Marketers love talking about data — but few are actually using it.

In Step 1 of our Moments-Based Marketing series, we partnered with Nate Wardwell from Hightouch and Aoife O’Driscoll from WHOOP to show what it really takes to build a flexible, future-ready data foundation for intelligent, real-time marketing.

WHOOP, the 24/7 wearable health and fitness coach, showed how even data-rich brands can get stuck when access is limited and activation relies on engineering.  They redesigned their stack and went from relying on analysts to same-day activation through a composable data architecture built on Amplitude → Snowflake → Hightouch → Iterable. 

Their journey proves one thing:
You can’t personalize without complete, connected data.

Key Takeaways 

• Data is the heart of AI, but only if it moves.
  To make real-time marketing possible, data can’t sit idle. Your infrastructure must flow across systems and teams.

• Define your single source of truth.
  Everyone from marketing to engineering should operate from one unified understanding of customer data.

• Composable martech is the future.
  When you own your data, you control your agility. Future-proof your stack by connecting tools around your warehouse, not inside walled gardens.

• Connected data = connected experiences.
  WHOOP’s marketers now self-serve data, personalize journeys instantly, and collaborate faster, all without relying on engineering.
   

  

   

Replay & Resources

• 🎥 Watch the full replay to see how WHOOP re-architected their marketing for the age of AI.
• 🗳 Vote below in our quick poll and let us know your take!

Ready for Step 2? Let’s Make Marketing Adaptive.

Save your spot to see how leading brands are creating adaptive, moments-based marketing experiences that evolve with your customers, instantly!