Data management platforms for enterprise buyers
Asked as “data management platform for audiences”, and as “DMP”, on behalf of an enterprise B2B company. 53 first choices recorded across the direct, paraphrase, budget and scale prompts, fourteen models each.
Standing · first-choice share
40%
Contested · Adobe Real-Time CDP 13%
40Salesforce Data Cloud13Adobe Real-Time CDP06Adobe Audience Manager42others
40% of first choices, contested.
Since October 2026▲+19Since October 2026: 21% → 40%, +19 points. Past the 11-point floor: movement.Salesforce Data Cloud held the lead, +19 points on 21%, past the floor.
By buyer segment
The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.
Small business
Segment38%Contested▲+10Since October 2026: 28% → 38%, +10 points. Inside the 11-point floor: within noise.Standing →Mid-marketSegment36%Contested▼−1Since October 2026: 37% → 36%, −1 point. Inside the 11-point floor: within noise.Standing →Enterprise
Salesforce Data Cloud40%Contested▲+19Since October 2026: 21% → 40%, +19 points. Past the 11-point floor: movement.This page
Segment38%Contested▲+10Since October 2026: 28% → 38%, +10 points. Inside the 11-point floor: within noise.Standing →Mid-marketSegment36%Contested▼−1Since October 2026: 37% → 36%, −1 point. Inside the 11-point floor: within noise.Standing →EnterpriseSalesforce Data Cloud40%Contested▲+19Since October 2026: 21% → 40%, +19 points. Past the 11-point floor: movement.This pageThe standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all fourteen models, for an enterprise B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince October 2026
01Salesforce Data Cloud40%10%39endorsed leader▲+19Since October 2026: 21% → 40%, +19 points. Past the 11-point floor: movement.21% → 40%
Salesforce Data Cloud40%10%39endorsed leader▲+19Since October 2026: 21% → 40%, +19 points. Past the 11-point floor: movement.21% → 40%02
Adobe Real-Time CDP13%19%31accepted challenger▼−4Since October 2026: 17% → 13%, −4 points. Inside the 11-point floor: within noise.17% → 13%
Adobe Real-Time CDP13%19%31accepted challenger▼−4Since October 2026: 17% → 13%, −4 points. Inside the 11-point floor: within noise.17% → 13%03
Adobe Audience Manager6%52%21criticized challenger▲+3Since October 2026: 3% → 6%, +3 points. Inside the 11-point floor: within noise.3% → 6%
Adobe Audience Manager6%52%21criticized challenger▲+3Since October 2026: 3% → 6%, +3 points. Inside the 11-point floor: within noise.3% → 6%04
Hightouch4%0%19accepted challenger▼−5Since October 2026: 9% → 4%, −5 points. Inside the 11-point floor: within noise.9% → 4%
Hightouch4%0%19accepted challenger▼−5Since October 2026: 9% → 4%, −5 points. Inside the 11-point floor: within noise.9% → 4%05
Informatica Intelligent Data Management Cloud2%20%25accepted challenger▼−3Since October 2026: 5% → 2%, −3 points. Inside the 11-point floor: within noise.5% → 2%
Informatica Intelligent Data Management Cloud2%20%25accepted challenger▼−3Since October 2026: 5% → 2%, −3 points. Inside the 11-point floor: within noise.5% → 2%06
Microsoft Purview2%7%14accepted challenger=heldSince October 2026: 2% → 2%, ±0 points. Inside the 11-point floor: within noise.2% → 2%
Microsoft Purview2%7%14accepted challenger=heldSince October 2026: 2% → 2%, ±0 points. Inside the 11-point floor: within noise.2% → 2%07
Tealium Customer Data Hub2%15%20accepted challenger▼−5Since October 2026: 7% → 2%, −5 points. Inside the 11-point floor: within noise.7% → 2%
Tealium Customer Data Hub2%15%20accepted challenger▼−5Since October 2026: 7% → 2%, −5 points. Inside the 11-point floor: within noise.7% → 2%08Segment2%21%19accepted challenger=heldSince October 2026: 2% → 2%, ±0 points. Inside the 11-point floor: within noise.2% → 2%
Segment2%21%19accepted challenger=heldSince October 2026: 2% → 2%, ±0 points. Inside the 11-point floor: within noise.2% → 2%09
mParticle2%10%10accepted challenger▲+2Since October 2026: 0% → 2%, +2 points. Inside the 11-point floor: within noise.0% → 2%
mParticle2%10%10accepted challenger▲+2Since October 2026: 0% → 2%, +2 points. Inside the 11-point floor: within noise.0% → 2%10
Salesforce Audience Studio2%80%10criticized challenger=heldSince October 2026: 2% → 2%, ±0 points. Inside the 11-point floor: within noise.2% → 2%
Salesforce Audience Studio2%80%10criticized challenger=heldSince October 2026: 2% → 2%, ±0 points. Inside the 11-point floor: within noise.2% → 2%Show the six products at 0%, ordered by negative rate
16
Oracle BlueKai0%69%16criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Oracle BlueKai0%69%16criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%15
