Index › GTM › GTM data and infrastructure › Warehouse & ETL › Small business · November 2026 Edition
Data warehouse and reverse ETL for marketing for small business buyers
Asked as “marketing data warehouse and reverse ETL stack”, and as “reverse ETL and warehouse setup for a marketing team”, on behalf of a small B2B company. 109 first choices recorded across the direct, paraphrase, budget and scale prompts, fourteen models each.
Standing · first-choice share
44%
Clear leader
44BigQuery40Hightouch07Snowflake08others
44% of first choices, clear leader.
Since October 2026↗new leaderNew leader since October 2026: BigQuery (44%) replaces Hightouch (41% then, 40% now), 4 points clear, inside the 11-point floor.BigQuery leads at 44%, replacing Hightouch, which led at 41% and stands at 40% now: 4 points clear, inside the floor, so the swap reads as unsettled.
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
BigQuery44%Clear leader↗new leaderNew leader since October 2026: BigQuery (44%) replaces Hightouch (41% then, 40% now), 4 points clear, inside the 11-point floor.This pageMid-market
Hightouch38%Contested▼−2Since October 2026: 40% → 38%, −2 points. Inside the 11-point floor: within noise.Standing →EnterpriseHightouch47%Clear leader▲+4Since October 2026: 43% → 47%, +4 points. Inside the 11-point floor: within noise.Standing →
BigQuery44%Clear leader↗new leaderNew leader since October 2026: BigQuery (44%) replaces Hightouch (41% then, 40% now), 4 points clear, inside the 11-point floor.This pageMid-marketHightouch38%Contested▼−2Since October 2026: 40% → 38%, −2 points. Inside the 11-point floor: within noise.Standing →EnterpriseHightouch47%Clear leader▲+4Since October 2026: 43% → 47%, +4 points. Inside the 11-point floor: within noise.Standing →The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all fourteen models, for a small B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince October 2026
01BigQuery Lab in the set44%7%75endorsed leader▲+9Since October 2026: 35% → 44%, +9 points. Inside the 11-point floor: within noise.35% → 44%
BigQuery Lab in the set44%7%75endorsed leader▲+9Since October 2026: 35% → 44%, +9 points. Inside the 11-point floor: within noise.35% → 44%02Hightouch40%9%75endorsed leader▼−1Since October 2026: 41% → 40%, −1 point. Inside the 11-point floor: within noise.41% → 40%
Hightouch40%9%75endorsed leader▼−1Since October 2026: 41% → 40%, −1 point. Inside the 11-point floor: within noise.41% → 40%03
Snowflake7%44%66criticized challenger=heldSince October 2026: 7% → 7%, ±0 points. Inside the 11-point floor: within noise.7% → 7%
Snowflake7%44%66criticized challenger=heldSince October 2026: 7% → 7%, ±0 points. Inside the 11-point floor: within noise.7% → 7%04
Census4%17%77accepted challenger▼−3Since October 2026: 7% → 4%, −3 points. Inside the 11-point floor: within noise.7% → 4%
Census4%17%77accepted challenger▼−3Since October 2026: 7% → 4%, −3 points. Inside the 11-point floor: within noise.7% → 4%05
Airbyte2%4%47accepted challenger▲+1Since October 2026: 1% → 2%, +1 point. Inside the 11-point floor: within noise.1% → 2%
Airbyte2%4%47accepted challenger▲+1Since October 2026: 1% → 2%, +1 point. Inside the 11-point floor: within noise.1% → 2%Show the thirteen products at 0%, ordered by negative rate
17
Databricks SQL Warehouse0%75%12criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Databricks SQL Warehouse0%75%12criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%18
Amazon Redshift0%55%33criticized challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%
Amazon Redshift0%55%33criticized challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%16
Segment0%48%21criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Segment0%48%21criticized challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%15
Hevo0%40%10criticized challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%
