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”.
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
| Functionality | Hightouch | ActionIQ |
|---|---|---|
| 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
- 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:
- 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
- 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
- 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.