Lotame Spherical0%30%10criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Lotame Spherical0%30%10criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%12
Snowflake0%14%22accepted challenger▼−2Since October 2026: 2% → 0%, −2 points. Inside the 11-point floor: within noise.2% → 0%
Snowflake0%14%22accepted challenger▼−2Since October 2026: 2% → 0%, −2 points. Inside the 11-point floor: within noise.2% → 0%13
Collibra0%12%16accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Collibra0%12%16accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%11
Databricks Lakehouse0%5%21accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Databricks Lakehouse0%5%21accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%14
Profisee0%0%12accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Profisee0%0%12accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%The floor is 11 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one can't be told apart from repeat variation, and both are shown. Each index measures its own floor from its own repeat, over its own categories, so the floor differs from one index to the next. Both editions asked the same fourteen models. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
For buyers
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not enterprise.
All twenty-eight head-to-head pages: the top eight products, each against each
Segment vs BlueConicSegment vs Salesforce Audience StudioSegment vs Salesforce Data CloudSegment vs Oracle BlueKaiRudderStack vs HightouchRudderStack vs Adobe Audience ManagerRudderStack vs BlueConicRudderStack vs Salesforce Audience StudioRudderStack vs Salesforce Data CloudRudderStack vs Oracle BlueKaiHightouch vs Adobe Audience ManagerHightouch vs BlueConicHightouch vs Salesforce Audience StudioHightouch vs Salesforce Data CloudHightouch vs Oracle BlueKaiAdobe Audience Manager vs BlueConicAdobe Audience Manager vs Salesforce Audience StudioAdobe Audience Manager vs Salesforce Data CloudAdobe Audience Manager vs Oracle BlueKaiBlueConic vs Salesforce Audience StudioBlueConic vs Salesforce Data CloudBlueConic vs Oracle BlueKaiSalesforce Audience Studio vs Salesforce Data CloudSalesforce Audience Studio vs Oracle BlueKaiSalesforce Data Cloud vs Oracle BlueKai
Recommended versus criticized
Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.
Criticized challengerCriticized default
Negative label rate →
01020304050607080910111213141516Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative50%
Key
01Salesforce Data Cloud40%
Salesforce Data Cloud40%02Adobe Real-Time CDP13%
Adobe Real-Time CDP13%03Adobe Audience Manager6%
Adobe Audience Manager6%04Hightouch4%
Hightouch4%05Informatica Intelligent Data Management Cloud2%
Informatica Intelligent Data Management Cloud2%06Microsoft Purview2%
Microsoft Purview2%07Tealium Customer Data Hub2%
Tealium Customer Data Hub2%08Segment2%
Segment2%09mParticle2%
mParticle2%10Salesforce Audience Studio2%
Salesforce Audience Studio2%11Databricks Lakehouse0%
Databricks Lakehouse0%12Snowflake0%
Snowflake0%13Collibra0%
Collibra0%14Profisee0%
Profisee0%15Lotame Spherical0%
Lotame Spherical0%16Oracle BlueKai0%
Oracle BlueKai0%What they warned about
Four of fourteen models held their first choice under the paraphrase. Claude Haiku 4.5, GPT-5.4 mini, Gemini 3.5 Flash, Perplexity Sonar, Grok 4.20, DeepSeek V4 Flash, Llama 4 Maverick, Qwen 3.7 Flash, GLM 4.7 FlashX and GPT-6 Luna changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Oracle BlueKai69%
11 of 16 labels negative · 8 of 14 models · 10 hard negative
“Oracle BlueKai and Adobe Real-Time CDP are mentioned as platforms to be cautious about, with Oracle BlueKai having a high negative share” Llama 4 Maverick, negative prompt
Salesforce Audience Studio80%
8 of 10 labels negative · 6 of 14 models · 7 hard negative
“this offering has been wound down. Enterprises relying on legacy data integration patterns tied to these specific tools must migrate immediately” Qwen 3.7 Flash, negative prompt
Adobe Audience Manager52%
11 of 21 labels negative · 6 of 14 models · 6 hard negative
“Avoid traditional DMPs (Adobe Audience Manager, legacy Oracle BlueKai) for new B2B implementations” Kimi K2, direct prompt
Adobe Real-Time CDP19%
6 of 31 labels negative · 6 of 14 models · 1 hard negative
“Adobe Real-Time CDP being labeled as "opaque usage-based" and having a low share” Llama 4 Maverick, negative prompt
What they cite
Fourteen of the fourteen models returned a source list in this edition: five return the pages they cited and nine the search results they consulted.
