs appear depends on which interaction types you've configured in your schema. For example, configuring an Email Delivered interaction model enables the Emails tab.
See Campaigns and Campaign schema for details.