Heap vs RudderStack

This article takes a deep dive into comparing RudderStack CDP and Heap CDP, shedding light on their features, functionalities, and the unique value they provide.


In the ever-changing world of data management,have become essential tools for businesses looking to revolutionize their customer engagement strategies. This article takes a deep dive into comparing RudderStack CDP and Heap CDP, shedding light on their features, functionalities, and the unique value they provide.

What is a Customer Data Platform (CDP)?

A Customer Data Platform (CDP) is a software system for customer data management that collects customer data, builds a customer 360 with comprehensive customer profiles, and uses those profiles to add value across the company by enabling personalized marketing campaigns and deeper customer journey analysis to enhance the customer experience from end-to-end. Many CDPs like RudderStack operate in real-time, offering immediate action and optimization to enhance customer engagement.

To collect customer data, CDPs feature SDKs to integrate event data from multiple data sources, including website and mobile apps. Some CDPs also offer ETL capabilities to capture data from SaaS systems. The data they collect is used to build comprehensive customer profiles which help companies get a fuller picture of customer behavior.

CDPs like RudderStack, ea, Tealium, BlueConic, MParticle, and Amperity focus on identity resolution by unifying first-party data from different sources to create these comprehensive customer profiles.

Composable CDP solutions deliver a modular approach – centered around the data warehouse – to digital marketing offering flexibility regarding data governance, pricing models, and data activation. Composable CDPs use reverse ETL to enable seamless integration with popular tools like Adobe Analytics, Marketo, or Braze, which ensures flexible data modeling and efficient data pipelines.

An introduction to Treasure Data

Treasure Data is known for its cloud-based data analytics platform that centralizes data management, catering to diverse data types like web, mobile, application, and sensor data, aimed at transforming data into a business differentiator. The platform's Customer Data Platform (CDP) enhances customer engagement by unifying data, insights, and strategies across enterprises, fostering a collaborative environment for operations, service, sales, and marketing teams around unified customer profiles. By bridging various data sources and teams, it empowers businesses to reclaim customer-centricity in the digital era, particularly with the integration of Artificial Intelligence (AI) and Machine Learning (ML) to provide actionable insights tailored to individual customer needs.

An overview of RudderStack

RudderStack is the leading Warehouse Native Customer Data Platform, and it's purpose-built for data teams. RudderStack's unique approach to customer data management delivers a connected, governable, and observable end-to-end system that sits on top of an existing data warehouse or data lake. This Warehouse Native approach means RudderStack does not store your data, alleviating security concerns, reducing cost, and unlocking the value of your warehouse investment.RudderStack’s architecture combines the integration, real-time transformation, unification, and activation layers. This packaging drives numerous efficiencies and allows you to ensure seamless data flow from every first-party data source while facilitating enrichment from second and third-party data sources to build and activate truly comprehensive customer profiles.

RudderStack’s suite of products supports every stage of the Data Activation Lifecycle:

  • Collection: Event Stream and Cloud Extract ETL pipelines make collecting data from every website, mobile app, or SaaS tool easy.
  • Unification: RudderStack Profiles leverages the standardized schemas from its data pipelines to significantly reduce the time it takes to build a customer 360, including an identity graph and rich customer features.
  • Activation: RudderStack's Reverse ETL pipeline delivers the Profiles and user features to downstream destinations to trigger marketing automation, drive real-time analytics, and deliver personalized experiences.

RudderStack makes data integration easy with integrations for over 15 SDKs, over 200 cloud tools, and 8+ leading data warehouses and data lakes, including Snowflake, Databricks, and Amazon Redshift. RudderStack also offers powerful, developer-friendly features for data transformation and data governance.

With RudderStack, you can collect and integrate trustworthy, real-time customer data, unify every customer data point to create a true Customer360, and activate real-time data and complete profiles across your entire stack to deliver value across the business.

Real-Time activation and integration

RudderStack's real-time activation capabilities create a foundation for timely customer engagement. Businesses gain a holistic view of customer journeys by unifying data sources and seamlessly integrating with industry-leading platforms such as Braze, Salesforce Marketing Cloud, and Adobe Analytics. This empowers them to respond promptly and effectively to customers' behaviors.

Data security

Data security and compliance are key priorities for RudderStack. The platform prioritizes implementing robust measures to ensure data safety while adhering to relevant regulations.

RudderStack allows businesses to handle customer profiles effectively, enforce privacy policies and ensure compliance with regulations. This helps build trust with customers while adhering to industry standards.

