Both Hightouch and DinMo help marketing teams sync trusted customer data to downstream destinations like CRMs, email, and ad platforms, using warehouse-native activation, identity resolution, and event streaming. The difference is who each platform is built for at scale. Hightouch is a composable CDP and AI platform built for marketers, designed for fast self-serve activation without heavy SQL, while still giving data teams full governance in the warehouse. DinMo is a lightweight EU-centric platform focused on simpler marketing use cases, with more limited enterprise depth and destination coverage.
| Functionality | Hightouch | DinMo |
|---|---|---|
| Data Collection | Client-side, server-side, and 3rd-party sources | Server-side and 3rd-party sources |
| Data Storage | Your existing data infrastructure (warehouse, lake, or database), no data is stored in Hightouch | Your existing data infrastructure (warehouse, lake, or database) or DinMo-hosted warehouse |
| Journey Orchestration | Yes (warehouse-native, marketer-managed journeys) | No |
| Data Retention | Unlimited lookback and history | Unlimited lookback and history |
| Data Schema | Multiple ways to model data, including reusable traits and marketer-friendly workflows (SQL optional) | Modeling primarily via SQL or table editor |
| Audience Management | No-code audience builder that supports any warehouse data (offline + online), built for self-serve activation by marketers | No-code audience builder that supports warehouse data (offline + online) |
| Identity Resolution | No-code identity graphs in the warehouse with deterministic and probabilistic rules, flexible survivorship, and Golden Records output for activation | Deterministic and fuzzy matching with custom identifiers and audit outputs, Golden Records linked to Models |
| AI Capabilities | Predictive traits, AI Decisioning, smart suppression, and warehouse-native predictive scores that can power marketer-facing workflows | Predictive attributes and smart recommendations |
| Identity Graph Storage Location | Lives in your warehouse | Lives in your warehouse |
| Reverse ETL | Core sync engine with point-and-click setup, monitoring, retries, and workflow orchestration (designed to run without engineering babysitting) | Reverse ETL is not the core product, limited destinations and functionality |
| Real-Time Audience Computation | Sub-second incremental audience computation for real-time activation | Near real-time via Profiles API |
| Real-Time Streaming (Event Forwarding) | Yes | Yes |
| Low-Latency Profile API | Yes | Yes |
| Streaming Reverse ETL | Yes | No |
| Data Activation Flow | Warehouse to destination (no data stored in Hightouch) | Warehouse to destination (no data stored in DinMo) unless using DinMo hosting |
| Activation Destinations | 250+ | 39 |
| Source of Truth | Single: your warehouse | Single: your warehouse |
| Security & Compliance | Data stays in your infrastructure, can be configured for GDPR, CCPA, and HIPAA | Data stays in your infrastructure (SOC 2 Type II, GDPR, CCPA), no HIPAA |
| Pricing | Unbundled, individually priced features (no MTU billing) | Not publicly available |
| Proof of Concept (POC) | Less than 1 month (common for teams to go live in weeks) | Not publicly available |
Pros and Cons of Hightouch
Pros
Marketer-friendly point & click audience builder (SQL optional, supports any offline & online customer data in your warehouse)
Self-serve activation workflows with built-in guardrails, approvals, and collaboration features for working with data teams
Fast to implement, teams can go from warehouse data to live campaigns in weeks with minimal engineering involvement
AI Decisioning and predictive traits that help marketers optimize who to target, what to say, and when to activate across channels
Warehouse-native campaign analytics to experiment, measure, and iterate on audiences and activation performance
Advanced journey building functionality (warehouse-native, multi-channel orchestration)
Publicly available customer support metrics (99% CSAT Score)
Enterprise-ready security, compliance, and global multi-region coverage with strong data residency controls
Cons
Requires actionable customer data in a warehouse, data lake, or database (not a standalone data store)
Teams may need light data team involvement upfront to model core traits and identity rules before marketers fully self-serve
Pros and Cons of DinMo
Pros
A Composable CDP approach designed for marketers and business users
Data lives in the customer’s infrastructure
Flexible identity resolution
Strong EU data residency and GDPR compliance
Cons
Must have actionable data available in a data platform
The partner ecosystem and number of destinations are limited
No HIPAA compliance
No streaming Reverse ETL support
No journey building functionality
Limited geographic coverage outside the EU
Should I Buy Hightouch or DinMo?
When choosing between Hightouch and DinMo, both composable CDPs keep your data in your warehouse, but they’re built for different operating models. Hightouch is built for modern marketing organizations that want self-serve activation (without heavy SQL), plus tight collaboration and governance for data teams. DinMo is better suited to lightweight marketing use cases, particularly for EU-first teams with simpler activation needs.
The main areas where Hightouch stands out over DinMo are:
- Marketer self-serve + collaboration model: Hightouch is built for modern marketing organizations that want self-serve activation without heavy SQL, while still working closely with data teams for governance. Marketers can build audiences, launch journeys, and manage activation in a point-and-click UI, while data teams set guardrails like approved traits, identity rules, and warehouse models. DinMo is marketer-friendly too, but its workflows and enterprise governance controls are more limited as organizations scale.
- Reverse ETL power: Hightouch was purpose-built for Reverse ETL. It supports over 250 destinations, real-time streaming, and advanced workflow orchestration. DinMo treats Reverse ETL as an add-on, offering fewer destinations and no native streaming support.
- Identity resolution flexibility: Hightouch provides a full range of identity resolution methods (deterministic, probabilistic, and fuzzy matching), along with survivorship logic and Golden Record outputs. DinMo supports deterministic and fuzzy matching but lacks probabilistic or ML-driven resolution.
- Security and compliance depth: Hightouch can be configured for GDPR, CCPA, and HIPAA compliance, making it enterprise-ready across regulated industries. DinMo meets GDPR and SOC 2 requirements but does not support HIPAA.
- Real-time capabilities: Hightouch enables continuous streaming and event-based activation, allowing teams to trigger updates instantly. DinMo offers near real-time sync but lacks true live streaming.
- Journey orchestration (multi-channel, warehouse-native): Hightouch lets you build cross-channel paths triggered by any data in the warehouse (including offline), and preview outcomes with Journey Simulations before launch. DinMo offers no journey orchestration features.
- AI capabilities: Hightouch includes AI Decisioning and predictive traits that help marketers optimize audiences, content, channel, and timing at a 1:1 level using warehouse-native workflows. DinMo’s AI features are limited to predictive attributes and basic smart recommendations.
DinMo helps teams get started quickly, but Hightouch builds on that same speed and simplicity while giving teams the power to scale globally. Hightouch is a composable CDP and AI platform built for marketers, with real-time activation at its core. It’s designed to be easy for marketers and technical teams to use without heavy SQL or engineering support, while still delivering the security, governance, and reliability expected from top enterprise CDPs. And because it’s fast to implement and efficient to maintain, teams can move quickly without creating ongoing engineering overhead.
For teams seeking flexibility and enterprise-grade power without MTU-based pricing, Hightouch is built to grow with you. Book a demo to see how Hightouch can help you activate your data with confidence.
