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Compare ActionIQ and Amperity

ActionIQ is a CDP with a hybrid architecture. Amperity is a CDP with a focus on identity resolution. Get a deep-dive on each tool below.

ActionIQ
Amperity

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Spotify.
NBA.
PetSmart.
Weight Watchers.
Ramp.
Calendly.
GitLab.
Grammarly.
Spotify.
Betterment.
NBA.
PetSmart.
Tripadvisor.
GameStop.
Cars.com.
Weight Watchers.
Iterable.
Ramp.
Plaid.
Calendly.
GitLab.
Malwarebytes.
Greenhouse.
Grammarly.

ActionIQ and Amperity both are platforms that allow you to sync data to downstream marketing destinations like CRM tools, email tools, and advertising platforms. Both platforms have the functionality to collect events via an SDK, and functionality to resolve identities.

However, there are plenty of differences across feature sets, functionality, usability, and more. Below we take a deep-dive into both platforms to highlight the differences.

Compare ActionIQ and Amperity

FunctionalityActionIQAmperity
Data Collection
Client-side, server-side, & other 3rd-party sources
Client-side, server-side, & other 3rd-party sources
Data Storage
ActionIQ's managed infrastructure (less mature data warehouse option available)
Amperity's managed infrastructure
Data Retention
Variable
Variable
Data Schema
Flexible but must involve an ActionIQ engineer to edit a schema.
Controlled by Amperity (opinionated data models centered around user profiles)
Audience Management
No-code audience builder (offers some functionality to leverage data in your data warehouse)
No-code audience builder (limited to data stored in Amperity)
Journey Orchestration
Yes
Yes
Identity Resolution
Deterministic IDR managed in ActionIQ's infrastructure
Supports both probabilistic & ML algorithms in Amperity's managed infrastructure
Identity Graph Storage Location
Owned by ActionIQ
Owned by Amperity
Reverse ETL
Basic features supported - limited functionality for data teams. (not a core sync engine)
NA
Real-Time Audience Computation
Yes (limited to clickstream/behavioral data with no time-based lookbacks)
Yes (limited to clickstream/behavioral data with no time-based lookbacks)
Real-Time Streaming (Event Forwarding)
Yes
Yes
Low-Latency Profile API
Yes
Yes
Streaming Reverse ETL
No
No
Data Activation Flow
ActionIQ to destination or data warehouse to destination
Amperity to Destination
Activation Destinations
200+
70+
Source of Truth
Multiple: ActionIQ & your owned data warehouse
Multiple: Amperity & your owned data warehouse
Security & Compliance
Data can live in your infrastructure or ActionIQ managed-infrastructure (can be configured to be GDPR, CCPA, & HIPAA compliant)
Data lives outside of your cloud infrastructure (can be configured to be GDPR, CCPA, & HIPAA compliant)
Pricing
Bundled (variable-based pricing)
Bundled pricing: dependent on monthly tracked users (MTUs) & feature add-ons
Proof of Concept (POC)
4-6+ months
4-6+ months

Pros and Cons of ActionIQ

Pros

  • Integrates with some data warehouses
  • Audience builder is easy & intuitive to use
  • More flexible than traditional CDPs

Cons

  • Setting up new integrations requires you to submit support tickets
  • Migrating to hybrid or warehouse-only architectures requires significant engineering effort
  • Identity graph is owned by ActionIQ
  • Documenation is only available to paying customers

Pros and Cons of Amperity

Pros

  • Strong identity resolution offerings
  • Non-supported cloud sources can be ingested into Amperity via Fivetran ETL pipelines
  • Implementation support via solution architects

Cons

  • Not marketer-friendly
  • Long implementation time & difficult setup process
  • Pricing is based on MTUs
  • Limited number of activation destinations

Should I Buy ActionIQ or Amperity?

Before you purchase a customer data platform, there are a few important factors to consider:

  1. Time-to-value: You need to show ROI quickly to your internal stakeholders to validate that the platform can provide business value. Many customer data platforms can take upwards of 6-12 months to implement and get started.

  2. Usability: Tools like Segment and ActionIQ can come with steep learning curves that make them difficult to use, especially for non-technical marketing teams. It doesn't matter how good the technology is if your marketing team doesn't use it.

  3. Functionality: Before you purchase any tool you need to ensure that it has functionality to solve your business-specific use cases, and that means supporting your proprietary data. Your main goal should be to purchase a solution that actually solves the problem you're facing.

  4. Flexibility: Not every company is the same. Make sure the tool you're purchasing can dynamically adapt and conform to your data. Otherwise, you'll end with a failed implementation and an upset marketing team.

What's the Best Alternative to ActionIQ and Amperity?

Hightouch is a Composable Customer Data Platform that is the perfect alternative to both Segment and ActionIQ because the platform offers the following:

Fast Implementation: Hightouch enables you to start activating your data immediately. The average customer is powering live use cases within weeks and sometimes days.

Ease-of-Use: Hightouch was specifically built for non-technical users. The platform has an easy-to-use audience builder, built-in analytics, and experimentation and measurement capabilities your marketers can drive value and optimize performance without getting blocked by your data team.

Completeness: Hightouch offers a complete suite of capabilities to collect data, resolve identities, build audiences, sync data to any destination, and increase match rates. You won't end up with a bloated tech stack because you can select the functionalities you need for your specific use cases.

Flexibility: The Composable CDP approach that Hightouch provides allows you to have the most flexible data activation solution. Unlike traditional CDPs, Hightouch lets you access any data in your organization and use any schema structure imaginable to power your most complicated marketing use cases.

Our team of experts at Hightouch is comprised of former CDP experts, so if you have any questions about CDPs, schedule some time with a Hightouch expert so we can point you in the right direction.

200%
increase in engagement

"We’re syncing millions of records every single day to orchestrate personalized journeys for the 65+ million members in our loyalty program."

PetSmart.
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1 day
migration

"The beauty of Hightouch events is that the SDK is built in such a way that you can rip and replace Segment or any other event collection tool in minutes."

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Check out this 5 minute interactive demo to learn how you can sync customer data to any business tool.

Hightouch Audiences user interface.

Recognized as an industry leader
by industry leaders

G2

Reverse ETL Category Leader

Snowflake

Marketplace Partner of the Year

Gartner

Cool Vendor in Marketing Data & Analytics

Fivetran

Ecosystem Partner of the Year

G2

Best Estimated ROI

Snowflake

One to Watch for Activation & Measurement

G2

CDP Category Leader

G2

Easiest Setup & Fastest Implementation

Composable CDPs are more secure

Hightouch doesn’t store your data. Instead we simply read from your data warehouse where it stays safe and sound.

Sync data to 200+ tools

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PostHog
Facebook Custom Audiences
PostgreSQL
Slack
Redis
Retention Science
Adobe Target
Stripe
MongoDB
Salesforce Pardot (Sandbox)
HubSpot
Mailchimp
MariaDB
NCR Advanced Marketing Solution
Salesforce (Sandbox)
Amazon Ads DSP and AMC
Zoho CRM
Gladly

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