Hevo0%40%10criticized challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%08
Fivetran0%23%48accepted challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%
Fivetran0%23%48accepted challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%12
PostgreSQL0%19%16accepted challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%
PostgreSQL0%19%16accepted challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%07
RudderStack Reverse ETL0%16%44accepted challenger▼−2Since October 2026: 2% → 0%, −2 points. Inside the 11-point floor: within noise.2% → 0%
RudderStack Reverse ETL0%16%44accepted challenger▼−2Since October 2026: 2% → 0%, −2 points. Inside the 11-point floor: within noise.2% → 0%09
Polytomic0%9%23accepted challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%
Polytomic0%9%23accepted challenger▼−1Since October 2026: 1% → 0%, −1 point. Inside the 11-point floor: within noise.1% → 0%06
dbt0%7%44accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
dbt0%7%44accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%10
Metabase0%0%12accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Metabase0%0%12accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%13
Looker Studio Lab in the set0%0%10accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Looker Studio Lab in the set0%0%10accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%11
MotherDuck0%0%10accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
MotherDuck0%0%10accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%14
Supermetrics0%0%10accepted challenger=heldSince October 2026: 0% → 0%, ±0 points. Inside the 11-point floor: within noise.0% → 0%
Supermetrics0%0%10accepted 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.
BigQuery is made by Google, whose model Gemini 3.5 Flash is in the set. On the four share prompts that model made it the first choice four times of 4; the other thirteen models forty-four times of 52. Looker Studio is made by Google, whose model Gemini 3.5 Flash is in the set. On the four share prompts that model made it the first choice zero times of 4; the other thirteen models zero times of 52. Lab treatment is defined on the method page; the row is marked, not excluded.
Head to headHead-to-head pages are published for mid-market buyers, so these open on mid-market figures, not small business.
All twenty-eight head-to-head pages: the top eight products, each against each
Hightouch vs AirbyteHightouch vs RudderStack Reverse ETLHightouch vs dbtHightouch vs FivetranBigQuery vs SnowflakeBigQuery vs CensusBigQuery vs AirbyteBigQuery vs RudderStack Reverse ETLBigQuery vs dbtBigQuery vs FivetranSnowflake vs CensusSnowflake vs AirbyteSnowflake vs RudderStack Reverse ETLSnowflake vs dbtSnowflake vs FivetranCensus vs AirbyteCensus vs RudderStack Reverse ETLCensus vs dbtCensus vs FivetranAirbyte vs RudderStack Reverse ETLAirbyte vs dbtAirbyte vs FivetranRudderStack Reverse ETL vs dbtRudderStack Reverse ETL vs Fivetrandbt vs Fivetran
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 →
010203040506070809101112131415161718Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative60%
Key
01BigQuery44%
BigQuery44%02Hightouch40%
Hightouch40%03Snowflake7%
Snowflake7%04Census4%
Census4%05Airbyte2%
Airbyte2%06dbt0%
dbt0%07RudderStack Reverse ETL0%
RudderStack Reverse ETL0%08Fivetran0%
Fivetran0%09Polytomic0%
Polytomic0%10Metabase0%
Metabase0%11MotherDuck0%
MotherDuck0%12PostgreSQL0%
PostgreSQL0%13Looker Studio0%
Looker Studio0%14Supermetrics0%
Supermetrics0%15Hevo0%
Hevo0%16Segment0%
Segment0%17Databricks SQL Warehouse0%
Databricks SQL Warehouse0%18Amazon Redshift0%
Amazon Redshift0%What they warned about
Eleven of fourteen models held their first choice under the paraphrase. Claude Haiku 4.5, Mistral Small and Llama 4 Maverick 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.
