Highlights:
- Hightouch offers a customer data platform that simplifies the analysis of marketing data, including ad performance metrics.
- The company enhanced its product lineup with the addition of AI Decisioning.
Recently, a marketing software startup, Hightouch, secured USD 80 million in funding, bringing its valuation to USD 1.2 billion.
Sapphire Ventures led the Series C funding round, with participation from Bain Capital Ventures— which previously led Hightouch’s USD 38 million round—alongside Y Combinator and other institutional investors. The funding comes after a year in which the software company claims to have more than doubled its revenue.
Hightouch, officially known as Carry Technologies Inc., offers a customer data platform (CDP) designed to streamline the analysis of marketing data, including ad performance metrics. Many enterprises store this data in cloud data warehouses. Hightouch’s CDP operates directly within a company’s data warehouse, eliminating the need to transfer information to external infrastructure before analysis.
Hightouch enables businesses to consolidate scattered marketing records into structured datasets known as audiences. For instance, a company can generate an audience comprising customers who have made at least three purchases in the past year. This allows the advertising team to craft personalized offers specifically tailored to those users.
Businesses can integrate Hightouch’s CDP with their existing marketing systems. For example, an online retailer can leverage data from the platform to personalize search results on its e-commerce site. Additionally, Hightouch enables the customization of product catalogs, shopping recommendations, and other marketing materials.
In August, Hightouch broadened its product lineup with the launch of AI Decisioning. This tool allows marketers to upload promotional content, such as product ads, along with audience-specific variations. AI Decisioning then automatically selects the optimal promotion for each user and determines the best timing for its display.
The software also functions as an A/B testing tool, enabling companies to create multiple versions of a promotion and display them to different audiences. Hightouch states that AI Decisioning collects performance data from each variation to determine which one generates the highest sales.
Tejas Manohar, Co-founder and Chief Executive Officer said, “Instead of building rigid calendars and static journeys that are inherently impersonal, marketers can simply enter goals like ‘drive repeat purchases and subscriptions’ and let AI agents decide what to do next at a 1:1 level.”
Hightouch serves a customer base of over 600 companies, including Spotify Technology SA and GitLab Inc. The company plans to use the new funding to drive further adoption of its products by expanding its engineering, product, and go-to-market teams.