Identity resolution

A notable strength of RudderStack is its ability to resolve identities, mapping unique identifiers to individual user records. This provides a comprehensive view of customer interactions, empowering businesses to optimize their engagement strategies.

RudderStack's versatility is evident across various use cases, ranging from machine learning-driven campaigns to customer behavior analysis. RudderStack revolutionizes data activation by enabling businesses to deliver exceptional customer experiences. Through real-time engagement, seamless integration, and data governance, RudderStack unlocks the full potential of data for growth and excellence.

Data Collection through RudderStack vs. Heap Data Platform

Efficient data collection forms the foundation for successful customer engagement in today's dynamic data management landscape. RudderStack and Heap are two players that provide this functionality. Let's explore how these platforms compare in terms of data collection capabilities so that businesses can make informed decisions to drive growth.

RudderStack enabling seamless data collection

When it comes to collecting data seamlessly, RudderStack stands out. RudderStack provides 15+ Open-Source SDKs to collect data from various sources such as web apps and mobile apps built in diverse technologies. You can also collect data from 15+ cloud sources in real-time and from 35+ cloud sources in batches. You can then send this data to 10+ warehouses and 200+ cloud destinations using the integrations built in RudderStack.

Designed with security and compliance as top priorities, RudderStack places a strong emphasis on protecting user data.

Unlike many other platforms, RudderStack ensures that your data is not stored, giving you complete ownership and transparency. We prioritize security through industry-leading features like Single Sign On (SSO) compatibility, SSH tunnel encryption, and robust permissions management. RudderStack also provides an Open Source version of the data plane that anyone can use for free.

Heap CDP data collection features

Heap platform streamlines data collection through features like Autocapture, which automatically records all user interactions such as clicks and form submissions without manual setup. The platform's unique ability to define events and identify users retroactively on the collected data allows for comprehensive analysis of past user behaviors. Additionally, it offers robust data management features like Funnel Analysis and User Segmentation, aiding in organizing and analyzing user interaction data effectively. The Data Foundation feature ensures granular tracking of every digital interaction, forming a solid base for data analysis. Moreover, with Heap Connect, businesses can easily transfer the collected behavioral data to cloud data warehouses for further analysis, embodying a holistic approach to data collection and analysis, thereby facilitating data-driven decision-making across various industries.




Event Tracking

Real-Time Data Collection

SDK Sources

15+ Open Source SDKs for web, mobile, server

9 SDKs for web and mobile (via Autocapture product)

Cloud Sources

Yes (50+ real-time and batched sync sources)

Yes (40 sources supported)

Cloud Destinations

200+ built-in integrations for cloud destinations

Not specified but a limited no. of cloud destinations might be supported

Warehouse/Lake Destinations

10+ built-in integrations for data warehouses/lakes

5 data warehouses supported

Event Transformations

Yes, event data can be transformed before sending to destination using Javascript/Python code

Limited (can add labels to event data)

Data Unification through RudderStack vs. Heap

Data consolidation plays a crucial role in the process of converting data into actionable insights. RudderStack and Heap have different approaches when it comes to unifying data, catering to the diverse needs of businesses aiming to bring together their data sources for informed decision-making.

RudderStack takes a streamlined approach to data unification by leveraging a warehouse native architecture. This ensures that data is unified without any duplication or inconsistencies. By building on top of your existing data warehouse, RudderStack simplifies the process and empowers businesses to create a single, accurate data source.

Heap stores a comprehensive and coherent view of customer interactions across various touch points via Autocapture creating unique identities for users across sessions, you can add product and purchase data via Heap Connect integrations, incorporating additional user properties to events. This data can then further be sent to your warehouse via Heap connect



Heap Data Platform

Centralized Data Pipeline

Not directly (Source to Heap via Autocapture and then Heap to your warehouse via Heap Connect)

Identity Resolution

via RudderStack Profiles

Limited (not straightforward)

Unified Customer View

via Customer 360 table

Limited (not straightforward)

Accurate Analytics


Yes (multiple products including Charts and Dashboards)

Data Activation through RudderStack vs. Heap

RudderStack’s warehouse-first approach makes it a flexible and scalable solution for data activation. RudderStack’s governance tools ensure that clean event data is collected while enforcing governance throughout the entire pipeline.

With a range of powerful tools designed for event tracking, custom tracking plans, and event metadata APIs, RudderStack enables marketing teams to execute targeted campaigns effectively.

