What is Hightouch and how does it work?

Hightouch is a Composable Customer Data Platform (CDP) and data activation platform that syncs data from your data warehouse to over 250 business tools. Using Reverse ETL technology, it transforms your warehouse into the single source of truth, enabling teams to activate data without duplicating it in proprietary systems.

The platform operates directly on your existing data infrastructure, reading from warehouses like Snowflake, BigQuery, or Databricks, and pushing that data to operational tools across marketing, sales, finance, and customer success. With AI Decisioning capabilities, Hightouch delivers personalized experiences at scale, processing over 2.1 trillion records annually for 800+ customers.

Benefits of Integrating Hightouch with Abacum

• Sync customer segmentation and cohort data from your data warehouse directly into Abacum for revenue planning and unit economics analysis

• Automate the flow of marketing performance metrics, customer acquisition costs, and lifetime value calculations into financial models without manual CSV exports

• Connect product usage data with financial forecasts to predict churn, expansion revenue, and customer retention trends

• Enable finance teams to access the same customer definitions and metrics used by marketing and sales, ensuring consistent reporting across departments

• Leverage Hightouch's 250+ integrations to centralize operational data from CRM, marketing automation, and support tools into Abacum's planning environment

• Build dynamic financial models that update automatically as customer segments evolve, eliminating the lag between operational changes and financial planning

• Create unified dashboards combining customer analytics with financial KPIs for real-time business performance monitoring

• Empower FP&A teams to model scenarios based on actual customer behavior patterns rather than static assumptions