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Compare ActionIQ and Salesforce CDP

ActionIQ is a CDP with a hybrid architecture. Salesforce CDP is product that helps you build customer profiles. Get a deep-dive on each tool below.

ActionIQ
Salesforce CDP

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PetSmart.
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ActionIQ and Salesforce CDP 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 Salesforce CDP

FunctionalityActionIQSalesforce CDP
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)
Salesforce's managed infrastructure
Data Retention
Variable
Variable
Data Schema
Flexible but must involve an ActionIQ engineer to edit a schema.
Controlled by Salesforce (Standard 360 data model for all customers)
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 Salesforce)
Journey Orchestration
Yes
Yes (add-on product)
Identity Resolution
Deterministic IDR managed in ActionIQ's infrastructure
Deterministic IDR managed in Salesforce's infrastructure
Identity Graph Storage Location
Owned by ActionIQ
Owned by Salesforce
Reverse ETL
Basic features supported - limited functionality for data teams. (not a core sync engine)
Extremely limited (all data must be replicated to Salesforce first)
Real-Time Audience Computation
Yes (limited to clickstream/behavioral data with no time-based lookbacks)
Not supported (minimum sync cadence is 15 minutes to 1 hour)
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
Salesforce Data Cloud to destination
Activation Destinations
200+
Salesforce ecosystem (limited support for external destinations)
Source of Truth
Multiple: ActionIQ & your owned data warehouse
Multiple: Salesforce & 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: variable-based pricing (typically the most expensive CDP option)
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 Salesforce CDP

Pros

  • Strong integrations with the Salesforce ecosystem (Marketing Cloud, Service Cloud, CRM, etc.)
  • Access to Salesforce partner ecosystem & solutions experts
  • Ability to negotiate licenses for free products (Slack, Tableau, etc.)

Cons

  • Very expensive (lots of add-on products required)
  • Limited integration support for external tools & systems
  • Inflexible data data model/schema (cannot support custom objects & entities)
  • Long implementation time & difficult setup process
  • Data is stored outside of your cloud infrastructure

Should I Buy ActionIQ or Salesforce CDP?

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 Salesforce CDP?

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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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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