Amazon Redshift55%
18 of 33 labels negative · 13 of 14 models · 8 hard negative
“Often recommended for enterprise-level teams due to complexity and maintenance requirements. Small businesses may find it overkill” Muse Glimmer 30B, negative prompt
Snowflake44%
29 of 66 labels negative · 13 of 14 models · 8 hard negative
“small marketing teams should "avoid or delay adopting enterprise-grade tools like Snowflake, Hightouch, Census, Fivetran, and dbt" entirely” DeepSeek V4 Flash, negative prompt
Census17%
13 of 77 labels negative · 9 of 14 models · 7 hard negative
“avoid or delay adopting enterprise-grade tools like Snowflake, Hightouch, Census, Fivetran, and dbt” Muse Glimmer 30B, negative prompt
Fivetran23%
11 of 48 labels negative · 8 of 14 models · 3 hard negative
“What to Avoid on a Tight Budget ... Fivetran — great product but enterprise-grade pricing” DeepSeek V4 Flash, budget 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
74 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. 975 links across 227 sites, every framing counted. Ranked by the number of answers carrying the site or page. 80 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.
publisher (Gane)41 answers · 43 citations · 10 models
vendor site · Skyvia38 answers · 46 citations · 12 models
32 answers · 37 citations · 12 models
vendor site · Hightouch26 answers · 40 citations · 9 models
26 answers · 29 citations · 10 models
vendor site · DataChannel24 answers · 36 citations · 8 models
22 answers · 25 citations · 8 models
vendor site · Improvado21 answers · 28 citations · 9 models
20 answers · 33 citations · 10 models
17 answers · 17 citations · 8 models
vendor site · Zoho17 answers · 17 citations · 9 models
vendor site · RudderStack15 answers · 23 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.
39 answers · 10 models
30 answers · 12 models
20 answers · 10 models
20 answers · 9 models
20 answers · 8 models
19 answers · 7 models
17 answers · 8 models
17 answers · 9 models
16 answers · 9 models
13 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 marketing data warehouse and reverse etl stack”, “marketing data warehouse and reverse etl stack”. 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 | Best Google position |
|---|---|---|---|---|---|---|---|---|
| Google cloud.google.com BigQuery 44%, Looker Studio 0% | 44% | 208 | 40,500 | 452 | 7,405,347 | |||
| Hightouch hightouch.com | 40% | 399 | 12,100 | 434 | 127,772 | 23 | ||
| Snowflake snowflake.com | 7% | 234 | 368,000 | 37,077 | 718,749 | 118 | ||
| Fivetran fivetran.com Census 4%, Fivetran 0% | 4% | 238 | 60,500 | 14,424 | 41,501 company | $126 | 97 | |
| Airbyte airbyte.com | 2% | 105 | 6,600 | 120 | 17,507 | $320 | 42 | |
| Mozart Data mozartdata.com | 1% | 5 | ||||||
| Hightouch Basic Reverse ETL | 1% | |||||||
| MetricHero | 1% | |||||||
| dbt Labs getdbt.com dbt 0% | 0% | 122 | 75,753 | 12 | ||||
| RudderStack Reverse ETL rudderstack.com | 0% | 122 | 20 | 0 | 46,132 | 50 | 2 |
Google's top ten for the two searches hold 17 sites; 3 of them are among the sites the models cited here (improvado.io, rudderstack.com, skyvia.com). The first result for “best marketing data warehouse and reverse etl stack” is improvado.io.
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 marketing data warehouse and reverse ETL stack for a small B2B company?”Paraphrase“Which reverse ETL and warehouse setup for a marketing team would you recommend to a small business that sells to other businesses?”Comparative“What are the top data warehouse and reverse ETL tools for marketing teams for a small team and how do they differ?”Budget-constrained“What is the best marketing data warehouse and reverse ETL stack for a small company with a tight budget?”Scale-constrained“We are a 30 person company evaluating a marketing data warehouse and reverse ETL stack. What should we look at?”Negative“Which data warehouse and reverse ETL tools for marketing teams should a small business avoid or be cautious about?”
