Elevating Data Activation: The SingleStore and Hightouch Collaboration

Elevating Data Activation: The SingleStore and Hightouch Collaboration

In an era where data and AI are revolutionizing traditional business norms and processes, the capacity to skillfully utilize and activate data represents a game-changing advantage.

Today, we're excited to share a significant step forward in this realm. We are thrilled to announce a groundbreaking partnership between SingleStore, unified, distributed SQL database forfor  real-time analytics and Hightouch, the world's leading data activation platform. This collaboration is set to redefine the way businesses leverage their data, bringing a new level of efficiency and effectiveness to data activation.

This partnership is more than just a union of two innovative technology companies. It's a fusion of SingleStore's prowess in providing fast, scalable SQL-based analytics across diverse data sets, and Hightouch's expertise in making data actionable for business users in their everyday tools. Together, they are poised to transform the last mile of analytics, enabling businesses to unlock the full potential of their data and drive meaningful business outcomes.

what-is-data-activation-why-is-it-importantWhat Is Data Activation & Why Is It important?

Data activation is a term that has been gaining significant traction in the data analytics world. But what exactly does it mean? At its core, data activation is the process of unlocking the knowledge stored within your data warehouse and making it actionable for your business users with the tools they use every day.

In a big data era, organizations are accumulating vast amounts of information. However, this data often remains underutilized, locked away in data warehouses and accessible only to a handful of technical users who know how to write SQL. This is where data activation comes into play — bridging the gap between your data warehouse and your business users, enabling them to leverage the data directly and utilize everyday tools.

The importance of data activation cannot be overstated. It democratizes data access, empowering non-technical users to leverage data insights without the need to write SQL or depend on data teams for reports. This autonomy allows business users to make swift, real-time decisions — significantly enhancing the efficiency and effectiveness of business operations.

Moreover, data activation ties the efforts of data teams to tangible business outcomes. By synchronizing the data in your warehouse directly back into the tools used by your business users, it brings data professionals to the heart of the business. Furthermore, with data activation, sales, marketing, support and customer success teams can access relevant, accurate and real-time customer data. This access can dramatically improve the customer experience, as teams can provide personalized and timely interactions based on the most recent data.

the-partnership-what-it-means-for-customersThe Partnership: What It Means for Customers

The technology partnership between SingleStore and Hightouch represents a significant step forward for customers of both platforms. SingleStoreDB, a modern distributed relational database for cloud and on-premises applications, is now supported as a source within Hightouch, a data activation platform. This integration allows for seamless data syncing from SingleStore to various business applications like Salesforce, HubSpot, Marketo and 200 other integrations within Hightouch's catalog.

The integration is designed to free up valuable engineering time for data teams and deliver actionable data directly to business teams. It provides an end-to-end sync from a SingleStoreDB instance into a tool like HubSpot, with configurations for both source and destination. This means users can easily set up permissions for accessing and writing data.

A key feature of this integration is the ability to build models and syncs. Users can easily build models to define the data they want to activate, with options for both technical users who prefer SQL (or a data transformation tool like dbt) and less technical users who prefer a simple table selector or audience builder. A sync is essentially a way to determine how data from models should arrive at the downstream destination, including which columns should be mapped and how often the data should be refreshed.

The integration also allows for flexible data syncing options. Users can choose to insert new records, update existing records and more. They can also map columns from their SingleStoreDB instance to HubSpot fields. The system even suggests key mappings based on name similarity, although users can customize this to suit their specific needs.

Check out the following video to see how the integration works.

Key benefits of the integration include:

  1. Efficiency and time savings. The integration allows for seamless data syncing from SingleStoreDB to various business applications, freeing up valuable engineering time spent on integrations, ETL or pipelines. This allows data teams to focus on more strategic tasks, rather than manual data syncing.
  2. User-friendly interface. The process of building models and syncs is designed to be user friendly, catering to both technical users who prefer SQL and less technical users who prefer a simple table selector GUI. This makes the tool accessible to a wide range of users.
  3. Flexible data syncing options. Users have a variety of options for how data is synced. They can choose to insert new records, update existing records and more. They can also map columns from their SingleStore instance to fields in business applications, with the system suggesting key mappings based on name similarity.
  4. Customizable scheduling. The scheduling of the sync is flexible and can be customized to suit the user's needs. Users can manually trigger the sync, program it via API or set a recurring schedule. There are also extension-based trigger workflows for tools like dbt or Fivetran.
  5. Real-time observability. The integration provides real-time observability, allowing users to see individual rows being sent downstream — and the individual API request and response payloads for each row. This level of detail is invaluable for debugging and ensuring data workflows are operating optimally.


The SingleStore and Hightouch integration is a game changer in data management. It offers seamless data syncing, user-friendly interfaces, flexible options and real-time observability. This partnership not only enhances efficiency but also empowers businesses to leverage their data more effectively. It's a significant step forward in our data-driven world, demonstrating the power of innovative collaboration in technology.  Head over to SingleStore Connect and click on the “Get Started” button if you would like to learn more about our integration with Hightouch.