Sites the answers cite
80 of 84 answers in this category came back with a source list, from 14 of 14 models: citations where the model returns them, or the search results it consulted. 987 links across 394 sites, every framing counted. Ranked by the number of answers carrying the site or page. 68 of the 252 answers across every segment cited this index's own page for the category; the method page measures whether that reading tilts an answer.
25 answers · 40 citations · 10 models
publisher (Gane)25 answers · 32 citations · 10 models
vendor site · Guideflow20 answers · 21 citations · 12 models
vendor site · Gartner16 answers · 20 citations · 10 models
14 answers · 18 citations · 8 models
vendor site · PeerSpot12 answers · 15 citations · 9 models
vendor site · Adobe11 answers · 19 citations · 6 models
11 answers · 11 citations · 8 models
vendor site · Decentriq10 answers · 12 citations · 6 models
vendor site · Improvado10 answers · 10 citations · 5 models
10 answers · 10 citations · 7 models
9 answers · 11 citations · 9 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
19 answers · 12 models
14 answers · 5 models
12 answers · 10 models
12 answers · 8 models
10 answers · 9 models
9 answers · 6 models
9 answers · 7 models
8 answers · 5 models
8 answers · 7 models
7 answers · 5 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “best data management platform for audiences”, “data management platform for audiences”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days |
|---|---|---|---|---|---|---|---|
| Salesforce parent site Salesforce Data Cloud 40%, Salesforce Audience Studio 2% | 42% | 354 | 550,000 | 60,632 | |||
| Adobe parent site Adobe Real-Time CDP 13%, Adobe Audience Manager 6%, Adobe Real-Time CDP B2B Edition 2% | 21% | 262 | 1,220,000 | 117,563 | |||
| Treasure Data treasure.ai Treasure Data 4%, Treasure AI's Complete CDP 2% | 6% | 105 | 1,600 | 43 | 801 | $82 | 7 |
| Hightouch hightouch.com | 4% | 399 | 12,100 | 434 | 127,772 | 23 | |
| ActionIQ uniphore.com | 4% | 52 | 590 | 11 | 6,916 | 0 | |
| Informatica MDM informatica.com Informatica Intelligent Data Management Cloud 2%, Informatica MDM 2% | 4% | 74 | 1,300 | 29 | 73,321 | 120 | |
| Microsoft parent site Microsoft Purview 2% | 2% | 29 | 2,240,000 | 403,136 | |||
| Tealium Customer Data Hub tealium.com | 2% | 138 | 40 | 0 | 9,399 | 32 | |
| Twilio segment.com Segment 2% | 2% | 460 | 135,000 | 4,343 | 9,086 | 0 | |
| Fivetran fivetran.com Census 2% | 2% | 238 | 60,500 | 14,424 | 41,501 company | $126 | 97 |
Google's top ten for the two searches hold 15 sites; 3 of them are among the sites the models cited here (cdp.com, decentriq.com, experienceleague.adobe.com). The first result for “best data management platform for audiences” is acquia.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best data management platform for audiences for an enterprise B2B company?”Paraphrase“Which DMP would you recommend to a large B2B company with thousands of employees?”Comparative“What are the top enterprise-grade data management platforms and how do they differ?”Budget-constrained“What is the best data management platform for audiences for a large company that needs predictable total cost across thousands of users?”Scale-constrained“We are a 5,000 person company with SSO, SOC 2 and procurement review requirements evaluating a data management platform for audiences. What should we look at?”Negative“Which data management platforms should a large enterprise avoid or be cautious about?”