Claude Haiku 4.5Hightouch, Mozart DataHightouch, SnowflakeChangedHightouchagainst: Fivetran, SnowflakeBigQuery, Hightouchno first choiceagainst: Amazon Redshift, BigQuery, Snowflake
Three alternatives
Census, Hevo, PolytomicSix alternatives
BigQuery, Census, Fivetran, Improvado, RudderStack Reverse ETL, dbtFour alternatives
BigQuery, Census, Hevo, Mozart DataThree alternatives
Mozart Data, PostgreSQL hosted on AWS RDS or Google Cloud SQL, SkyviaGPT-5.4 miniBigQuery, Hightouchagainst: SnowflakeBigQuery, HightouchHeldBigQuery, Hightouchagainst: Amazon Redshift, Databricks SQL WarehouseBigQuery, Hightouch Basic Reverse ETLagainst: Census, PostgreSQL, SupabaseBigQueryagainst: Airbyte self-hosted, Azure Data Factory, Fivetran, Hightouch, IBM DataStage, Informatica, Matillion, Qlik, Talend
Five alternatives
Airbyte, Census, Fivetran, RudderStack Reverse ETL, dbtThree alternatives
Census, HubSpot, SnowflakeTwo alternatives
Census, SnowflakeOne alternative
dbtSix alternatives
Amazon Redshift, Census, Fivetran, Hightouch, Snowflake, dbtGemini 3.5 FlashBigQuery, Hightouchagainst: SnowflakeBigQuery, HightouchHeldagainst: SnowflakeBigQuery, Hightouchagainst: Amazon Redshift, Managed PostgresBigQuery, Hightouchagainst: SnowflakeBigQuery, Census, Hightouchagainst: Segment, Snowflakeagainst: Amazon Redshift, Apache Airflow, Boomi, Databricks SQL Warehouse, Informatica, Meltano, Microsoft Azure Synapse Analytics, Microsoft Fabric, MuleSoft, Segment, Self-Hosted Airbyte, Snowflake
Four alternatives
Airbyte, Census, Fivetran, dbtThree alternatives
Airbyte, Census, Portable.ioThree alternatives
Census, Polytomic, SnowflakeFive alternatives
Airbyte, Census, Fivetran, PostgreSQL via Supabase or Neon, dbtThree alternatives
Fivetran, Portable, dbtPerplexity SonarBigQuery, HightouchBigQuery, HightouchHeldBigQuery, HightouchAirbyte, BigQueryno first choiceagainst: Airbyte, Amazon Redshift, Census, Databricks SQL Warehouse, Grouparoo, Hevo, Polytomic, RudderStack Reverse ETL, Salesforce Data Cloud, Segment, Snowflake
Six alternatives
Airbyte, Census, Fivetran, RudderStack Reverse ETL, Snowflake, dbtThree alternatives
Census, Mozart Data, dbtFive alternatives
Census, Polytomic, RudderStack Reverse ETL, Skyvia, SnowflakeSix alternatives
Census, Hightouch, Metabase, Skyvia, Windsor.ai, dbtGrok 4.20BigQuery, HightouchBigQuery, HightouchHeldagainst: Amazon RedshiftBigQuery, Hightouchagainst: PostgreSQLBigQuery, Hightouchagainst: Amazon Redshift, Databricks SQL Warehouse, Hevo, Snowflake, Windsor.aiBigQuery, Hightouchagainst: Segment, mParticleagainst: Amazon Redshift, Census, Databricks SQL Warehouse, Grouparoo, Hevo, Hightouch, Segment, Snowflake
Six alternatives
Census, LeadJourney, RudderStack Reverse ETL, Segment, Snowflake, dbtFour alternatives
Census, Polytomic, Snowflake, dbtFour alternatives
Amazon Redshift, Census, RudderStack Reverse ETL, SnowflakeSix alternatives
Census, DuckDB, MotherDuck, PostgreSQL, RudderStack Reverse ETL, dbtSix alternatives
Airbyte, Census, Databricks SQL Warehouse, RudderStack Reverse ETL, Snowflake, dbtMistral SmallBigQuery, HightouchBigQuery, Census, SnowflakeChangedagainst: Make, ZapierBigQuery, Hightouch, SnowflakeAirbyte, BigQuery, Hightouchagainst: FivetranBigQuery, Census, Hightouch, Snowflakeagainst: Grouparoo, mParticleagainst: Amazon Redshift, BigQuery, Census, Grouparoo, Hevo, IBM watsonx.data, SAP Datasphere, Snowflake, Stitch, Teradata
Six alternatives
Airbyte, Census, Fivetran, PostgreSQL, Snowflake, dbtFive alternatives
