Do we need Data Architecture in place before we can use this service?

For predictive audiences, value-based bidding and cross-channel suppression at scale, yes: the activation layer reads warehouse models. For basic customer match and suppression, a direct Shopify and Klaviyo integration is enough as an interim. We start on native platform tools and migrate to warehouse-driven activation as the data infrastructure matures.

What is reverse ETL, and how is it different from our existing integrations?

Traditional ETL moves data from platforms into the warehouse. Reverse ETL moves it back out, with warehouse logic applied. Hightouch and Census read SQL models from BigQuery or Snowflake and sync the results to Meta, Google, Klaviyo and Attentive. Audience logic lives in the warehouse: versioned, audited and applied consistently across every platform at once.

How do you measure whether audience activation is improving performance?

We compare the metric each change is meant to move, before and after: CPA for suppression, the lifetime value of newly acquired customers for value-based bidding, match rate for Customer Match. A monthly activation-impact report compares the 60 days either side of each change, and nothing is called a win until the number moves in the expected direction.

What happens to audience data if we stop working with you?

The warehouse and Hightouch or Census connectors are provisioned under your accounts. All audience logic is documented as SQL models in your warehouse. At offboarding, our access is revoked and you keep the full stack: warehouse models, connector configurations and audience sync history. The activation programme does not leave with the retainer.

Your warehouse becomes the smartest targeting signal you have.

We push customer match, predictive cohorts, suppression lists and value-based bidding signals from your warehouse into Meta, Google, TikTok, Klaviyo and Attentive on a regular schedule. We monitor match rates, and results show up on the same dashboard you already read.

WHAT WE SHIP

Customer match and audience sync

Hashed email and phone lists sync from your warehouse into every channel you run: Meta, Google, Klaviyo, TikTok and Attentive. Suppression and high-frequency segments update daily, broader cohorts weekly, so the warehouse becomes the source of truth, not the ad platform.

Predictive audience activation

We model high-value, churn-risk and next-purchase-ready segments in your warehouse, then push them to Meta and Google as custom audiences and lookalike seeds. Bidding runs on real customer behaviour, not just what a platform can see on its own.

Suppression list management

Customers who just bought drop out of acquisition campaigns fast, so we sync them as suppression lists across Meta, Google and TikTok. Without warehouse-driven suppression, paid media keeps re-targeting buyers and reported ROAS looks better than it is.

Identity resolution and match rate diagnostics

We match hashed identifiers to each platform's identity graph and monitor match rates regularly. When a platform drops below an acceptable threshold, we find the cause, whether it's data quality, hashing or platform coverage, and fix it.

Value-based bidding inputs

Warehouse LTV scores and predicted order values feed Google Ads and Meta as customer value signals. Platforms bid toward your highest-value future customers, not just the cheapest conversion in front of them.

Activation impact measured against a held-out control

Every activated segment, predictive cohorts, value-based bidding signals, suppression lists, gets tested against a matched control group before we call it a win. Match rate and sync frequency are inputs, not outcomes; the number that matters is the CAC or ROAS delta between the activated group and the control.

ACCOUNTABILITY

What changes when we run it.

Channels with live warehouse audience syncs

Audiences stay current without manual uploads

40%

Minimum customer match rate we hold platforms to

Below that, we fix the data before we spend

24h

Between suppression and audience refreshes

Lapsed buyers out, new prospects in, automatically

BIGQUERY · HIGHTOUCH · CENSUS · REVERSE ETL · CUSTOMER MATCHBIGQUERY · HIGHTOUCH · CENSUS · REVERSE ETL · CUSTOMER MATCHBIGQUERY · HIGHTOUCH · CENSUS · REVERSE ETL · CUSTOMER MATCHBIGQUERY · HIGHTOUCH · CENSUS · REVERSE ETL · CUSTOMER MATCHBIGQUERY · HIGHTOUCH · CENSUS · REVERSE ETL · CUSTOMER MATCHBIGQUERY · HIGHTOUCH · CENSUS · REVERSE ETL · CUSTOMER MATCH

PROOF

Brands proving what warehouse-driven activation can do.

Hero-SKU led, measurement honest

MCoBeauty

beauty

Acquisition and measurement rebuilt for a mass-prestige beauty brand

A mass-prestige beauty brand selling across DTC and major retail needed a sharper read on what was actually driving sales. The work centred on acquisition discipline, measurement rigour and creative built around hero SKUs.

View case study

A lifecycle programme rebuilt to earn its keep

Assembly Label

fashion

End-to-end customer retention overhaul.

A retention and measurement partnership refining the lifecycle programme and bringing online and retail into a clearer, shared view.

View case study

A real revenue channel

SIR.

fashion

Rebuilding retention into a real revenue channel.

A contemporary womenswear label needed a retention programme that recognised real customer behaviour across stores and online. We rebuilt the lifecycle stack, unified the data layer and turned repeat purchase into a measurable growth lever.

View case study

Multi-year omnichannel build

Salvos Stores

experience

Lifecycle and loyalty that turn op-shop customers into a known audience

A long-running partnership wiring point-of-sale into the lifecycle stack so a national charity-retail network can recognise, retain and reward shoppers across every store and inbox.

View case study

OBJECTIONS

Common questions.

These are the questions clients ask before signing. Honest answers below.

KEEP EXPLORING · ELEPHANT ROOM PLAYBOOK

Every service. One playbook.

Three pillars. One operating model. Pick your next move.

TALK TO THE TEAM

Talk to a strategist, not a salesperson.

A response within one business day.

50+brands

$750M+GMV

10+years