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Compare Hightouch and Segment

Hightouch is a Composable CDP vs Segment which is a traditional CDP. Hightouch is ranked the #1 CDP on G2 for fastest implementation and highest ROI.

Hightouch
Segment

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 Segment 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.

However, the devil is in the details. The architecture of each are vastly different. Segment 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 Segment

FunctionalityHightouchSegment
Data Collection
Client-side, server-side, & other 3rd-party sources
Client-side, server-side, & other 3rd-party sources
Data Storage
Your existing data infrastructure (e.g., warehouse, data lake, or database)
Segment-managed infrastructure
Data Retention
Unlimited lookback & history
1-3 years
Data Schema Flexibility
Controlled by you (supports any custom entity or object)
Controlled by Segment (6 available structures)
Audience Management
No-code audience builder that supports experimentation, journeys, analytics, etc. using any data point in your warehouse
No-code audience builder that supports journeys & campaign orchestration
Identity Resolution
No-code tool to define exact or fuzzy-match rules to build owned identity graphs in your data warehouse
Out of the box model managed in Segment’s infrastructure
Identity Graph Ownership
Lives in your owned data warehouse
Owned by Segment
Real-Time
Event forwarding, Streaming Reverse ETL, & low-latency API
Event forwarding & low-latency API
Data Activation
Warehouse to destination (no data is stored in HT)
Segment data store to destination. Supports zero-copy architecture but not a core competency
Data Activation Destinations
200+
400+
Custom Destinations
Yes
Yes
Reverse ETL
Core sync engine that integrates with existing toolsets & workflows
Recently supported add-on feature, with limited features & destinations (not a core sync engine)
Source of Truth
Your owned data warehouse
Multiple: Segment & your owned data warehouse
Security & Compliance
Immediately GDPR & CCPA compliant. Able to sign BAA to be HIPAA compliant
Not immediately GDPR, CCPA, & HIPAA compliant
Pricing
Unbundled: individually priced features with no MTU billing
Dependent on monthly tracked users (MTUs) & feature add-ons
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
Proof of Concept
2-3 for SMB, 4-6 weeks for enterprise
NA

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 Segment

Pros

  • Simple & easy to use
  • Supports both client-side & server tracking
  • Many SDK options
  • Can sync events directly to downstream destinations
  • Supports testing & production environments

Cons

  • Long implementation
  • Expensive
  • Inflexible schema
  • Data is stored outside of your cloud infrastructure
  • You don’t own the identity graph

Should I buy Hightouch or Segment?

When deciding whether to invest in a Hightouch (a Composable CDP) or Segment (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 Segment are:

  1. Cost: Hightouch is typically 30-60% less expensive than Segment
  2. Implementation Time: With Hightouch you are live at the time of contract signature. With Segment, 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 Segment 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 Segment 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