On the other hand, Heap utilizes the collected data for its insights related internal products such as Journey, Charts, Dashboard, etc. Using Heap Connect, you can send data to limited no. of warehouses. This is instrumental in not only improving data accessibility and operational use across various sectors within an organization but also in enhancing user engagement, thereby contributing to better business decision-making and improved customer experiences​.




Data Warehouse as Source

Provided via Reverse ETL

Provided via Heap Connect

Real-time Analytics

Enabled through data routing

Real-time data utilization

Audience Building

Personalized Marketing

Enabled through data routing

Enabled through Heap Connect

Data Routing to Destinations


Cross-Platform Activation

Data privacy and governance - comparing RudderStack and Heap

In today's data privacy-conscious era, establishing robust data governance is crucial for businesses aiming to foster trust with their customers. Both RudderStack and Heap are leading platforms that prioritize data privacy and governance. Let's explore their approaches and compare how they ensure secure and compliant data management.

RudderStack - Ensuring Data Privacy and Governance

At the heart of RudderStack's commitment to data privacy and governance lies its security-first approach. It operates without storing user data, granting businesses complete ownership over their information while ensuring transparency. With compliance certifications such as SOC 2 Type 2 and adherence to HIPAA and GDPR requirements, RudderStack instills confidence in users that their data is handled with the utmost care.

Heap offers a robust suite of data privacy and governance features ensuring streamlined, secure, and compliant data management. Key features include a no-code approach for configuring privacy settings, Managed SCIM and Audit Logs for enhanced data privacy, and compliance with international data privacy regulations like GDPR, CCPA, and HIPAA.

For data governance, Heap provides tools for complete data organization, robust access control, automated governance workflows, and a lifecycle approach to transform events from data bits into insightful information. These features cater to various organizational sizes, promoting data consistency, security, and compliance with regional and international data privacy laws, thereby positioning Heap as a comprehensive solution for data governance and privacy​.




Regulatory Compliance

SOC2 Type 2




User Consent Management

Secure Data Collection

encrypted in-transit

encrypted in-transit

Pricing comparison - RudderStack and Heap

Comparing the pricing models of RudderStack and Heap provides valuable insights into their affordability and suitability for different business scales. RudderStack's pricing is designed to be transparent and flexible, catering to the needs and budgets of startups, small businesses, and enterprises. This ensures that businesses can access the power of RudderStack's data activation without financial constraints. On the other hand, Heap does provide info about different tiers but it does not publicly provide information about the exact amount for each tier that a customer will have to pay.

Pricing Tier




$0 (unlimited events)

Not provided


$0 (1 million monthly events)

$0 (10k sessions/month)


$500/month (for 3M events)

Not specified


Custom Pricing

Custom Quote


When it comes to Customer Data Platforms (CDPs), RudderStack stands out as the clear winner in terms of exceptional data activation capabilities. Businesses looking for powerful data activation capabilities can confidently rely on RudderStack as their preferred choice among CDPs.

RudderStack empowers marketers, and every other team in the business, by seamlessly turning insights into actionable strategies, enabling them to optimize campaigns, effectively engage customers and drive business growth.

Unparalleled Real-Time Activation

RudderStack stands out in its ability to activate data in real-time. Through tools for event tracking, custom tracking plans, and APIs for event metadata, businesses can promptly execute targeted campaigns and take necessary actions.

Effortless Data Integrations

RudderStack offers integrations with hundreds of leading platforms including Salesforce, Hubspot, Klaviyo, Braze, Marketo, and Adobe Analytics. These integrations ensure a comprehensive understanding of customer journeys for your business. This enables businesses to respond quickly to changes in customer behavior.

Trustworthy Data Governance

RudderStack is committed to data privacy and governance, which sets it apart from others. Its compliance with SOC 2 Type 2 standards and adherence to HIPAA and GDPR regulations instills confidence in its secure handling of data.

Flexible and Transparent Pricing

RudderStack offers transparent pricing options suitable for businesses of all sizes. This ensures that advanced data activation is accessible without any financial limitations.

RudderStack’s commitment to real-time activation, seamless integration, data governance, and transparent pricing gives marketers powerful tools to execute targeted campaigns promptly, ensures a comprehensive understanding of customers' needs, and prioritizes data security. Moreover, its event based pricing structure makes advanced data activation accessible to businesses of all sizes without financial constraints.

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