Hightouch Adds Message Impact Prediction Feature

US-based marketing and personalization platform Hightouch has added a feature called Smart Suppression to its 'AI Decisioning' product. The feature aims to predict which messages will strengthen customer relationships and which ones risk damaging them.

The 'AI Decisioning' lifecycle marketing solution was launched last year, and works by continuously experimenting with messaging, timing and channel decisions to optimize marketing to every customer. Hightouch acquired data profiling and modeling specialist HeadsUp in November 2023, and in February this year was valued at $1.2bn when it raised $80m in an initial series C round. Last month it opened an office in New York City.

Smart Suppression analyzes customer data from a client firm's data warehouse - including purchase history, engagement patterns and behavioral signals - to predict the incremental lift each message will generate. Marketers set suppression thresholds based on their goals, and the software filters out communications that risk negative feedback. The company says the tool differs from 'black-box' optimization solutions in that marketers maintain direct control over thresholds through the AI Decisioning interface.

Rishabh Anand (pictured), Product Lead for AI Decisioning explains: 'Decisioning agents are greedy. They're designed to maximize outcomes, and if you give them permission to send five times a week, they'll send five times a week. Smart Suppression ensures they focus that volume on messages that actually drive impact, not just fill quotas.'

Web site: www.hightouch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.