Claude Haiku 4.5ActionIQ, Treasure Datano first choiceChangedCollibraTreasure Dataagainst: BlueKai, Salesforce Audience Studiono first choiceagainst: Collibra, Informatica Intelligent Data Management Cloud, Microsoft Fabric, Oracle Enterprise Data Management
Four alternatives
Adobe Audience Manager, Hightouch, Oracle Customer Data Management Cloud, Tealium Customer Data HubSix alternatives
Alation, Databricks Lakehouse, IBM Cloud Pak for Data, IBM InfoSphere, Informatica Intelligent Data Management Cloud, SnowflakeTwo alternatives
Salesforce Data Cloud, Tealium Customer Data HubGPT-5.4 miniSalesforce Data CloudAdobe Audience ManagerChangedInformatica Intelligent Data Management CloudSalesforce Data Cloudno first choicenothing named
Two alternatives
Tealium Customer Data Hub, mParticleOne alternative
Adobe Real-Time CDPSix alternatives
AWS data governance / catalog stack, Alation, Collibra, Databricks Unity Catalog, Google Cloud Knowledge Catalog, IBM watsonx.data intelligenceOne alternative
Adobe Real-Time CDPGemini 3.5 FlashAdobe Real-Time CDPSalesforce Data CloudChangedDatabricks LakehouseActionIQ, Hightouchagainst: Adobe Real-Time CDP, Salesforce Data CloudCensus, Hightouch, RudderStackagainst: Nielsen DMP, Oracle BlueKai, Salesforce Audience Studio
Six alternatives
6sense, Census, Demandbase, Hightouch, Salesforce Data Cloud, Treasure DataEight alternatives
6sense Revenue AI, Adobe Real-Time CDP, Census, Databricks Lakehouse, Demandbase, Hightouch, Lotame Spherical, SnowflakeFive alternatives
AWS Data Ecosystem, BigQuery, Informatica Intelligent Data Management Cloud, Microsoft Fabric, SnowflakeTwo alternatives
Census, Treasure DataSix alternatives
Adobe Real-Time CDP, Amperity, Salesforce Data Cloud, Segment, Tealium Customer Data Hub, Treasure DataPerplexity SonarAdobe Real-Time CDPSalesforce Data CloudChangedagainst: Adobe Audience Managerno first choiceMicrosoft Purviewagainst: Adobe Audience Manager, Salesforce Data Cloudno first choiceagainst: Cloudera, IBM InfoSphere, Informatica Intelligent Data Management Cloud, Microsoft Fabric / Purview, Oracle Enterprise Data Management, SAP Master Data Governance, Snowflake
Three alternatives
6sense, Demandbase, Salesforce Data CloudSix alternatives
6sense, Adobe Real-Time CDP, Databricks Lakehouse, Demandbase, Hightouch, SnowflakeTen alternatives
BigQuery, Collibra, Databricks Lakehouse, Informatica Intelligent Data Management Cloud, Microsoft Fabric, Microsoft Purview, Profisee, Reltio, Semarchy xDM, SnowflakeOne alternative
Adobe Real-Time CDPGrok 4.20Salesforce Data Cloudagainst: Adobe Audience Manager, LiveRamp, Oracle BlueKaiAdobe Audience ManagerChangedDatabricks Lakehouse, SnowflakeInformatica MDMagainst: Databricks Lakehouse, Snowflakeno first choiceagainst: Alation, Collibra, Google Cloud Data Catalog, Hadoop-based Systems, IBM Watson Data / Cloud Pak for Data, Informatica Intelligent Data Management Cloud, Microsoft Purview
Three alternatives
Adobe Real-Time CDP, Oracle Unity, SegmentTwo alternatives
Oracle Data Cloud, Salesforce Data CloudSix alternatives
Alation, Amazon Redshift, BigQuery, Collibra, Informatica Intelligent Data Management Cloud, Microsoft FabricFour alternatives
Ataccama ONE, Collibra, Microsoft Purview, ProfiseeMistral SmallAdobe Real-Time CDP, Salesforce Data CloudAdobe Real-Time CDP, Salesforce Data CloudHeldagainst: Palantir FoundryDenodo Platform, Informatica Intelligent Data Management CloudInformatica Intelligent Data Management Cloud, Integrate.iono first choiceagainst: DataHub, Databricks Unity Catalog, IBM InfoSphere MDM, Informatica Intelligent Data Management Cloud, OpenMetadata, Oracle MDM, SAP Master Data Governance, Secoda, data.world
Three alternatives
Hightouch, Segment, Tealium AudienceStream CDPTwo alternatives
Informatica Intelligent Data Management Cloud, Tealium Customer Data HubSix alternatives
AWS, Collibra, Google Cloud Platform, Microsoft Azure, Profisee, Semarchy xDMTwo alternatives
