Dreamdata partners with Hightouch to operationalise your revenue attribution data

We’re excited to announce our partnership with Hightouch, a leader in Operational Analytics and Reverse ETL. 

By tracking, cleaning and storing all revenue and customer data, Dreamdata turns B2B companies’ data warehouse into the reliable source of truth it was always meant to be. From this, B2Bs can safely run their attribution, analytics and BI modelling. But what if this data could also be used to power key business workflows?

Your business teams need this modelled data in the tools they live in day-to-day. That’s where Operational Analytics tools like Hightouch come in. Hightouch sends your modelled data from your warehouse to the tools that your business teams rely on, through a process called Reverse ETL. The combined power of Dreamdata and Hightouch bridges the gap between data and business teams to enable everyone to use modelled data however they need.

Let's take a deeper dive into Reverse ETL.

What is Reverse ETL?

“Reverse ETL is the process of copying data from a cloud data warehouse to operational systems of record, including but not limited to SaaS tools used for growth, marketing, sales and support.” - Tejas Manohar, CEO of Hightouch

Reverse ETL is necessary because your data warehouse — the centre of your data stack that serves your organization — has ironically become a data silo in itself. Without reverse ETL, your business’s core definitions, including attribution data from Dreamdata, only live in the warehouse. More on Dreamdata Reverse ETL here.

You are already building key definitions in SQL on top of your data warehouse, such as lifetime value, Product Qualified Leads (PQLs) and Marketing Qualified Leads (MQLs), propensity score, customer health, Annual/Monthly Recurring Revenue (ARR/MRR), funnel stages, and more. While you can easily create reports and visualizations using this data in BI tools or SQL, these insights are much more powerful if they drive the everyday operations of your business teams (across sales, marketing, finance, and more) in the tools they live in.

How can you use Hightouch and Dreamdata? 

Dreamdata provides a clean, unified customer profile in your warehouse. Using this modelled data with Hightouch, you can sync to tools like a CRM such as Salesforce or HubSpot, Marketing Tools like Marketo or Google Ads, and most other SaaS applications.

If you're a Dreamdata customer, adding Hightouch will allow you to activate your Dreamdata models and enrich the tools your business relies on. Here are some example use cases that our shared customers use:

• Improve top of the funnel awareness by creating segmented and personalized marketing campaigns in tools like ad platforms (ex: Google Ads), email tools (ex: Mailchimp) and marketing automation platforms (Pardot, Marketo, and Omnisend)

• Improve acquisition and pre-sale rep efficiency by enriching your CRM records (ex: Salesforce, HubSpot) for automation and providing full visibility of everything a prospect is doing on your site and application.

• Decrease churn by sending behavioral data to your Customer Success tools (ex: Gainsight) so your reps always know exactly what is going on with each account.

For the reverse, if you're a Hightouch customer, Dreamdata will collect, clean, and structure your data warehouse. That way, you can send data with Hightouch that you’re 100% confident in (without needing to write massive queries with dozens of joins).

For instance, say you want to extract an audience that contains only emails that visited the pricing page at least once in the last 7 days. A complicated SQL challenge right? Not with Dreamdata. With Dreamdata's modelled data, your query would look as simple as this:

SELECT
  email,
  MAX(timestamp) as last_visit
FROM
`dreamdata.dreamdata_io.events`
WHERE 
   email is not null
   AND event in ('page_view')
   AND url like '%/pricing%'
GROUP BY
  email
)
SELECT
  c.*, 
  last_visit
FROM
  `dreamdataio.hightouch.all_contacts` as c
INNER JOIN 
  pricing as p on p.email = c.email
WHERE
   c.opt_in_event is TRUE

Simpler queries empower your business users to self-serve and allow data teams to focus on more advanced insights. Everybody wins. 

Self serve your data, without engineering help

Hightouch is the only Reverse ETL provider that allows business team members to visually filter modeled data through an easy-to-use yet powerful UI. This provides a clear hand-off between data and business teams. Data teams own the modeling of data (using tools like Dreamdata) and then business teams own how that modeled data should appear in their tools. This visual filtering enables business teams to self-serve while still having the guardrails of modeled data, such as marketers defining audiences to target in lifecycle marketing or paid ad campaigns (without needing to know SQL). 

Read more about another Dreamdata integration here.

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See how Gorgias uses both Dreamdata and Hightouch to fire up their marketing efforts in this recent seminar 👇

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Hightouch lets your data warehouse power your CRM, marketing, and support tools. Reach out to Tejas Manohar to learn more.