Data Cloud vs. Hightouch Composable CDP

Go beyond a basic composable Customer Data Platform. Organizations choose Data Cloud to unify and activate real time enterprise data — securely and bi-directionally — across Salesforce, data lakes, warehouses, and business applications. Keeping it current, consistent, and ready for AI agents, smarter insights, and faster decision making.

Feature Comparison

Data Cloud Hightouch
Connect to any data Native Salesforce Connectors Yes No
Zero Copy Bi-directional Yes No
250+ connectors (structured & unstructured) Yes No
Unstructured data ingestion (Sharepoint, Zendesk, Google Drive, email, PDF, video & audio files)Intelligent Document Processing Yes No
Intelligent Document Processing Yes No
Batch Ingestion Yes No
Streaming Ingestion Yes Limited
Real-time ingestion Yes Limited
Data Sharing (DW/DL, business apps & ad platforms) Yes Yes
Harmonize profiles Identity resolution Yes Yes
Real-time Customer profile updates Yes No
Real-Time Segmentation Yes No
Unified & Standardized Data Model Yes No
Data Prep & Transformations Yes No
Govern data with AI Policy Based Governance (ABAC, RBAC, Access Policies & Dynamic Data Masking Policies) Yes Limited
AI Tagging & Classification Yes No
Data Space Management Yes Yes
Data Encryption Yes Limited
Private Connect Yes Yes
Activate anywhere Agentforce Yes No
Data Cloud triggered flows Yes No
Segments Yes Yes
Insights & Predictive Models Yes Yes
Seamless C360 activation in the flow of work Yes No
AI capabilities BYOM (Amazon Sagemaker, Google Vertex, Databricks) Yes No
Generative AI Yes No
Agentforce / Agent customization Yes No
Prompt Builder Yes No
Out of the box Agents Yes No
Retrieval Augmented Generation / Atlas Reasoning Engine Yes No
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FAQs

Salesforce Data Cloud breaks down silos and lays the foundation for rich customer experiences by harmonizing and operationalizing data from a variety of data sources, including zero copy integrations with data warehouses and data lakes. Data Cloud offers a full view of the customer beyond and activates across sales, service, marketing and commerce for full customer engagement. Salesforce with Agentforce offers out-of-the-box and customizable agent experiences (with agent builder, prompt builder, support for unstructured & structured data, RAG, semantic search, BYOM, BYOLLM) in the flow of work.

Hightouch relies on a data warehouse or lake having all relevant customer data to get a comprehensive customer view. Hightouch also has limited data security & governance capabilities and relies on the external data platform for data governance. Hightouch offers limited ‘marketing-focused activations’ to marketing automation tools like Salesforce Marketing Cloud. Hightouch offers limited predictive AI capabilities with AI decisioning, which has significant dependencies on the data infrastructure and data flow within the data warehouse/lake to be effective.

The deep unification of Data Cloud within the Salesforce Platform offers the significant benefit of seamless data activation across all applications and workflows. This tight integration eliminates data silos, fostering a unified customer view that empowers real-time insights and actions. By streamlining workflows and enhancing AI capabilities across the platform, businesses can leverage a holistic understanding of their customers to deliver more personalized and effective experiences.

Salesforce Data Cloud does not have any integrations with Hightouch. However, Hightouch does work with other Salesforce products. For example, Hightouch can rely on Salesforce Marketing Cloud as the marketing automation platform for activating segments & audiences. Hightouch can also use data from Salesforce Sales & Service cloud to inform the customer profiles for its marketing activities.

Data Cloud offers zero copy integrations with most major data lakes or data warehouses that you may have invested in. Data Cloud is designed to work with the systems and enterprise apps you already have, like Snowflake, Databricks, AWS RedShift and Google BigQuery. Data Cloud can help unify and activate real-time enterprise data — securely and bi-directionally — across Salesforce, data lakes, warehouses, and business applications. Data is kept current, consistent, and ready for AI agents, smarter insights, and faster decision making.

Data Cloud does not replace the data lake or data warehouse you have already invested in. Data Cloud offers zero copy integrations with most data lakes or data warehouses including Snowflake, Databricks, AWS RedShift and Google BigQuery. Data Cloud overcomes the challenge of activating siloed enterprise data by using Zero Copy integrations. This eliminates duplication and delays, enabling real-time customer profiles, automated actions, personalized experiences, and smarter decisions at scale.

Hightouch has some flexibility within its business tier and is able to offer some of its capabilities (like reverse-ETL, ID resolution etc.) a la carte. Salesforce Data Cloud has a consumption based pricing model and also offers flexibility and optionality in terms of its credit consumption - for example, identity resolution can be optional within the Data Cloud credit consumption model.

Cost comparisons for Data Cloud and Hightouch are dependent on numerous factors and it is important to account for hidden costs & complexity when it comes to Hightouch’s composable architecture.

Hightouch is dependent on a data warehouse/lake for all its storage resources and compute resources leading to consumption costs on these data platforms. Additional costs for maintenance are required for updates to the individual components, integrations & version management,  compatibility. Not to mention the dependence on technically skilled data engineering teams.

In contrast, with Data Cloud, you only pay for what you use.