---
title: Markin + Hightouch
url: https://markin.ai/integrations/hightouch
category: CDPs and activation pipelines
description: Connect Markin to Hightouch: Markin writes decision tables in the warehouse and your existing syncs activate them to every downstream tool.
---

# Markin + Hightouch

> Your activation pipeline moves the rows Markin produces.

**Job:** Feed your existing syncs decisions instead of hand-written audiences.

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 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

- Read sync definitions and destination field mappings.
- Read the audience definitions already in production.
- Write warehouse decision tables in the shape existing syncs expect.
- Add the reason and expiry columns so downstream tools can log them.
- Keep holdout membership in the same table to prevent leakage.
- Version decision tables so a sync can be rolled back cleanly.
- Leave retries, alerting and observability with Hightouch.
- Stop writing and the estate is exactly as it was before.

## The growth work behind Hightouch

### Read the estate

- 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

- 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

- 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

- Rank the portfolio by expected value, not by seniority.
- Drop hypotheses that a past experiment already answered.

### Decide per customer

- 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

- 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

- Report retention, ARPU, margin and contact pressure side by side.
- Detect and discount cannibalisation between competing actions.

### Retire, govern and hand over

- Re-test assumptions that decay, such as price sensitivity and seasonality.
- Log every read, decision and write with its reason for audit.

Full catalogue: [Everything a growth team does, running every day.](https://markin.ai/growth-work)

## Activation patterns

- **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 Markin reads from Hightouch

- Sync history and destination mappings
- Audience definitions already in use

## What Markin writes back

- Warehouse decision tables that existing syncs pick up unchanged

## Used together with

- [snowflake](https://markin.ai/integrations/snowflake)
- [bigquery](https://markin.ai/integrations/bigquery)
- [braze](https://markin.ai/integrations/braze)
- [salesforce-marketing-cloud](https://markin.ai/integrations/salesforce-marketing-cloud)
- [klaviyo](https://markin.ai/integrations/klaviyo)
- [iterable](https://markin.ai/integrations/iterable)

## Related

- [Solution: next-best-action](https://markin.ai/solutions/next-best-action)
- [Comparison](https://markin.ai/compare/markin-and-hightouch)

## FAQ

**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.

Source: https://markin.ai/integrations/hightouch