AtroCore, ProfiseeDeepSeek V4 FlashAdobe Real-Time CDP, Salesforce Data Cloudagainst: SegmentSalesforce Data CloudChangedCollibra, Informatica Intelligent Data Management CloudTealium Customer Data Hubagainst: Adobe Real-Time CDP, Segment, Treasure Datano first choiceagainst: Azure Data Factory, Cloudera, Confluent, Informatica Intelligent Data Management Cloud, Oracle BlueKai, SAP, Snowflake, Teradata
Two alternatives
Hightouch, Oracle UnityOne alternative
Adobe Real-Time CDP B2B EditionSix alternatives
Databricks Lakehouse, Denodo Platform, Microsoft Purview, Reltio, Semarchy xDM, SnowflakeThree alternatives
ActionIQ, BlueConic, Salesforce Data CloudLlama 4 MaverickSalesforce Data Cloudno first choiceChangedagainst: Oracle Data Cloudno first choiceno first choiceno first choiceagainst: Adobe Real-Time CDP, Oracle BlueKai
Two alternatives
Adobe Real-Time CDP, HightouchQwen 3.7 FlashAdobe Real-Time CDP, Salesforce Audience StudioAdobe Real-Time CDPChangedagainst: Oracle BlueKai, Salesforce Audience StudioMicrosoft FabricSalesforce Data Cloudagainst: RudderStack, Segmentno first choiceagainst: Adobe Audience Manager, Adobe Real-Time CDP, Oracle BlueKai, Salesforce Audience Studio
Three alternatives
Lotame Spherical, Segment, ZeotapTwo alternatives
Salesforce Marketing Cloud, Tealium Customer Data HubFive alternatives
Cloudera, Databricks Lakehouse, Denodo Platform, Informatica Intelligent Data Management Cloud, SnowflakeOne alternative
Adobe Real-Time CDPKimi K2Salesforce Data Cloudagainst: Adobe Audience Manager, Lotame Spherical, Oracle BlueKaiSalesforce Data CloudHeldagainst: Adobe Audience Manager, Oracle BlueKaiInformatica Intelligent Data Management CloudSalesforce Data Cloudagainst: Adobe Audience Manager, Lotame Spherical, PermutiveSegment, mParticleagainst: RudderStack, Tealium Customer Data Hubagainst: Adobe Audience Manager, Adobe Device Co-op, Lotame Spherical, Oracle BlueKai, Salesforce Audience Studio, Salesforce Data Cloud
Four alternatives
6sense, Adobe Real-Time CDP, Demandbase, SegmentOne alternative
Adobe Real-Time CDP B2B EditionSeven alternatives
Alation, Collibra, Databricks Lakehouse, IBM, Microsoft Purview, Reltio, SAP DatasphereThree alternatives
LiveRamp, Oracle BlueKai, Oracle UnityThree alternatives
Census, Hightouch, SnowflakeGLM 4.7 FlashXSalesforce Data CloudAdobe Audience ManagerChangedno first choiceTreasure AI's Complete CDPno first choiceagainst: Acceldata, AtroCore, Kanerika, Navista Tech, Pimcore, Stackable, Veeam, lakeFS
Four alternatives
Adobe Real-Time CDP, GrowthLoop, Tealium Customer Data Hub, Zeotap CDPSix alternatives
6sense, Demandbase, JENTIS, LiveRamp, Oracle Unity, Salesforce Marketing CloudTwo alternatives
Salesforce Marketing Cloud Data Cloud, SegmentMiniMax M2.5Salesforce Data Cloudagainst: Adobe Real-Time CDPSalesforce Data CloudHeldagainst: Oracle BlueKaiInformatica Intelligent Data Management CloudDefinite, Domono first choiceagainst: AWS MWAA, AWS QuickSight, Adobe CDP, Fivetran, IBM InfoSphere MDM, MongoDB, MuleSoft, Oracle MDM, SAP Master Data Governance, Salesforce Data Cloud, Tealium Customer Data Hub
Four alternatives
6sense Revenue Marketing, Databricks Lakehouse, Demandbase, Microsoft PurviewThree alternatives
Adobe Audience Manager, HubSpot Marketing Hub, TerminusSix alternatives
Ataccama ONE, Collibra Data Intelligence Platform, Denodo Platform, IBM Data Governance / InfoSphere, Microsoft Purview, ReltioTwo alternatives
Evidence Cloud, Salesforce Data CloudGPT-6 LunaAdobe Real-Time CDP B2B, Salesforce Data CloudAdobe Real-Time CDP B2B EditionChangedno first choiceAUDIENCESagainst: Adobe Audience Manager, Salesforce Audience Studiono first choiceagainst: Adobe Audience Manager, Oracle Marketing Cloud DMP, Salesforce Audience Studio
One alternative
Salesforce Data CloudSeven alternatives