Airbyte, Fivetran, Hightouch, PostgreSQL, dbtFour alternatives
Amazon Redshift, Census, PostgreSQL, RudderStack Reverse ETLFour alternatives
Metabase, RudderStack Reverse ETL, Windsor.ai, dbtThree alternatives
Airbyte, Fivetran, RudderStack Reverse ETLDeepSeek V4 FlashBigQuery, HightouchBigQuery, HightouchHeldagainst: RudderStack Reverse ETL, SnowflakeBigQuery, Hightouchagainst: Amazon Redshift, Firebolt, GrowthLoop, Segment, SnowflakeBigQuery, Hightouchagainst: Census, DataChannel, Fivetran, RudderStack Reverse ETLBigQuery, Hightouchagainst: Airbyte, Census, Fivetran, Microsoft Power BI, PostgreSQL, Sigma, Tableauagainst: Amazon Redshift, Census, Fivetran, Hightouch, Snowflake, dbt
Five alternatives
Airbyte, Census, Fivetran, Snowflake, WeldFour alternatives
Census, Fivetran, Peliqan, WeldTwo alternatives
Census, RudderStack Reverse ETLTwo alternatives
Airbyte, PolytomicFive alternatives
Funnel, Looker Studio, Metabase, Snowflake, SupermetricsLlama 4 MaverickBigQuery, Hightouch, SnowflakeHightouchChangedCensus, HightouchHightouch, Snowflakeno first choicenothing named
Two alternatives
Census, RudderStack Reverse ETLFour alternatives
Census, RudderStack Reverse ETL, Segment, SnowflakeOne alternative
RudderStack Reverse ETLSeven alternatives
Census, Fivetran, Metabase, Mode, RudderStack Reverse ETL, Segment, dbtQwen 3.7 FlashBigQuery, HightouchBigQuery, HightouchHeldagainst: Amazon Redshift, SnowflakeBigQuery, Hightouchagainst: RudderStack Reverse ETL, Starburst, TrinoMetricHeroagainst: Fivetran, Hightive, SnowflakeBigQuery, Hightouch, Snowflakeagainst: Apache Airflow, BigQuery, ClickHouse, MuleSoft, Talend, Trino
Four alternatives
Census, RudderStack Reverse ETL, Snowflake, dbtTwo alternatives
Fivetran, dbtFour alternatives
Census, Funnel, Porter Metrics, SnowflakeSix alternatives
Airbyte, BigQuery, Portent, Supabase, Supermetrics, dbtFour alternatives
Airbyte, Census, Fivetran, dbtKimi K2BigQuery, Hightouchagainst: Looker, Snowflake, dbtBigQuery, HightouchHeldagainst: RudderStack Reverse ETL, SnowflakeBigQuery, Hightouchagainst: PolytomicBigQuery, Hightouchagainst: SnowflakeBigQuery, Hightouchagainst: Census, Fivetran, Snowflakeagainst: Amazon Redshift, Census, Databricks SQL Warehouse, Fivetran, Hightouch, Segment, Snowflake, Teradata
Six alternatives
Airbyte, Census, Fivetran, PostgreSQL, Skyvia, Stitch DataOne alternative
AirbyteThree alternatives
Census, RudderStack Reverse ETL, SnowflakeThree alternatives
DuckDB, MotherDuck, RudderStack Reverse ETLTwo alternatives
Airbyte, dbtGLM 4.7 FlashXBigQuery, HightouchBigQuery, HightouchHeldagainst: SnowflakeBigQuery, HightouchBigQuery, HightouchBigQuery, Hightouchagainst: Amazon Redshift, RudderStack Reverse ETL, Segmentagainst: Amazon Redshift, Census, Databricks SQL Warehouse, Hightouch, Microsoft Fabric, Snowflake
Four alternatives
Airbyte, Census, Fivetran, dbtOne alternative
PolytomicEight alternatives
Airbyte, Amazon Redshift, Census, DuckDB, Fivetran, MotherDuck, RudderStack Reverse ETL, SnowflakeSix alternatives
Airbyte, Fivetran, Looker Studio, Metabase, Weld, dbtFive alternatives
Airbyte, Census, Fivetran, Snowflake, dbtMiniMax M2.5BigQuery, HightouchBigQuery, HightouchHeldBigQuery, HightouchBigQuery, HightouchBigQuery, Census, Hightouch, Snowflakeagainst: Amazon Redshift, BigQuery, Fivetran, Looker, Microsoft Power BI, Segment, Snowflake, Tableau
Five alternatives
Airbyte, Fivetran, LeadJourney, Metabase, dbtTwo alternatives
Airbyte, CensusSix alternatives
