Azure Synapse Customer Data Platform
Turn Azure Synapse into your customer data platform. Power personalization across all of your marketing channels directly from your source of truth.
Why Azure Synapse should be your CDP
90%1 of marketers say their traditional CDP does not do what they need, so why do they keep buying them?
Fast time to value
Don’t implement a separate technology — bring your CDP to your data and turn Azure Synapse into a marketing engine. Implement your first use case in weeks, not months.
Flexibility & security
Your data is unique, and you need a CDP that allows you to leverage all of your behavioral data, attributes, offline data, and custom data science models. All while keeping your data where it is most secure, in Azure Synapse.
Complete customer view
The most complete view of your customer already lives in Azure Synapse, so keep it there. Your CDP should act as an extension of your data infrastructure, not a separate entity that sits outside of your technology stack.
Turn Azure Synapse into your customer data platform
Don’t copy your data to an incompatible and less secure data silo. Turn your existing data into a CDP instead.
Leverage any data point in Azure Synapse – not just users, accounts, and events
Build and activate audiences directly from Azure Synapse
Integrate with your existing data infrastructure
Maintain control over your data and eliminate duplicate storage
A complete CDP for Azure Synapse
Composable CDPs are more secure
Hightouch doesn’t store your data. Instead, we simply read from Azure Synapse, where it stays safe and sound.
Power 1:1 personalization with AI Decisioning on Azure Synapse
Use AI agents to deliver unique and optimized experiences for every customer based on the rich data and ML insights in your data lakehouse.
Supported Azure Synapse capabilities
Hightouch supports all the nuanced things about Azure Synapse that you already know and love.
- Azure Private Link
- Apache Iceberg
- dbt integration
- Intelligent sampling
- Looker
- Tableau
- Sigma
Built for modern data teams
Version control with Gitallows you to manage pipelines using YAML files in a repo that syncs bidirectionally with Hightouch.
Integrate directly with dbtto import your models, publish exposures back to dbt, and trigger syncs as soon as dbt jobs finish.
Write logs back to Azure Synapsefor auditing or analysis, giving you full control and unlimited retention.
Step into the row-level debuggerto trace every operation that occurs during a sync, including API calls for each processed row.
Detect anomaliesand proactively receive alerts on sync throughput, data quality, destination errors, and other problems.
Build escalation flowswith custom alerts that loop in stakeholders and help resolve data incidents more quickly.
Azure Synapse CDP use cases
Lookalike audiences
Improve ROAS by building an audience of high-value customer profiles in Azure Synapse and uploading it to your ad platforms.
Retargeting
Build an audience of customer profiles to retarget high-propensity users and drive conversions.
Suppression
Improve ROAS by maintaining a global opt-out list of all your customers in Azure Synapse and suppressing existing customers on ad platforms.
Conversion APIs
Send conversion events from Azure Synapse to your ad platforms to train ad algorithms and optimize targeting with data on successful conversions.
Commerce media networks
Build your media network on Azure Synapse to create, activate, and monetize premium audiences across 50+ onsite & offsite channels for advertisers.
Attribution & measurement
Close the loop with attribution and incrementality testing in Azure Synapse to improve campaign performance and financial outcomes.
Data clean rooms
Push data from Azure Synapse to data clean rooms, syncing overlapping audiences to 250+ destinations for cross-brand and partner collaboration on 1st party data.
Omni-channel journeys
Use all of your customer data in Azure Synapse to build personalized and dynamic journeys for each individual user to create a cohesive, personalized customer experience across every touchpoint.
Winback campaigns
Build custom audiences of dormant customers in Azure Synapse to re-engage with targeted offers.
Cross-sell & upsell campaigns
Build audiences of existing, high-propensity customers to send to your marketing tools and retarget to maximize revenue and grow LTV.
Predictive campaigns
Use machine learning to predict behaviors and trigger proactive marketing interventions to drive business-specific outcomes (e.g., increasing LTV, reducing churn, etc.).
Loyalty programs
Build audiences using core metrics like spending habits, loyalty points, and predictive modeling to deliver personalized experiences to all loyalty members, maximizing LTV and incremental revenue.
Dynamic content personalization
Personalize app and web experiences based on individual user behavior to increase loyalty and conversions.
Sales
Enrich your CRM & sales tools with product usage data, behavioral data, & health scores from Azure Synapse to give your sales reps better visibility into critical account and lead data so they take action in real time.
Support
Enrich your support tools with product usage data, behavioral data, & ticketing data from Azure Synapse to help your support teams prioritize high-value customers and equip them with more context so they can resolve tickets faster.
Finance
Enrich your finance tools with core metrics like ARR, LTV, and additional product usage data from Azure Synapse to provide your finance teams with more accurate and reconciled financial data so they can make better decisions.
Product teams
Enrich your analytics tools with product usage data from Azure Synapse to enable your product teams to better understand what features and products are being used so they can optimize the customer experience.
Operations
Enrich your CRM, comms, and project management tools with product usage data, behavioral data, & health scores from Azure Synapse to give business teams a complete customer view in the tools they use daily.