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Unify Your Customer Data and Supercharge Your Marketing Automation

Your customer data is scattered across website analytics, forms, and email platforms, creating data silos. This fragmentation makes it impossible to see the full customer journey, leading to generic marketing, ineffective automation, and ultimately, lower conversion rates for your lead generation business.

This playbook details how to build a 'composable CDP' using the Modern Data Warehouse Stack. By centralizing all your user data into Google BigQuery, you create a powerful single source of truth. Then, using Hightouch for Reverse ETL, you can model sophisticated customer segments and sync these precise audiences directly to Mailchimp, enabling hyper-personalized email campaigns based on a complete view of user behavior.

Expected Outcomes

  • A unified, 360-degree view of the entire customer journey, from anonymous visit to conversion.
  • Elimination of data silos by establishing BigQuery as the single source of truth.
  • Ability to run hyper-personalized email and ad campaigns tailored to specific user segments and funnel stages.
  • Significant improvement in lead nurturing effectiveness and higher marketing conversion rates.

Core Tools in This Stack

Hightouch

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Hightouch is a Data Activation platform that syncs data from a data warehouse directly into the business tools used by sales, marketing, and support teams. It enables companies to leverage their existing data infrastructure to power personalized customer experiences and operational workflows without building custom pipelines.

Key Features
  • Connects to all major data warehouses (Snowflake, BigQuery, Redshift, etc.)
  • Over 200 pre-built destination integrations (e.g., Salesforce, HubSpot, Facebook Ads)
  • Visual Audience Builder for non-technical users to create segments
  • SQL and dbt integration for data modeling
  • Real-time and scheduled data synchronization
  • Match Booster for AI-powered identity resolution
  • Live debugging, alerting, and monitoring for syncs
  • Customer 360 Toolkit to create unified customer profiles
Ideal For

Company Size: Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Other

Pricing

Model: Freemium, Subscription

Tier: Medium

Ease of Use

Moderate

Google BigQuery

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A serverless, highly scalable, and cost-effective multicloud data warehouse designed for business agility, allowing users to run analytics at petabyte-scale with zero infrastructure management.

Key Features
  • Serverless Architecture
  • BigQuery ML
  • BigQuery Omni
  • BigQuery BI Engine
  • Real-time Analytics
  • Connected Sheets
  • Geospatial Analysis
  • Built-in Security and Governance
Ideal For

Company Size: Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Health & Wellness, Education & Non-Profit

Pricing

Model: Free Tier, On-demand (Pay-as-you-go), Flat-rate Subscription

Tier: Usage-based

Ease of Use

Moderate

Mailchimp

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Mailchimp is an all-in-one marketing platform that helps small businesses and larger enterprises market smarter, not harder. It provides AI-powered tools to create and send engaging email campaigns, automate marketing tasks, manage audiences, and analyze campaign performance.

Key Features
  • Email Campaign Builder
  • Marketing Automation
  • Audience Management & Segmentation (CRM)
  • AI-powered Content Optimizer
  • Landing Page and Website Builder
  • A/B Testing
  • Advanced Reporting & Analytics
  • Extensive Integrations with other apps
Ideal For

Company Size: Micro, Small, Medium, Large

Industries: Technology & Software, Business & Professional Services, Retail & E-commerce, Creative & Media, Education & Non-Profit, Health & Wellness, Other

Pricing

Model: Free, Freemium, Subscription

Tier: Mid-tier

Ease of Use

User-Friendly

The Workflow

graph TD subgraph "Modern Data Warehouse Stack" direction LR N0["Hightouch"] N1["Google BigQuery"] N2["Mailchimp"] N1 -- "Selects customer segments with SQL" --> N0 N0 -- "Pushes data to create/update subscribers" --> N2 end classDef blue fill:#3498db,stroke:#2980b9,stroke-width:2px,color:#fff; classDef green fill:#2ecc71,stroke:#27ae60,stroke-width:2px,color:#fff; classDef orange fill:#f39c12,stroke:#d35400,stroke-width:2px,color:#fff; class N0 blue; class N1 blue; class N2 blue;

Integration Logic

  • Hightouch for Mailchimp

    This integration uses Hightouch as a reverse ETL platform to connect your Google BigQuery data warehouse with Mailchimp. You first define a data model in Hightouch using a SQL query that selects the specific customer segments and attributes you want to sync from a BigQuery table. Hightouch then connects to your Mailchimp account and maps the fields from your BigQuery model (e.g., email, first_name, last_name, custom attributes) to the corresponding fields in your Mailchimp Audience (e.g., Email Address, FNAME, LNAME, merge tags). On a recurring schedule or via a trigger, Hightouch pushes this data to Mailchimp, which either creates new subscribers, updates existing ones, or adds/removes them from specific segments or tags. This ensures your Mailchimp audience data is always a fresh and accurate reflection of your warehouse data.

Stop Guessing. Start Converting.

Purchase this playbook for a step-by-step guide to implementing the Modern Data Warehouse Stack. Get detailed configurations, SQL queries, and best practices to transform fragmented data into your most powerful marketing asset.