Sync data from
Athena to X Ads (formerly Twitter Ads)
Connect your data from Athena to X Ads (formerly Twitter Ads) with Hightouch. No APIs, no months-long implementations, and no CSV files. Just your data synced forever.
Trusted by data teams at
Trusted by data teams at
Activate your data in 3 easy steps
Model your Athena data using any of these methods
dbt Model Selector
Sync directly with your dbt models saved in a git.
Looker
Query using looks. Hightouch turns your look into SQL and will pull from your source.
SQL Editor
Create and Edit SQL from your browser. Hightouch supports SQL native to Athena.
Table Selector
Select available tables and sheets from Athena and sync using existing views without having to write SQL.
Customer Studio
For less technical users, pass traits and audiences from Athena using our visual segmentation builder.
Why is it valuable to sync Athena data to X Ads (formerly Twitter Ads)?
Thanks to Athena, it's easier than ever to access your customer data, run complex queries, and segment your customers/users into various categories or audiences.
However, to target users and send conversion data to X Ads (formerly Twitter Ads), you need access to all of the unique behavioral data (e.g., last-login date, items in cart, pages viewed, etc.) and core business metrics like lifetime value, workspaces, subscriptions, annual recurring revenue, etc. that lives in Athena. You then need to be able to package this data to send to X Ads (formerly Twitter Ads) in the format expected. Plus, you want to do this in a real-time and automated way.
X Ads (formerly Twitter Ads) is only as good as the data you give them, and if you truly want to optimize your ad spend, increase your match rates, and drive conversions, you need to provide custom data from Athena within your warehouse.
Maybe you want to retarget users who abandoned their shopping cart in the last seven days, or upload a list of high-value customers to identify potential lookalike audiences, or perhaps you want to upload offline conversion events to reduce your customer acquisition costs and increase your return on ad spend.
Why should you use reverse ETL to connect Athena and X Ads (formerly Twitter Ads) data?
In the past, uploading customer data to X Ads (formerly Twitter Ads) meant hopping back and forth between your various SaaS applications or asking your data team for CSV files. Neither of these options is preferable because marketing teams want to self-serve, and data teams don't enjoy constantly fulfilling one-off marketing requests.
Even worse, if you truly want to optimize your advertising campaigns, you need to be uploading fresh data consistently. Non-fresh data can be expensive for ads. If you're using CSVs to define who to exclude from paid ads and you're uploading that data weekly, that's potentially one week of irrelevant ads. As a workaround, engineering teams will integrate directly with the X Ads (formerly Twitter Ads) API, and build and maintain custom in-house pipelines. The problem is that a single API change can break everything, and data engineers don't want to spend their time building and maintaining pipelines.
With Hightouch, you can leverage the existing data models and customer segments your engineering team has defined in your warehouse and sync that data directly to your ad platforms in real time. You can schedule your data syncs to run automatically, on a set cadence, or even for the exact duration of your marketing campaign. Hightouch lets your data teams establish the guardrails for your marketers to self-serve and build custom audiences through a drag-and-drop interface.
Upload lists to X to run ads based on certain attributes within your database, such as people who have visited your site
Create lookalike audiences on X using subsets of your users rather than all of them
Continuously fuel your X custom audiences with live data so that data never goes stale
About Athena
Amazon Athena is an interactive query service that makes it easy to analyze data in Amazon S3 using standard SQL. Athena is serverless, so there is no infrastructure to manage, and you pay only for the queries that you run.
Learn more about AthenaAbout X Ads (formerly Twitter Ads)
X Ads on Twitter offer various formats to reach audiences effectively.
Learn more about X Ads (formerly Twitter Ads)Other Athena Integrations
Other X Ads (formerly Twitter Ads) integrations
Hightouch Playbooks: Best practices to leverage reverse ETL
Read more about Hightouch
What is Operational Analytics & Why You Should Use It
Operational Analytics shifts the focus from simply understanding data to taking action on it in the tools that run business processes. Instead of using dashboards to make decisions, Operational Analytics is focused on turning insights into action – automatically.
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52%
increase in return on ad spend
20%
improvement in email engagement
60%
lift in customer acquisition