Why the data warehouse is your most powerful marketing tool — Tejas Manohar // Hightouch

Tejas Manohar, Co-CEO at Hightouch, talks about the importance and benefits of data warehousing. Many marketing technology problems come down to the challenge of effectively activating data. However, many companies are starting to take a new approach to the issue by leveraging existing investments like their data warehouse to simplify the data activation process. Today, Tejas discusses the data warehouse and why it's your most powerful marketing tool.
About the speaker

Tejas Manohar

Hightouch

 - Hightouch

Tejas is the Co-CEO at Hightouch

Show Notes

  • 02:36
    Why a data warehouse is the most powerful tool in the marketing tech stack
    The data warehouse is the most powerful tool for marketers because it serves as a source of truth, allowing them to analyze and activate data freely. Cloud data warehouses like Snowflake, have made it easier than ever to dump large amounts of data into one centralized location.
  • 05:10
    The power of data literacy and accessibility for efficient decision making
    Data literacy and accessibility are critical skills for individuals in any role, as they allow for making informed and efficient decisions. Companies are increasingly emphasizing the importance of developing these technical skills to progress to the next level.
  • 07:23
    The importance of data literacy and reliable data for marketers
    Marketers don't necessarily need to learn SQL to be successful. What's more important is for them to have data literacy, understand how to use tools to analyze data, and have access to reliable data in the tools they already use.
  • 09:55
    Leveraging existing data for data activation with a composable CDP solution
    Companies are already investing in a data warehouse like Snowflake as a source of truth, so it makes the most sense to activate that. A composable CDP or solution like Hightouch that stands up a whole CDP solution on top of your data warehouse simplifies that process.
  • 12:06
    The future of technology in the data and martech space
    Marketers will need to prioritize solving specific business problems with the fastest path to ROI. As a result, more companies are turning to the lean and nimble approach of leveraging existing investments like a data warehouse to streamline data activation.

Quotes

  • "Over the last 10 years with the evolution of the cloud, most companies have been investing in a cloud data warehouse like Snowflake, Databricks, etc, as a sort of source of truth." -Tejas Manohar, Co-CEO, Hightouch

  • "Data literacy and data accessibility have become some of the most game changer skills for people in any role. That's why more companies are emphasizing, how are you leveraging data in your role?" -Tejas Manohar, Co-CEO, Hightouch

  • "I think a lot of problems in marketing come down to just the problem of data activation." -Tejas Manohar, Co-CEO, Hightouch

  • "I think more lean and nimble solutions are actually going to be the future of technology in the data and martech space." -Tejas Manohar, Co-CEO, Hightouch

About the speaker

Tejas Manohar

Hightouch

 - Hightouch

Tejas is the Co-CEO at Hightouch

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