| Audience | Marketers, analysts, and data teams who want to explore customer data, measure experiments, and track performance in Hightouch. |
| Prerequisites | Access to Customer Studio with at least one connected source. |
Learning objectives
After reading this article, you’ll understand:
- What Intelligence is and how it fits into the Customer Studio workflow
- Key features available in Intelligence
- When to use Intelligence versus other analytics tools
- How to access Intelligence in the Hightouch app
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 Splits and Split 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.
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. |
| Splits | Measure results of experiments between randomized groups. | Compare purchase rates between customers who received a discount and those who didn’t. |
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.
Access Intelligence
- Go to app.hightouch.com/analytics.
- Select Charts, Metrics, or Dashboards to begin your analysis.