Hightouch joins the MACH Alliance

I’m excited to share that Hightouch has been accepted into the MACH Alliance, a globally recognized authority that advocates for open technology ecosystems. MACH Alliance members have led their respective sectors towards “headless,” API-led, or composable architectures, so we’re honored to join this prestigious group of peers after a rigorous evaluation.

The MACH Alliance is founded on principles that closely align with how we’ve built Hightouch from day one, as we’ve helped our users adopt a Composable CDP that adapts to their existing data and tech infrastructure. Here’s how we align with each of the MACH principles:

• Composable: Technologies that are modular and interoperable with other parts of a company’s tech infrastructure, and that avoid all-in-one software suites. Hightouch’s product suite is entirely modular; our users adopt just the parts that add value to their business.
• Connected: Technologies that are interconnected with a broader ecosystem through APIs. Hightouch integrates with hundreds of marketing, sales, and operational tools.
• Incremental: Technologies that allow for iterative innovation and experimentation, rather than “big bang” vendor migrations. We help users deploy use case by use case, and test the incremental lift of each with native experimentation splits and analytics.
• Open: Technologies that are transparent and interoperable, and that don’t silo data in disparate systems. Hightouch helps our users access their data where it already lives—like a data warehouse or lakehouse—and connect that to their tooling ecosystem.
• Autonomous: Technologies that support automated processes. This is true of everything we do, but is dramatically illustrated with AI Decisioning, which lets marketers set goals and deploy AI agents to accomplish them by personalizing marketing to every single user.

None of this should surprise anyone familiar with us: We are fully invested in the vision of the world the MACH Alliance is creating. We’ve maintained this focus while building truly novel technologies like AI Decisioning, making sure that our users always have full control of their data, and can use it openly to power results across their entire marketing ecosystem.

Thanks to the MACH Alliance team for welcoming us!

-Tejas