Hightouch and Simon Data 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. Simon Data is a “hybrid CDP” build exclusively for Snowflake users while Hightouch “composable CDP” supporting any data warehouse source.
There are additional architectural differences in how platforms collect, prepare, and activate data as well.
Compare Hightouch and Simon Data
| Functionality | Hightouch | Simon Data |
|---|---|---|
| Data Activation | Data warehouse to destination | Snowflake to destination |
| Data Activation Destinations | 200+ | 45+ |
| Custom Destinations | Yes | No |
| Audience Management | No-code audience builder, journey management, and analytics | No-code audience builder and journey management |
| Reverse ETL | Core competency. Built out with deep extensions into your existing workflows | Limited to Snowflake as a source |
| Real-Time | Event forwarding & low latency API | Low latency API for audiences and content |
| Data Schema Flexibility | Supports any custom entity or object (users, accounts, households, playlists, etc.) | Supports custom objects, but need to rebuild your data warehouse models |
| Data Storage | Data is stored in your existing cloud infrastructure | Data is stored within Snowflake |
| Data Retention | Unlimited lookback & history | Unlimited lookback & history |
| Source of Truth | Your owned data warehouse | Snowflake |
| 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 | SQL based rule sets |
| Identity Graph Ownership | Lives in your owned data warehouse | Owned by Simon Data |
| Security & Compliance | Immediately GDPR & CCPA compliant. Able to sign BAA to be HIPAA compliant | Data is duplicated into Simon Data so not immediately GDPR, CCPA, and HIPAA compliant |
| Pricing | Unbundled: individually priced features with no MTU billing | Variable |
| Proof of Concept | 2-3 for SMB, 4-6 weeks for enterprise | Use case dependent |
| Implementation | 100% of customers are live with a production use case at the time of contract signature | Use case dependent |
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 Simon Data
Pros
- Supports both client-side & server-side tracking
- No-code audience builder
- Supports flows, experimentation, journeys, and analytics
- Non-supported data sources can be ingested into Simon Data using Stitch ETL pipelines
- Built-in email service provider (ESP) via Simon Mail
- Some AI capabilities to build predictive data science models
Cons
- No event forwarding capabilities
- Only integrates with Snowflake
- Inflexible schema
- Limited number of destinations
- Identity resolution is outsourced via FullContact
- Identity graph is owned by Simon Data
Should I buy Hightouch or Simon Data?
When deciding whether to invest in a Hightouch (a Composable CDP) or Simon Data (a Hybrid CDP), it's important to consider the unique needs of your business.
It really comes down to how the tool will be adopted. Simon Data has proved to be more difficult to set up and be less accessible for marketers. Additional security requirements due to the fact Simon Data will store your data also slows down implmentation.
If you are looking for a tool that can be used across an organization to get data to all of your tools, Hightouch is a much more built out and flexible tool to do so.