AWS analytics stack, BigQuery, Collibra, Databricks Lakehouse, Informatica Intelligent Data Management Cloud, Microsoft Fabric, SnowflakeMuse Glimmer 30BSalesforce Data CloudSalesforce Data CloudHeldDatabricks Lakehouse, SnowflakeSalesforce Data Cloudagainst: ActionIQ, Amperity, Bloomreach, Segment, Tealium Customer Data Hub, Treasure Data, mParticleno first choiceagainst: Adobe Audience Manager, Adobe Real-Time CDP, Oracle BlueKai, Salesforce Audience Studio
Three alternatives
Adobe Real-Time CDP, Segment, Tealium Customer Data HubThree alternatives
Adobe Audience Manager, Adobe Real-Time CDP, Tealium Customer Data HubFour alternatives
IBM, Informatica Intelligent Data Management Cloud, IDMC, Microsoft Fabric, SAP Data IntelligenceThree alternatives
Adobe Real-Time CDP, HubSpot Data management, Microsoft Dynamics 365 Customer InsightsBold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency.
Eighty-four rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|---|---|---|---|---|---|
| Direct recommendation | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 16:03 | yes | 9 | 7 s |
| Direct recommendation | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 14:43 | yes | 4 | 6 s |
| Direct recommendation | Gemini 3.5 Flash | gemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version) | 2026-11-01 15:11 | yes | 8 | 23 s |
| Direct recommendation | Perplexity Sonar | sonar | 2026-11-01 08:42 | yes | 10 | 4 s |
| Direct recommendation | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 14:54 | yes | 11 | 14 s |
| Direct recommendation | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 09:17 | yes | 5 | 5 s |
| Direct recommendation | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 12:03 | yes | 25 | 25 s |
| Direct recommendation | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 16:44 | yes | 5 | 3 s |
| Direct recommendation | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 12:52 | yes | 9 | 46 s |
| Direct recommendation | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 13:53 | yes | 24 | 35 s |
| Direct recommendation | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 14:24 | yes | 25 | 47 s |
| Direct recommendation | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 17:21 | yes | 10 | 35 s |
| Direct recommendation | GPT-6 Luna | gpt-6-luna | 2026-11-01 16:06 | yes | 2 | 13 s |
| Direct recommendation | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 11:17 | yes | 15 | 23 s |
| Paraphrase | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 16:01 | no | 0 | 4 s |
| Paraphrase | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 13:10 | yes | 3 | 6 s |
| Paraphrase | Gemini 3.5 Flash | gemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version) | 2026-11-01 15:33 | yes | 11 | 22 s |
| Paraphrase | Perplexity Sonar | sonar | 2026-11-01 10:39 | yes | 10 | 3 s |
| Paraphrase | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 15:09 | yes | 5 | 9 s |
| Paraphrase | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 16:44 | yes | 5 | 5 s |
| Paraphrase | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 15:36 | yes | 24 | 35 s |
| Paraphrase | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 08:53 | yes | 5 | 3 s |
| Paraphrase | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 15:00 | yes | 5 | 47 s |
| Paraphrase | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 11:05 | yes | 20 | 23 s |
| Paraphrase | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 12:34 | yes | 15 | 92 s |
| Paraphrase | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 14:14 | yes | 10 | 88 s |
| Paraphrase | GPT-6 Luna | gpt-6-luna | 2026-11-01 08:37 | yes | 2 | 11 s |
| Paraphrase | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 17:22 | yes | 13 | 15 s |
| Comparative | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 09:34 | yes | 14 | 11 s |
| Comparative | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 10:58 | yes | 5 | 10 s |
