Hightouch and Adobe CDP 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 downstream tools.
However, the devil is in the details. The architecture of each are vastly different. Adobe CDP 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 achieve similar functionality at a high-level.
Compare Hightouch and Adobe CDP
Functionality | Hightouch | Adobe CDP |
---|---|---|
Data Activation | Data warehouse to destination | Adobe CDP data store to destination |
Data Activation Destinations | 200+ | 25+ |
Custom Destinations | Yes | Yes |
Audience Management | No-code audience builder, journey management, and analytics | No-code audience builder. Limited to 250 syncs per destination. |
Reverse ETL | Core competency. Built out with deep extensions into your existing workflows | Not available |
Real-Time | Event forwarding & low latency API | Event forwarding & low latency API available. Real-time audiences can only use data from real-time events. If you use another trait the audience computes nightly |
Data Schema Flexibility | Supports any custom entity or object (users, accounts, households, playlists, etc.) | Rigid schema with three options |
Data Storage | Data is stored in your existing cloud infrastructure | Adobe-managed infrastructure |
Data Retention | Unlimited lookback & history | Variable |
Source of Truth | Your owned data warehouse | Multiple: Adobe 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 | Deterministic and probabilistic models available |
Identity Graph Ownership | Lives in your owned data warehouse | Owned by Adobe |
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 | Dependent on monthly tracked users (MTUs) & feature add-ons |
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 Adobe CDP
Pros
- Strong integrations with other Adobe products
- Flexible SDKs
- Segmentation builder has some basic AI capabilities
- IDR supports data clean room use cases through “Co-op graph”
Cons
- Only deployable within Adobe Experience Cloud
- Your data must conform to Adobe’s proprietary XDM schema
- Limited number of sources and destinations
- Data is stored in Adobe’s infrastructure
- Lots of add-on features needed to create a full CDP
- No Reverse ETL capabilities
Should I buy Hightouch or Adobe CDP?
When deciding whether to invest in a Hightouch (a Composable CDP) or Adobe CDP (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 Adobe CDP are:
- Implementation Time: With Hightouch you are live at the time of contract signature. With Adobe CDP, 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 Adobe CDP 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 Adobe CDP 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.