Markin + Hightouch integration
Your activation pipeline moves the rows Markin produces.
What is a Hightouch AI agent?
A Markin and Hightouch setup splits the work cleanly: Markin writes decision tables in the warehouse, Hightouch syncs them to every downstream tool with the retries and observability it already provides. No new delivery pipeline is introduced.
There is no reason to replace a working reverse ETL pipeline. Markin supplies the decision; Hightouch keeps doing the delivery, retries and observability it already does well.
What Markin reads
- Sync history and destination mappings
- Audience definitions already in use
What Markin writes back
- Warehouse decision tables that existing syncs pick up unchanged
How the connection works
| Pattern | What it means here |
|---|---|
| Attribute write-back | Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval. |
What can you ask Markin to do in Hightouch?
- How do I replace hand-built Hightouch audiences with decisions?
- Can Hightouch sync a next best action field?
- Do I need to replace reverse ETL to add a decision layer?
- How do I keep activation reversible when adding AI decisioning?
What Markin does in Hightouch
- 01Read sync definitions and destination field mappings.
- 02Read the audience definitions already in production.
- 03Write warehouse decision tables in the shape existing syncs expect.
- 04Add the reason and expiry columns so downstream tools can log them.
- 05Keep holdout membership in the same table to prevent leakage.
- 06Version decision tables so a sync can be rolled back cleanly.
- 07Leave retries, alerting and observability with Hightouch.
- 08Stop writing and the estate is exactly as it was before.
Scope of work
The growth work behind Hightouch
The list above is what Markin touches in Hightouch. A connector is only the surface. Below is the work itself: what an analyst, a lifecycle manager, a data scientist and an experimentation lead would do between them, running continuously against your own data.
Read the estate
Normally a data engineer, once, then never refreshed.
- Map every customer, account, subscription and plan in the systems you already run.
- Rebuild the revenue baseline from orders, payments, refunds and credits.
Find where revenue is leaking
Normally a quarterly analyst deep dive.
- Size every finding in revenue, not in percentage points.
- Watch ARPU by cohort, plan, market, channel and tenure for drift that clears noise.
Explain why
Normally a two-week investigation pulled off the roadmap.
- Rank drivers by how much of the movement each one accounts for.
- Check whether the same driver is present in comparable segments.
Write hypotheses worth funding
Normally a workshop, limited to the ideas in the room.
- Rank the portfolio by expected value, not by seniority.
- Drop hypotheses that a past experiment already answered.
Decide per customer
Normally segment rules refreshed when someone has time.
- Pick the channel, timing and incentive level, not only the message.
- Cap discount and margin exposure at the level finance agreed.
Execute in the tools you already run
Normally a ticket, then a slot in next month's calendar.
- Route offers, retention plays and save flows to the right surface.
- Open the work as a draft for approval where a human should sign off.
Prove it caused the revenue
Normally argued about, rarely measured.
- Report retention, ARPU, margin and contact pressure side by side.
- Detect and discount cannibalisation between competing actions.
Retire, govern and hand over
Normally nobody's job, so nothing is ever switched off.
- Re-test assumptions that decay, such as price sensitivity and seasonality.
- Log every read, decision and write with its reason for audit.
Hightouch questions
- How does Markin connect to Hightouch?
- Attribute write-back. Markin writes the decision onto the customer profile; your existing journeys read it as an entry condition. Latency is the platform's sync interval.
- What does Markin read from Hightouch?
- Sync history and destination mappings; Audience definitions already in use.
- What does Markin write back into Hightouch?
- Warehouse decision tables that existing syncs pick up unchanged
- Do we have to move our data to Markin?
- No. Markin reads from your warehouse, product events and operational systems in place, on your compute, under the access rules your data team already set. Nothing is copied into a separate customer base and there is no vendor-side profile store to migrate off later.
- Does Markin replace our engagement platform or CDP?
- No, and it should not. Your engagement platform keeps the channel, the templates, the deliverability and the governance. Your CDP keeps identity and consent. Markin adds the layer neither has: deciding which action deserves to exist for each customer, and proving it against a holdout.
- What if the system we use is not listed?
- The four activation patterns cover almost everything: attribute write-back, triggered event, decision API and direct surface rendering. Any system that exposes an API, accepts a table, or can read a warehouse column can receive decisions. New connectors are built during deployment, typically in days.