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Compare mParticle and Treasure Data

mParticle is a traditional CDP that specializes in Mobile SDKs. Treasure Data is CDP that caters toward big data teams. Get a deep-dive on each tool below.

mParticle
Treasure Data

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.

mParticle and Treasure Data 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 mParticle and Treasure Data

FunctionalitymParticleTreasure Data
Data Collection
Client-side, server-side, & other 3rd-party sources
Client-side, server-side, & other 3rd-party sources
Data Storage
mParticle's managed infrastructure
Treasure Data's managed infrastructure
Data Retention
1-2 years (unlimited lookback can be purchased)
Variable
Data Schema
Controlled by mParticle (only supports users & events)
More flexible than most traditional CDPs, more difficult to set up than Composable CDPs
Audience Management
No-code audience builder (limited to data stored in mParticle)
Limited audience-building capabilities for non-technical users
Journey Orchestration
Yes
Yes
Identity Resolution
Deterministic IDR managed in mParticle's infrastructure
Deterministic IDR managed in Treasure Data's infrastructure
Identity Graph Storage Location
Owned by mParticle
Owned by Treasure Data
Reverse ETL
Warehouse data must be ingested into mParticle first.
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
mParticle to destination
Treasure Data to destination
Activation Destinations
200+
170+
Source of Truth
Multiple: mParticle & your owned data warehouse
Multiple: Treasure Data & your owned data warehouse
Security & Compliance
Data lives outside of your cloud 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)
1-3 months
4-6+ months

Pros and Cons of mParticle

Pros

  • Good with mobile apps
  • Marketer friendly UI
  • Acquisitions & new product offerings (Vidora for AI modeling & Indicative for audience analytics)

Cons

  • Inflexible data data model/schema (cannot support custom objects & entities)
  • Identity graph is owned mParticle
  • Long implementation & difficult setup process
  • Data is stored outside of your cloud infrastructure

Pros and Cons of Treasure Data

Pros

  • Data engineering & analytics functionality
  • AI/ML capabilities
  • Strong support for Japanese-specific brands/companies

Cons

  • Not marketer-friendly (built for data teams)
  • Architecture is built on legacy technology (Presto & Hive)
  • Requires substantial data engineering resources to implement & maintain
  • Identity graph is owned Treasure Data

Should I Buy mParticle or Treasure Data?

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 mParticle and Treasure Data?

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.

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Ecosystem Partner of the Year

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Best Estimated ROI

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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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