Hightouch vs Census
Hightouch and Census are both Reverse ETL platforms syncing data from warehouses to business tools. Hightouch excels with marketing-specific features like AI personalization and broad tool integration but faces reliability and pricing transparency issues. Census offers better reliability, real-time syncs, and clearer pricing tiers, making it strong for operational consistency across marketing, sales, and service teams.
At Gralio.ai we help to simplify your decision-making process by offering detailed, side-by-side software comparisons like this one, to help you confidently choose the tool that aligns with your business goals.
This comparison was created by analysing 698 reviews and 60 websites, saving 4 hours, 22 minutes of reading.
About
About
Summary
Summary
Relative strengths of Hightouch (compared to Census)
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Broader Marketing Tool Integration: Hightouch explicitly supports over 200 destinations, potentially offering wider connectivity for diverse marketing stacks compared to Census's focus on popular tools.
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Advanced Marketing Features: Hightouch provides unique marketing-focused capabilities like AI Decisioning for 1:1 personalization and Match Booster for improving ad effectiveness, which Census lacks explicit counterparts for.
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Stronger Growth & Momentum: Hightouch shows significantly positive website traffic and employee growth, suggesting market momentum and potentially faster innovation compared to Census's flat/negative growth metrics.
Relative weaknesses of Hightouch (compared to Census)
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Lower Reliability: User feedback indicates Hightouch suffers more from slow syncs and bugs (rated 'highly negative' for reliability) compared to Census (rated 'rather positive'), impacting operational dependability for businesses reliant on timely data.
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Lack of Real-Time Syncs: Census offers 'Live Syncs' for real-time data activation, while Hightouch lacks an equivalent explicit feature, potentially leading to data latency for time-sensitive use cases like immediate customer service responses.
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Less Pricing Transparency: Hightouch's pricing model is frequently cited as complex and difficult to understand (rated 'highly negative' for value/pricing), making it harder for value-conscious businesses to budget compared to Census's defined tiers (Free, Professional, Enterprise).
What companies are using Hightouch and Census?
What companies are using Hightouch and Census?
Who is using Hightouch and Census?
Who is using Hightouch and Census?
Who should use Hightouch VS. Census
Who should use Hightouch VS. Census
Hightouch helps marketing teams put their data warehouse information to work. We see it's great for connecting customer data to tools like email and ad platforms, making campaigns more personal and effective. Users often mention the easy setup and wide range of connections. It seems particularly helpful for marketers who want data access without needing deep technical skills, though some find the syncs can be slow at times.
Census seems ideal for data-savvy companies wanting to activate their data warehouse across different teams like sales and marketing. In our experience, it's particularly useful for getting customer data into everyday tools using Reverse ETL without heavy coding. While users praise its ease of setup and user-friendly interface, some find the pricing a bit high for the features offered. It shines when you need to sync data consistently from sources like Snowflake or BigQuery to apps like Salesforce or HubSpot.
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In our experience, Hightouch works best for medium-sized businesses and especially larger enterprises looking to leverage their data warehouses.
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We find Hightouch particularly shines in the Software, IT, Telecommunications, and Marketing/Advertising sectors where data activation is key.
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We find Census works best for medium (101-1000 employees) and especially large enterprise companies (1001+ employees) with established data teams.
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While Census serves businesses across various sectors, we've observed it's particularly strong within the Software, IT, and Telecommunications industries.
Hightouch and Census features
Supported Partially supported Not supported Type in the name of the feature or in your own words tell us what you need
Hightouch and Census features
- Reverse ETLSupported
Hightouch supports syncing warehouse data to SaaS applications using SQL.
SupportedCensus supports Reverse ETL and syncing data with SaaS applications using SQL.
- Composable Customer Data PlatformSupported
Hightouch is a composable CDP, offering marketers self-service access to unified customer data in a data warehouse, without coding.
SupportedCensus acts as a composable CDP by allowing marketers to access and use customer data in their warehouse without coding.
- Customer StudioSupported
Hightouch offers Customer Studio, a dedicated interface for building, managing, segmenting, and customizing target audiences.
SupportedCensus offers an Audience Hub for building and managing target audiences, enabling segmentation.
- CRM integrationSupported
Hightouch integrates with Salesforce to manage customer data and workflows.
SupportedCensus integrates with CRM systems like Salesforce.
- Data Source IntegrationSupported
Hightouch integrates with data warehouses and other platforms.
SupportedCensus integrates with various data warehouses like Postgres, MongoDB, Redshift, and Snowflake.
- ETL Process SupportPartially supported
Hightouch is designed for Reverse ETL, not traditional ETL, but integrates with ETL tools.
Not supportedCensus excels in reverse ETL, not traditional ETL.
Qualities
Qualities
- Value and Pricing Transparency-0.33Rather negative sentiment-0.5Rather negative sentiment
- Customer ServiceNo data+1Strongly positive sentiment
- Ease of Use+0.78Strongly positive sentiment+1Strongly positive sentiment
- Reliability and Performance+0.2Neutral sentiment+0.71Strongly positive sentiment
- Ease of Implementation+0.67Rather positive sentiment+0.82Strongly positive sentiment
Hightouch and Census Pricing
User sentiment
See full Pricing page
Hightouch and Census review insights
698 reviews analysed from
Hightouch and Census review insights
Users love
- Intuitive interface praised for ease of use and setup.
- Seamless integration with data warehouses like Snowflake.
- Wide range of destinations supported, expanding data activation options.
- Excellent and responsive customer support via Slack and other channels.
- Easy setup and configuration, allowing quick integration with data warehouses and business tools.
- User-friendly interface for non-technical users to manage data syncs.
- SQL-based models provide flexibility for data transformation before syncing.
- Automated syncs and email notifications for failures improve efficiency.
- Responsive and helpful customer support via Slack.
Users dislike
- Syncs can be slow, impacting workflows.
- Occasional bugs and unexpected errors require attention.
- Complex pricing model can be difficult to understand and estimate.
- Limited transformation capabilities within the tool itself.
- High pricing, especially considering the limited number of destination fields.
- Occasional sync failures and cryptic error messages can be difficult to troubleshoot.
- Limited transformation capabilities within the tool.
- Constant UI changes and feature renaming create confusion and outdated documentation.
- Inability to re-run multiple syncs simultaneously after fixing errors.
Hightouch and Census Ratings
Hightouch and Census Ratings
G24.6/5(360)
Glassdoor4.7/5(64)
- G24.5/5(338)
- Glassdoor4.9/5(15)
Company health
Company health
Employee growth
Web traffic
Financing
How do Hightouch's AI-powered features compare to Census's SQL-based transformations?
Which platform offers more reliable sync performance, Hightouch or Census?
What are the advantages of Hightouch?
What are the disadvantages of Hightouch?
Alternatives to Hightouch and Census
Michal has worked at startups for many years and writes about topics relating to software selection and IT management. As a former consultant for Bain, a business advisory company, he also knows how to understand needs of any business and find solutions to its problems.
Tymon is a seasoned CTO who loves finding the perfect tools for any task. He recently headed up the tech department at Batmaid, a well-known Swiss company, where he managed about 60 software purchases, including CX, HR, Payroll, Marketing automation and various developer tools.
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