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Compare Hightouch and ActionIQ

ActionIQ is a Traditional CDP. Hightouch a Composable CDP and is ranked the #1 CDP on G2 for fastest implementation and highest ROI.

Hightouch
ActionIQ

Your favorite companies use Hightouch to sync data securely at scale.Our customers

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.

Hightouch and ActionIQ both are tools 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, resolve identities, and sync data to 200+ tools. ActionIQ's focus is on "identity resolution" solutions.

However, the devil is in the details. The architecture of each are vastly different. ActionIQ is a “traditional CDP” while Hightouch is a warehouse-centric, “composable CDP”.

Composable CDP Architecture Diagram

Traditional CDP Architecture Diagram

This architectural difference leads to massive differences in cost, implementation time, and usability despite the fact both platforms allow you to do a similar thing at a high-level.

Compare Hightouch and ActionIQ

FunctionalityHightouchActionIQ
Data Activation
Data warehouse to destination
Data warehouse to destination or ActionIQ to destination
Data Activation Destinations
200+
200+
Custom Destinations
Yes
Yes
Audience Management
No-code audience builder, journey management, and analytics
No-code audience builder, journey management, and triggers
Reverse ETL
Core competency. Built out with deep extensions into your existing workflows
Basic features supported. Limited functionality for data teams.
Real-Time
Event forwarding & low latency API
Real-time triggers and low latency API supported
Data Schema Flexibility
Supports any custom entity or object (users, accounts, households, playlists, etc.)
Need to involve ActionIQ engineer to edit a schema.
Data Storage
Data is stored in your existing cloud infrastructure
ActionIQ owned or storage in your owned data warehouse
Data Retention
Unlimited lookback & history
Variable
Source of Truth
Your owned data warehouse
Multiple: ActionIQ and your owned data warehouse
Data Collection
Client-side, server-side, and other 3rd-party sources
Client-side, server-side, and other 3rd-party sources
Identity Resolution
Unify any & all of the customer or entity data in your warehouse
Three out-of-the-box models
Identity Graph Ownership
Lives in your owned data warehouse
Lives in ActionIQ
Security & Compliance
Immediately GDPR & CCPA compliant. Able to sign BAA to be HIPAA compliant
Not immediately GDPR, CCPA, and HIPAA compliant
Pricing
Unbundled: individually priced features with no MTU billing
Varying pricing structures
Proof of Concept
2-3 for SMB, 4-6 weeks for enterprise
Not available
Implementation
100% of customers are live with a production use case at the time of contract signature
Average 6-9 month implementation after contract signature

Pros and Cons of Hightouch

Pros

  • 10X faster implementation time
  • 30-60% lower vendor cost
  • No duplicative data storage
  • Can sync events directly to downstream destinations
  • Runs on your own existing data infrastructure

Cons

  • Newer player in the CDP market
  • Fewer customers
  • Must have existing data store

Pros and Cons of ActionIQ

Pros

  • Audience builder supports journeys and triggers
  • Integrates with some data warehouses
  • Supports real-time journeys and triggers
  • Audience builder is intuitive and easy to use
  • More flexible than other traditional CDPs

Cons

  • Documentation is only available to paying customers
  • Setting up each new integration requires you to submit a ticket or contact support
  • ActionIQ engineers must configure data models and schemas under the bundled approach
  • Migrating to hybrid and warehouse-only architectures can require significant engineering work
  • Your ID graph is owned by ActionIQ

Should I buy Hightouch or ActionIQ?

When deciding whether to invest in a Hightouch (a Composable CDP) or ActionIQ (a Traditional CDP), it's important to consider the unique needs of your business. Although a packaged Traditional CDP might appear simpler, Composable CDPs are more flexible and scalable.

The main areas Hightouch wins against ActionIQ are:

  1. Cost: Hightouch is typically 30-60% less expensive than ActionIQ
  2. Implementation Time: With Hightouch you are live at the time of contract signature. With ActionIQ, there is typically a 6-12 month implementation process after contract signature
  3. Flexibility: With Hightouch, you can use any data in your data warehouse vs ActionIQ where you can only use data that has been collected into your CDP
  4. Source of Truth: With Hightouch, your retain a single source of truth in your cloud data warehouse

While ActionIQ can be a decent option for companies looking to implement a more legacy solution, most data-focused companies are now adopting Composable CDPs, such as Hightouch, because they offer greater flexibility, security, time-to-value, and interoperability at a far lower cost. If you’re interested in learning more about the Composable CDP, book a demo with one of our solution architects today to see how we can help.

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.
Read the story

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."

Start syncing data in minutes

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

See all integrations
PostHog
Facebook Custom Audiences
PostgreSQL
Slack
Redis
Retention Science
Stripe
MongoDB
Salesforce Pardot (Sandbox)
HubSpot
Mailchimp
MinIO
NCR Advanced Marketing Solution
Salesforce (Sandbox)
Amazon Ads DSP and AMC
Zoho CRM
Gladly
Webflow

Activate your data in less than 5 minutes