Azure Data Factory vs Hightouch comparison

Why PeerSpot?

Microsoft and Hightouch are both solutions in the Data Integration category. Microsoft is ranked #6 with an average rating of 8.0, while Hightouch is ranked #52 with an average rating of 7.0. Microsoft holds a 2.2% mindshare in DI, compared to Hightouch’s 0.4% mindshare. Additionally, 92% of Microsoft users are willing to recommend the solution, compared to 100% of Hightouch users who would recommend it.

Azure Data Factory

Read 97 Azure Data Factory reviews

16,078 Views
11,255 Comparison Views

92% willing to recommend

Hightouch

Read 5 Hightouch reviews

2,989 Views
1,076 Comparison Views

100% willing to recommend

Azure Data Factory

Hightouch

Comparison Buyer's Guide

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Executive Summary

We performed a comparison between Azure Data Factory and Hightouch based on real PeerSpot user reviews.

Find out in this report how the two Data Integration solutions compare in terms of features, pricing, service and support, easy of deployment, and ROI.

To learn more, read our detailed Azure Data Factory vs. Hightouch Report (Updated: November 2026).

Buyer's Guide

Azure Data Factory vs. Hightouch

November 2026

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Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

Azure Data Factory

Ranking in Data Integration

6th

Average Rating

8.0

Reviews Sentiment

6.7

Number of Reviews

Ranking in other categories

Cloud Data Warehouse (8th)

Hightouch

Ranking in Data Integration

52nd

Average Rating

7.2

Reviews Sentiment

5.0

Number of Reviews

Ranking in other categories

Customer Data Platforms (CDP) (4th), AI Customer Experience Personalization (19th)

Mindshare comparison

As of November 2026, in the Data Integration category, the mindshare of Azure Data Factory is 2.2%, down from 4.4% compared to the previous year. The mindshare of Hightouch is 0.4%, up from 0.4% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Data Integration Mindshare Distribution
Product	Mindshare (%)
Azure Data Factory	2.2%
Hightouch	0.4%
Other	97.4%

Data Integration

Featured Reviews

Kunal Das

Test Engineer at Happiest Minds Technologies

Drag-and-drop pipelines have saved days of work and now automate data movement and backfilling

If the AI features were more improved so that I don't have to provide each and every detail, Azure Data Factory could be improved in a much better way by improving the AI features. For example, if I want to fetch any data from a raw source, I need to provide each and every detail. But if I am just uploading my raw data and if AI will sync with that data, it can analyze that data and give me proper suggestions on how that should be done in a proper way. Automatic suggestions could improve in a much better way. As I have mentioned, the AI features as well as more drag-and-drop activities could be improved. If I am making a pipeline, it should give me suggestions, such as which activity should be used, so that I don't have to remember each activity. If I have used one activity, I shouldn't have to remember what activity should I use next. It should give auto-suggestions. That is why I have given a nine out of 10. Currently, I don't know about its governance and security, but in view of its improvement, I think Azure Data Factory should improve in these areas. As I already mentioned, the AI features should be improved. Also, the auto-suggestion features should also improve.

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reviewer2921991

Vp Of Data at a financial services firm with 201-500 employees

Centralized event tracking has improved product analytics and simplified data workflows

I think Hightouch as a platform has a lot to offer. It is primarily a CRM or reverse ETL type of offering with a lot of AI bells and whistles. However, it feels to me that the entire events offering is a bit of a second-class citizen in the suite of tools they offer. I say this because a lot of the documentation is out of date, and we hit a few random edge cases when using the events platform, which felt a little raw compared to other, more mature event platforms. I would say the improvement here would be for them to spend a little more time and attention on the platform itself, or provide a little more TLC, especially from the events perspective.

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Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"The features that I've found most valuable, in order: That it is a complete ETL Solution, the second one is interface, the third one workflow, and the fourth one ease of use."

"For me, it was that there are dedicated connectors for different targets or sources, different data sources. For example, there is direct connector to Salesforce, Oracle Service Cloud, etcetera, and that was really helpful."

"From what we have seen so far, the solution seems very stable."

