Despite your best efforts, data failures are inevitable at any organization working at scale. Maybe upstream data issues can delay campaign execution or cause audiences to be built on inaccurate information, directly impacting your ability to reach customers at the right moment. Whatever the cause, data errors can never be universally prevented.
Because we’re helping marketing teams deliver personalized customer experiences with Hightouch's CDP and agentic marketing platform, we provide native observability tools to help identify and alert users to anomalies and issues. That said, we’re big believers in a Composable data stack–where our users choose best-in-breed components for all of their data needs, whether they choose to double down on Hightouch features or augment them with other systems.
That’s why we partnered with Metaplane, which can help users better understand when data quality issues will impact their downstream customer touchpoints. Metaplane uses machine learning to identify data quality issues within your warehouse. Metaplane trains models with your data so that it can detect anomalies tailored to your specific data profiles. This can help you understand when any of your usual values, including those in your Hightouch audience segments and marketing campaigns, fall out of the expected ranges.
When Metaplane does detect an issue, it generates column-level lineage all the way from your warehouse to your downstream Hightouch destinations, so that your data teams can immediately understand which applications are impacted by any data incidents.
In this example, you can see how data flows from a Fivetran connector, into a warehouse accounts table, and then through Hightouch syncs into HubSpot, Salesforce, and Google Ads.
Kevin Hu, CEO of Metaplane, says: “With so many users adopting and benefiting from their Composable Customer Data Platforms, I’m so excited for our latest integration with Hightouch so that businesses can continue to tailor relevant customer journeys with accurate data”
“We’re proud to enable hundreds of companies, from startups to Fortune 100s, to put their data to use in all of their tools,” said Tejas Manohar, co-founder and co-CEO of Hightouch. “We take observability and error alerting seriously, and we’re thrilled to support this Metaplane integration to give companies another means to build trust and activate their data with confidence.”
You can read more about this on Metaplane’s site here.
Getting Started
If you’re a current Metaplane customer and don’t yet have access to Hightouch, you can schedule some time to meet with our team and activate your customer data within the day!
If you’d like to see this in action, Metaplane offers a free 14-day trial. If you’re a current Metaplane user, you can use this feature today- here’s a link to the setup docs!
