Hightouch and mParticle 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. mParticle 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 mParticle
| Functionality | Hightouch | mParticle |
|---|---|---|
| Data Activation | Data warehouse to destination | mParticle data store to destination |
| Data Activation Destinations | 200+ | 200+ |
| Custom Destinations | Yes | No |
| Audience Management | No-code audience builder, journey management, and analytics | No code-audience builder |
| Reverse ETL | Core competency. Built out with deep extensions into your existing workflows | Basic features supported. Not integrated to other mParticle features. |
| Real-Time | Event forwarding & low latency API | Event forwarding & low latency API |
| Data Schema Flexibility | Supports any custom entity or object (users, accounts, households, playlists, etc.) | Six industry-specific templates. Not flexible. |
| Data Storage | Data is stored in your existing cloud infrastructure | mParticle-managed infrastructure |
| Data Retention | Unlimited lookback & history | 1 week to 2 years |
| Source of Truth | Your owned data warehouse | Multiple: mParticle 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 | Two out-of-the-box models |
| Identity Graph Ownership | Lives in your owned data warehouse | Black-box resolution living in mParticle |
| 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 | Available for some use cases |
| 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 mParticle
Pros
- Simple & easy to use
- Good with mobile apps
- Supports event forwarding
- Many SDK options
- Strong documentation
Cons
- Long implementation
- Inflexible schema
- Data is stored in mParticle outside of your infrastructure
- Identity graph is owned by mParticle
- Data must conform to mParticle’s schema structure
Should I buy Hightouch or mParticle?
When deciding whether to invest in a Hightouch (a Composable CDP) or mParticle (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 mParticle are:
- Implementation Time: With Hightouch you are live at the time of contract signature. With mParticle, 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 mParticle 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 mParticle 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.