"My only advice is that Azure Data Factory, particularly for data ingestion, is a good choice."

"One advantage of Azure Data Factory is that it's fast, unlike SSIS and other on-premise tools. It's also very convenient because it has multiple connectors. The availability of native connectors allows you to connect to several resources to analyze data streams."

"On the tool itself, we've never experienced any bugs or glitches. There haven't been crashes. Stability has been good."

"Microsoft supported us when we planned to provision Azure Data Factory over a private link. As a result, we received excellent support from Microsoft."

"If you have Azure as a cloud service and you want to perform ETL then Azure Data Factory is a product that I can recommend."

More Azure Data Factory pros

"Hightouch's best features include a simple and easy-to-navigate user interface, which means there is not much of a learning curve involved, simplifying the process of setting it up and selecting desired fields along with using the query editor."

"With campaigns like flat battery, for example, we have managed to save over six figures a year."

"We have had a positive impact from Hightouch, and one area where we had that impact is on the handling of customer data."

"There are definitely improvements in analytics quality because of the contracts they provide on the control plane, and there were also definite time savings."

"The feature that made the biggest difference day-to-day is Hightouch's ability to create normalized, performant data models, which could truly aid enterprises dealing with a variety of data systems."

Cons

"We have experienced some issues with the integration. This is an area that needs improvement."

"There is one particular problem with Azure Data Factory. When you have a parent-to-child relationship and the child has one more relationship, creating a hierarchy situation, there are issues."

"There should be a way that it can do switches, so if at any point in time I want to do some hybrid mode of making any data collections or ingestions, I can just click on a button."

"As far as customer service and support with Azure Data Factory, we are not always satisfied with the response time."

"Data Factory's performance during heavy data processing isn't great."

"There is a need for better data transformation, especially since many people are now depending on DataBricks more for connectivity and data integration."

"There is no built-in pipeline exit activity when encountering an error."

"It's essentially just a black box. There is some monitoring that can be done, but when something goes wrong, even simple fixes are difficult to troubleshoot."

More Azure Data Factory cons

"However, it feels to me that the entire events offering is a bit of a second-class citizen in the suite of tools they offer."

"Hightouch is a mature product, although it still needs to catch up with leading CDPs."

"Hightouch can be improved in a number of areas, but one of them is being on the applicability in small users and organizations."

"I still think it is a bit clunky in some areas and it can be improved further; it is not a perfect tool yet, but it definitely does as advertised."

Pricing and Cost Advice

"While I can't specify the actual cost, I believe it is reasonably priced and comparable to similar products."

"Pricing appears to be reasonable in my opinion."

"The solution's fees are based on a pay-per-minute use plus the amount of data required to process."

"ADF is cheaper compared to AWS."

"I rate the product price as six on a scale of one to ten, where one is low price and ten is high price."

"Our licensing fees are approximately 15,000 ($150 USD) per month."

"It's not particularly expensive."

"Product is priced at the market standard."

More Azure Data Factory pricing and cost advice

Information not available

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Top Industries

By visitors reading reviews

Manufacturing Company

11%

Financial Services Firm

10%

Outsourcing Company

Computer Software Company

Manufacturing Company

13%

Outsourcing Company

11%

Financial Services Firm

Construction Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

By reviewers
Company Size	Count
Small Business	31
Midsize Enterprise	21
Large Enterprise	64

By reviewers
Company Size	Count
Small Business	1
Midsize Enterprise	2
Large Enterprise	4

Questions from the Community

How do you select the right cloud ETL tool?

AWS Glue and Azure Data factory for ELT best performance cloud services.

See all answers

How does Azure Data Factory compare with Informatica PowerCenter?

Azure Data Factory is flexible, modular, and works well. In terms of cost, it is not too pricey. It offers the stability and reliability I am looking for, good scalability, and is easy to set up an...

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How does Azure Data Factory compare with Informatica Cloud Data Integration?

Azure Data Factory is a solid product offering many transformation functions; It has pre-load and post-load transformations, allowing users to apply transformations either in code by using Power Q...

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What needs improvement with Hightouch?