| Comparative | Gemini 3.5 Flash | gemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version) | 2026-11-01 12:57 | yes | 11 | 34 s |
| Comparative | Perplexity Sonar | sonar | 2026-11-01 08:33 | yes | 10 | 6 s |
| Comparative | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 13:59 | yes | 5 | 12 s |
| Comparative | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 10:11 | yes | 10 | 10 s |
| Comparative | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 09:03 | yes | 24 | 37 s |
| Comparative | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 16:44 | yes | 5 | 2 s |
| Comparative | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 09:42 | yes | 10 | 35 s |
| Comparative | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 09:06 | yes | 19 | 60 s |
| Comparative | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 09:24 | yes | 10 | 26 s |
| Comparative | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 09:58 | yes | 20 | 74 s |
| Comparative | GPT-6 Luna | gpt-6-luna | 2026-11-01 08:57 | yes | 8 | 24 s |
| Comparative | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 13:23 | yes | 15 | 24 s |
| Budget constrained | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 15:57 | yes | 18 | 10 s |
| Budget constrained | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 12:59 | yes | 3 | 5 s |
| Budget constrained | Gemini 3.5 Flash | gemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version) | 2026-11-01 15:26 | yes | 9 | 28 s |
| Budget constrained | Perplexity Sonar | sonar | 2026-11-01 16:36 | yes | 10 | 4 s |
| Budget constrained | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 14:37 | yes | 5 | 10 s |
| Budget constrained | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 17:03 | yes | 5 | 5 s |
| Budget constrained | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 10:54 | yes | 23 | 28 s |
| Budget constrained | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 13:50 | yes | 5 | 3 s |
| Budget constrained | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 10:43 | yes | 15 | 104 s |
| Budget constrained | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 13:49 | yes | 25 | 69 s |
| Budget constrained | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 11:59 | yes | 24 | 40 s |
| Budget constrained | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 12:40 | yes | 25 | 75 s |
| Budget constrained | GPT-6 Luna | gpt-6-luna | 2026-11-01 15:33 | yes | 2 | 22 s |
| Budget constrained | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 13:11 | yes | 22 | 48 s |
| Scale constrained | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 14:45 | yes | 18 | 13 s |
| Scale constrained | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 16:10 | yes | 5 | 8 s |
| Scale constrained | Gemini 3.5 Flash | gemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version) | 2026-11-01 08:47 | no | 0 | 17 s |
| Scale constrained | Perplexity Sonar | sonar | 2026-11-01 10:13 | yes | 10 | 8 s |
| Scale constrained | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 17:23 | yes | 10 | 15 s |
| Scale constrained | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 15:20 | no | 0 | 8 s |
| Scale constrained | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 14:26 | yes | 24 | 44 s |
| Scale constrained | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 09:38 | yes | 5 | 4 s |
| Scale constrained | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 10:06 | no | 0 | 31 s |
| Scale constrained | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 17:06 | yes | 25 | 72 s |
| Scale constrained | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 14:02 | yes | 15 | 37 s |
| Scale constrained | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 14:51 | yes | 15 | 36 s |
| Scale constrained | GPT-6 Luna | gpt-6-luna | 2026-11-01 13:11 | yes | 3 | 22 s |