Airbyte, Census, Cometly, Hevo, Improvado, SnowflakeFive alternatives
Airbyte, Census, PostgreSQL, RudderStack Reverse ETL, SnowflakeOne alternative
dbtGPT-6 LunaBigQueryBigQueryHeldBigQuery, HightouchBigQueryBigQuery, Snowflakeagainst: Databricks SQL Warehouseagainst: Amazon Redshift, BigQuery, Census, Databricks SQL Warehouse, Hightouch, RudderStack Reverse ETL, Segment, Self-Hosted Airbyte, Snowflake
Four alternatives
Airbyte, Fivetran, Hightouch, dbtTwo alternatives
Hightouch, dbtFour alternatives
Amazon Redshift, Census, RudderStack Reverse ETL, SnowflakeThree alternatives
Airbyte, Hightouch, dbtFive alternatives
Airbyte, Census, Fivetran, Hightouch, dbtMuse Glimmer 30BBigQuery, HightouchBigQuery, HightouchHeldagainst: SnowflakeBigQuery, Hightouch, SnowflakeBigQuery, Hightouchagainst: Redshift Serverless, SnowflakeBigQuery, Hightouchagainst: Amazon Redshift, Census, Fivetran, Hightouch, Snowflake, dbt
Six alternatives
Airbyte, Census, Fivetran, PostgreSQL, RudderStack Reverse ETL, dbtTwo alternatives
Fivetran, RudderStack Reverse ETLTwo alternatives
Census, RudderStack Reverse ETLSix alternatives
Census, DuckDB, Grouparoo, MotherDuck, RudderStack Reverse ETL, SkyviaSeven alternatives
Airbyte, Census, Fivetran, PostgreSQL, RudderStack Reverse ETL, Snowflake, dbtBold 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 16:27 | yes | 18 | 10 s |
| Direct recommendation | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 17:05 | yes | 7 | 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 15:34 | no | 0 | 15 s |
| Direct recommendation | Perplexity Sonar | sonar | 2026-11-01 15:09 | yes | 10 | 5 s |
| Direct recommendation | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 14:06 | yes | 5 | 14 s |
| Direct recommendation | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 09:30 | yes | 9 | 6 s |
| Direct recommendation | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 09:31 | yes | 25 | 26 s |
| Direct recommendation | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 11:26 | yes | 5 | 3 s |
| Direct recommendation | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 13:59 | yes | 5 | 43 s |
| Direct recommendation | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 12:16 | yes | 15 | 52 s |
| Direct recommendation | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 10:43 | yes | 25 | 59 s |
| Direct recommendation | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 11:01 | yes | 10 | 48 s |
| Direct recommendation | GPT-6 Luna | gpt-6-luna | 2026-11-01 12:22 | yes | 5 | 21 s |
| Direct recommendation | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 16:21 | yes | 15 | 29 s |
| Paraphrase | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 16:41 | yes | 20 | 11 s |
| Paraphrase | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 15:43 | no | 0 | 5 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 09:29 | no | 0 | 14 s |
| Paraphrase | Perplexity Sonar | sonar | 2026-11-01 11:07 | yes | 10 | 5 s |
| Paraphrase | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 16:32 | yes | 10 | 14 s |
| Paraphrase | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 09:41 | no | 0 | 7 s |
| Paraphrase | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 13:09 | yes | 24 | 52 s |
| Paraphrase | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 14:56 | yes | 5 | 3 s |
| Paraphrase | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 15:00 | yes | 9 | 47 s |