One way Hightouch can be improved is that you should be allowed to easily export data that goes through journeys. At the moment, there is no simple way to do that, so this is definitely a feature t...

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What is your primary use case for Hightouch?

My main use case for Hightouch is to facilitate our marketing campaigns, particularly our email campaigns.A specific example of how I use Hightouch for my marketing and email campaigns is that if w...

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What advice do you have for others considering Hightouch?

I rate Hightouch a 7 out of 10 because I think it has improved a lot in the past 18 months. They are always willing to add more features. I still think it is a bit clunky in some areas and it can b...

See all answers

Comparisons

Snowflake vs Azure Data Factory

Compared 4% of the time

Databricks vs Azure Data Factory

Compared 4% of the time

Informatica Intelligent Data Management Cloud (IDMC) vs Azure Data Factory

Compared 3% of the time

Palantir Foundry vs Azure Data Factory

Compared 3% of the time

SnapLogic vs Azure Data Factory

Compared 3% of the time

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Treasure Data vs Hightouch

Compared 15% of the time

Segment vs Hightouch

Compared 11% of the time

Census vs Hightouch

Compared 9% of the time

GrowthLoop vs Hightouch

Compared 8% of the time

Amperity vs Hightouch

Compared 8% of the time

More Hightouch Competitors

Product Reports

Buyer's Guide

Azure Data Factory

November 2026

Download Azure Data Factory product report

Buyer's Guide

Customer Data Platforms (CDP)

October 2026

Download Hightouch product report

Overview

Azure Data Factory efficiently manages and integrates data from various sources, enabling seamless movement and transformation across platforms. Its valuable features include seamless integration with Azure services, handling large data volumes, flexible transformation, user-friendly interface, extensive connectors, and scalability. Users have experienced improved team performance, workflow simplification, enhanced collaboration, streamlined processes, and boosted productivity.

Microsoft

Hightouch is a data activation platform that streamlines the process of operationalizing your data. It bridges the gap between data warehouses and business tools, making data synchronization seamless and efficient.

Hightouch enables organizations to unlock maximum value from their data, ensuring seamless data integration across various platforms. By leveraging existing data warehouses, Hightouch allows users to easily sync data to tools they already use. This minimizes data silos and maximizes efficiency. It offers robust support for business teams, allowing data activation without the need for engineering resources. With an intuitive interface and scalable architecture, it empowers users to automate workflows and ensure data integrity consistently.

What are the key features of Hightouch?

Data Sync: Transfers data seamlessly between data warehouses and SaaS tools.
No-Code Platform: Empowers non-technical users with a user-friendly interface.
SQL Editor: Offers advanced users the freedom to create custom queries.
Real-Time Updates: Provides continuous data flow for up-to-date insights.
Security: Ensures data compliance with strong security frameworks.

What benefits should users consider in reviews?

Improved Efficiency: Reduces time spent on manual data entry with automation.
Scalability: Adapts to growing datasets, supporting business expansion.
Data Consistency: Maintains uniformity across platforms, reducing errors.
Return on Investment: Increases value by reducing the need for redundant systems.

Hightouch finds applications across diverse industries, enhancing marketing, sales, and customer support functions. By integrating with CRM tools, it allows sales teams to target more accurately, while marketing teams benefit from real-time customer insights. Customer support benefits from enriched data for better service delivery.

Hightouch

Sample Customers

1. Adobe 2. BMW 3. Coca-Cola 4. General Electric 5. Johnson & Johnson 6. LinkedIn 7. Mastercard 8. Nestle 9. Pfizer 10. Samsung 11. Siemens 12. Toyota 13. Unilever 14. Verizon 15. Walmart 16. Accenture 17. American Express 18. AT&T 19. Bank of America 20. Cisco 21. Deloitte 22. ExxonMobil 23. Ford 24. General Motors 25. IBM 26. JPMorgan Chase 27. Microsoft (Azure Data Factory is developed by Microsoft) 28. Oracle 29. Procter & Gamble 30. Salesforce 31. Shell 32. Visa

Information Not Available

Buyer's Guide

Azure Data Factory vs. Hightouch

November 2026

Free Report: Azure Data Factory vs. Hightouch

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