| Scale constrained | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 14:22 | yes | 13 | 19 s |
| Negative framing | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 08:41 | yes | 17 | 10 s |
| Negative framing | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 12:37 | yes | 4 | 7 s |
| Negative framing | Gemini 3.5 Flash | gemini-3.6-flash (asked for gemini-3.5-flash; the API answered as this version) | 2026-11-01 12:03 | yes | 6 | 18 s |
| Negative framing | Perplexity Sonar | sonar | 2026-11-01 09:35 | yes | 10 | 4 s |
| Negative framing | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 14:11 | yes | 15 | 16 s |
| Negative framing | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 16:18 | yes | 5 | 5 s |
| Negative framing | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 13:50 | yes | 24 | 40 s |
| Negative framing | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 12:31 | yes | 5 | 3 s |
| Negative framing | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 13:13 | yes | 20 | 90 s |
| Negative framing | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 13:01 | yes | 23 | 94 s |
| Negative framing | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 13:42 | yes | 24 | 73 s |
| Negative framing | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 11:45 | yes | 15 | 52 s |
| Negative framing | GPT-6 Luna | gpt-6-luna | 2026-11-01 12:05 | yes | 4 | 20 s |
| Negative framing | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 13:29 | yes | 25 | 29 s |
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
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Category-scoped readings
Adobe (Adobe Experience Platform / Audience Manager) read as Adobe Real-Time CDP
Ataccama read as Ataccama ONE
Databricks read as Databricks Lakehouse
Databricks (Lakehouse Platform) read as Databricks Lakehouse
Databricks (Unity Catalog) read as Databricks Lakehouse
Google Cloud BigQuery read as BigQuery
Informatica read as Informatica Intelligent Data Management Cloud
Informatica (IDMC) read as Informatica Intelligent Data Management Cloud
Informatica (Intelligent Data Management Cloud - IDMC) read as Informatica Intelligent Data Management Cloud
Informatica IDMC read as Informatica Intelligent Data Management Cloud
Informatica IDMC (Intelligent Data Management Cloud) read as Informatica Intelligent Data Management Cloud
Lotame read as Lotame Spherical
Lotame Spherical Platform read as Lotame Spherical
Oracle read as Oracle BlueKai
Oracle (Database + Business Objects) read as Oracle BlueKai
Oracle Unity Data Platform read as Oracle Unity
Salesforce read as Salesforce Audience Studio
Salesforce (Data Cloud & Marketing Cloud) read as Salesforce Audience Studio
Semarchy read as Semarchy xDM
Snowflake Data Cloud read as Snowflake
Tealium read as Tealium Customer Data Hub
Tealium AudienceStream read as Tealium Customer Data Hub
Unresolved, counted raw
AUDIENCES
AWS Data Ecosystem (Amazon Redshift, Glue, Athena, Lake Formation)
AWS Glue
AWS MWAA (Managed Workflow for Apache Airflow)
AWS analytics stack
AWS data governance / catalog stack
AWS data lake and analytics services
Adobe DMP
Adobe Device Co-op
Adobe Real-Time CDP B2B
Apache Hudi
Clearsense
Collibra Data Intelligence Platform
Databricks Delta Lake
ER/Studio
Evidence Cloud
Gable
Google Cloud
Google Cloud Data Catalog
Google Cloud Knowledge Catalog
Google Cloud Platform
Hadoop-based Systems
HubSpot Data management
IBM Data Governance / InfoSphere
IBM Watson Data / Cloud Pak for Data
Informatica Intelligent Data Management Cloud, IDMC
Kanerika
Microsoft
Navista Tech
Omeda Audience
Oracle AI Data Platform / Oracle analytics
Oracle Customer Data Management Cloud
Oracle Data Management
Oracle Marketing Cloud DMP
SAP
SAP (Datasphere, BW, HANA)
SAP Master Data Management
SAP/IBM MDM
Salesforce Marketing Cloud Data Cloud
Stackable
Treasure AI's Complete CDP
Veeam
Discontinued, still offered
No shut-down product was recommended here.