| Paraphrase | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 13:17 | yes | 20 | 33 s |
| Paraphrase | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 09:47 | yes | 23 | 29 s |
| Paraphrase | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 17:31 | yes | 5 | 27 s |
| Paraphrase | GPT-6 Luna | gpt-6-luna | 2026-11-01 14:29 | yes | 3 | 16 s |
| Paraphrase | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 10:58 | yes | 13 | 22 s |
| Comparative | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 17:24 | yes | 23 | 15 s |
| Comparative | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 09:53 | yes | 7 | 8 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 08:53 | yes | 9 | 24 s |
| Comparative | Perplexity Sonar | sonar | 2026-11-01 10:21 | yes | 10 | 9 s |
| Comparative | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 16:14 | yes | 15 | 20 s |
| Comparative | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 09:36 | yes | 10 | 9 s |
| Comparative | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 08:52 | yes | 25 | 33 s |
| Comparative | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 11:01 | yes | 5 | 2 s |
| Comparative | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 10:38 | yes | 10 | 20 s |
| Comparative | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 15:16 | yes | 25 | 35 s |
| Comparative | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 16:45 | yes | 24 | 74 s |
| Comparative | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 13:31 | yes | 10 | 30 s |
| Comparative | GPT-6 Luna | gpt-6-luna | 2026-11-01 12:21 | yes | 7 | 23 s |
| Comparative | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 13:16 | yes | 15 | 34 s |
| Budget constrained | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 15:54 | yes | 19 | 11 s |
| Budget constrained | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 15:52 | yes | 4 | 10 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 17:15 | yes | 4 | 23 s |
| Budget constrained | Perplexity Sonar | sonar | 2026-11-01 11:38 | yes | 10 | 5 s |
| Budget constrained | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 17:34 | yes | 10 | 13 s |
| Budget constrained | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 13:14 | yes | 9 | 7 s |
| Budget constrained | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 17:16 | yes | 22 | 37 s |
| Budget constrained | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 12:35 | yes | 5 | 3 s |
| Budget constrained | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 09:09 | no | 0 | 35 s |
| Budget constrained | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 13:43 | yes | 20 | 22 s |
| Budget constrained | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 16:37 | yes | 25 | 43 s |
| Budget constrained | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 10:53 | no | 0 | 24 s |
| Budget constrained | GPT-6 Luna | gpt-6-luna | 2026-11-01 11:32 | yes | 4 | 18 s |
| Budget constrained | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 08:52 | yes | 15 | 25 s |
| Scale constrained | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 15:55 | no | 0 | 8 s |
| Scale constrained | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 17:34 | yes | 6 | 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 14:29 | yes | 7 | 27 s |
| Scale constrained | Perplexity Sonar | sonar | 2026-11-01 17:19 | yes | 10 | 10 s |
| Scale constrained | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 15:40 | yes | 5 | 13 s |
