| Audience | How you'll use this article |
|---|---|
| Marketing and analysts | Understand what Intelligence does and how to use it day-to-day to define metrics, build charts, create dashboards, and measure experiments. |
| Data teams | Understand the setup Intelligence requires and how it connects to the rest of the Hightouch platform. |
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
- What Intelligence is and what problems it solves
- How to access Intelligence
- Core features: metrics, charts, dashboards, and experiments
- How to get started, by role
- When to use Intelligence
- How Intelligence connects to other Hightouch products
Overview
Most marketing tools only show analytics for campaigns run on their platform. Business intelligence tools provide broader analysis but sit outside the campaign workflow. Intelligence brings analytics into the same workspace where teams build audiences, measure campaigns, and manage data.
Instead of switching between platforms or waiting for reports, you can define shared KPIs, build charts, measure experiments, and track results directly from your warehouse data. Because Intelligence runs on the same connected source and schema as Customer Studio, your charts, audiences, and syncs use the same source data and schema.
Access Intelligence
- Go to app.hightouch.com/analytics.
- Select Charts, Metrics, or Dashboards to begin.
Core features
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 so every team uses the same definition.
Build charts
Charts are the building blocks of Intelligence. Choose a chart type based on the question you're trying to answer:
- 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. After building a chart, save it so you can reference it later or add it to a dashboard.
Create 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.
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. Create audience experiments in Customer Studio to randomly divide an audience into test and control groups, then measure results with experiment charts in Intelligence.
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, and post-snapshot event data must exist for measurement.
Get started
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.
For data teams and platform admins
Complete these steps if your workspace doesn't already have a schema configured. 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. |
If your workspace already has a Customer Studio schema configured, skip directly to the marketer workflow below.
For marketers and analysts
Once the schema is set up, the core workflow is: define a metric, build a chart, save it, and optionally add it to a dashboard. Start by creating a metric for a core KPI your team tracks, then build an Insights chart to visualize it. From there, explore funnels for drop-off analysis, experiment charts for test measurement, and dashboards to organize everything into a monitoring view.
Additional setup for Campaigns
The core Intelligence workflow — metrics, charts, dashboards, and experiments — covers most analytics use cases. Campaigns is a separate surface for channel-level campaign reporting and attribution across Emails, Ads, and SMS. Campaigns requires interaction models configured in your schema. See Campaign schema for setup instructions.
When to use Intelligence
Intelligence is the right tool when you need to analyze, measure, or visualize data that's already in your warehouse. For activation and orchestration, use Customer Studio or AI Decisioning instead.
| Scenario | Recommended approach |
|---|---|
| Define shared KPIs and reuse them across charts and dashboards | Intelligence Metrics |
| Analyze audience composition, breakdowns, or trends over time | Intelligence Insights |
| Identify where users drop off in a conversion sequence | Intelligence Funnels |
| Measure A/B test or holdout group results | Intelligence Experiments |
| Track channel-level campaign reporting and attribution | Intelligence Campaigns |
| Build audiences and sync them to destinations | Customer Studio |
| Automate which message, channel, and timing each user receives | AI Decisioning |
How Intelligence fits into Hightouch
Intelligence is 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 aligned.
What Intelligence uses
- 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 in Customer Studio, 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 Intelligence sends
- 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 so teams can monitor campaign performance and customer trends in one place.
Permissions
Access to Intelligence is governed by Customer Studio schema and model permissions, plus the analytics entitlement for your workspace. There is no separate Intelligence role or grant tab. See Roles for Customer Studio grants.