| Scale constrained | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 09:20 | no | 0 | 7 s |
| Scale constrained | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 14:33 | yes | 23 | 57 s |
| Scale constrained | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 13:22 | yes | 5 | 3 s |
| Scale constrained | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 11:37 | yes | 10 | 30 s |
| Scale constrained | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 12:42 | yes | 25 | 33 s |
| Scale constrained | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 14:22 | yes | 24 | 165 s |
| Scale constrained | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 17:13 | yes | 20 | 37 s |
| Scale constrained | GPT-6 Luna | gpt-6-luna | 2026-11-01 14:22 | yes | 5 | 27 s |
| Scale constrained | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 17:29 | yes | 15 | 22 s |
| Negative framing | Claude Haiku 4.5 | claude-haiku-4-5-20251001 | 2026-11-01 14:47 | yes | 25 | 12 s |
| Negative framing | GPT-5.4 mini | gpt-5.4-mini-2026-03-17 | 2026-11-01 10:34 | yes | 3 | 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 14:52 | yes | 9 | 27 s |
| Negative framing | Perplexity Sonar | sonar | 2026-11-01 13:10 | yes | 10 | 4 s |
| Negative framing | Grok 4.20 | spacexai/grok-4.20-non-reasoning via xai | 2026-11-01 16:43 | yes | 13 | 16 s |
| Negative framing | Mistral Small | mistral/mistral-small via mistral | 2026-11-01 14:13 | yes | 17 | 10 s |
| Negative framing | DeepSeek V4 Flash | deepseek/deepseek-v4-flash via deepinfra | 2026-11-01 10:31 | yes | 24 | 28 s |
| Negative framing | Llama 4 Maverick | meta/llama-4-maverick via bedrock | 2026-11-01 10:22 | yes | 9 | 4 s |
| Negative framing | Qwen 3.7 Flash | alibaba/qwen3.7-flash via alibaba | 2026-11-01 11:56 | no | 0 | 35 s |
| Negative framing | Kimi K2 | moonshotai/kimi-k2 via novita | 2026-11-01 13:15 | yes | 24 | 29 s |
| Negative framing | GLM 4.7 FlashX | zai/glm-4.7-flashx via zai | 2026-11-01 14:43 | yes | 24 | 50 s |
| Negative framing | MiniMax M2.5 | minimax/minimax-m2.5 via minimax | 2026-11-01 14:31 | no | 0 | 32 s |
| Negative framing | GPT-6 Luna | gpt-6-luna | 2026-11-01 12:05 | yes | 7 | 21 s |
| Negative framing | Muse Glimmer 30B | meta/muse-glimmer-30b via togetherai | 2026-11-01 09:37 | yes | 17 | 32 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
Amazon Redshift Serverless read as Amazon Redshift
Azure Synapse read as Microsoft Azure Synapse Analytics
Databricks read as Databricks SQL Warehouse
Databricks (with Delta Lake) read as Databricks SQL Warehouse
RudderStack read as RudderStack Reverse ETL
Unresolved, counted raw
1ClickReport
Airbyte self-hosted
Fivetran Transformations
Hightive
Hightouch Basic Reverse ETL
HubSpot's native Data Hub
IBM DataStage
Lifecyle Analytics (by Segment)
Managed Postgres
MetricHero
Neon
Portable.io
Portent
PostgreSQL hosted on AWS RDS or Google Cloud SQL
PostgreSQL via Supabase or Neon
Salesforce
Wellspring
dbt Labs
Discontinued, still offered
Muse Glimmer 30B named Grouparoo as alternative on the budget prompt. Open source reverse ETL, shut down 2023.
Grok 4.20 named Grouparoo as mention on the scale prompt. Open source reverse ETL, shut down 2023.
Muse Glimmer 30B named Grouparoo as mention on the negative prompt. Open source reverse ETL, shut down 2023.
Llama 4 Maverick named Grouparoo as mention on the negative prompt. Open source reverse ETL, shut down 2023.