Supermetrics vs Salesforce Marketing Cloud Intelligence Comparison Review: Which Is the Best?

Supermetrics and Marketing Cloud Intelligence are tools that help marketers with data integration and marketing analytics. Straight up, you must know that the focus of Supermetrics is data integration while the focus of Salesforce Marketing Cloud Intelligence is actually marketing intelligence. Data integration involves data mapping or shaping and then moving it from a source, which is usually a marketing app, to a destination like a database. Marketing intelligence, on the other hand, involves creating marketing reporting dashboards. Understanding the difference between data integration and marketing intelligence is important because it helps you understand how Supermetrics is different from Salesforce Marketing Cloud Intelligence. Here are some differences we learned from our testing of the two platforms:

	Supermetrics	Salesforce Marketing Cloud Intelligence
Data source connectors	150+	170+
Data mapping feature	Yes	Yes
Starting price	EUR 29	USD 3,000
Free trial	Yes	Yes
Free forever plans	No	No
Unlimited users on all plans	No	No
Use all destinations with all plans	No	No
Database destinations pricing independent of data row count	No	No
G2 Rating	4.4	4.2

Table of content

Salesforce Marketing Cloud Intelligence Overview
Supermetrics Overview
Who Are Supermetrics and Marketing Cloud Intelligence For?
Supermetrics vs. Marketing Cloud Intelligence: Data Source Connectors
Supermetrics vs.Marketing Cloud Intelligence: Data Destinations
Supermetrics vs. Marketing Cloud Intelligence: Pricing
Supermetrics vs.Marketing Cloud Intelligence: Rating
Supermetrics vs. Marketing Cloud Intelligence: Security & Reliability
Marketing Cloud Intelligence vs Supermetrics: Ease of Use
Supermetrics vs. Marketing Cloud Intelligence: Support
Summary

Salesforce Marketing Cloud Intelligence Overview

Salesforce Marketing Cloud Intelligence, referred to as Marketing Cloud Intelligence and formerly known as Datorama, is a marketing intelligence platform that delivers data integration, movement, and analytics in one platform. In simple words, Salesforce Marketing Cloud Intelligence is built for marketing intelligence. When using the platform, your data integrations end directly in the marketing dashboards. That is why the platform is defined as a marketing intelligence platform. If you want to integrate data to other destinations, like databases, you can still do that by exporting your data from Salesforce Marketing Cloud Intelligence to your preferred database.

For users who are keen on data integrations, Salesforce Marketing Cloud Intelligence adds a layer of complexity because you have to go through the dashboard before exporting your data to database destinations. Salesforce Marketing Cloud Intelligence is, however, valuable for those who want to analyze the marketing data directly.

Salesforce Marketing Intelligence Cloud has 170+ prebuilt data source connectors, but its leading destination is the Marketing Cloud on Salesforce. Note that Marketing Cloud is another Salesforce product focusing on managed cloud storage services.

Salesforce Marketing Cloud Intelligence enables data mapping in the Harmonisation Center where data mapping is completed using AI and Machine Learning. The data mapping features in the Harmonisation Center identify the dimensions and measures in your data and prepare it for visualization and analytics in the dashboard. Here is a brief overview of the connector as explained on the website.

Supermetrics Overview

Supermetrics is a platform that supports marketing analytics by creating better data in a single source of truth. Creating better data means that Supermetrics does not just integrate data into one file or storage location. Instead, data mapping features in Supermetrics help shape the data so that relations, linkages, and connections between different datasets can be visualized. That means Supermetrics does not just move data from point A to point B. Rather, Supermetrics shapes your data so that it is analytics-ready on export.

Data mapping is just a byproduct of what Supermetrics focuses on. That is, extracting, transforming, and loading data from 150+ data apps to about 16 destinations, including business intelligence destinations, spreadsheets, and databases. The four major data destinations in Supermetrics are Looker Studio, Google Sheets, Microsoft Excel, and Power BI. The wide variety of data sources and destinations is the reason why Supermetrics is a popular data integration platform. It is important to highlight here that Supermetrics enables API access through Supermetrics API. Set up your data connections by creating an account on Supermetrics and heading to the Supermetrics hub. Here are a few destinations that you can begin with when setting up your account, and you can start with a free trial.

Who Are Supermetrics and Marketing Cloud Intelligence For?

Supermetrics and Marketing Cloud Intelligence are tools for marketers. The platforms are powerful for integrating marketing data from multiple sources and powering marketing intelligence. Supermetrics has 150+ data source connectors for all the popular digital marketing platforms. Salesforce Marketing Cloud Intelligence, with an equally large number of data source connectors at 170, will connect to all major advertising, CRM, e-commerce, and database systems. Salesforce Marketing Cloud Intelligence is a more specialized marketing analytics data integration platform with AI and machine learning models trained to integrate marketing data intelligently. As such, the users of Salesforce Marketing Cloud Intelligence are large organizations that need technical, AI, and Machine Learning support to shape and analyze extra-large datasets.

Salesforce Marketing Cloud Intelligence is suitable for large, data-intensive organizations. The platform’s pricing is steep, and the data volumes handled are commensurate and immense. Having tested the system, our analysis shows that it is only the organizations with very large datasets that would find value for money in the pricing of Salesforce Marketing Cloud Intelligence.

Supermetrics is most suitable for SMEs. The pricing for data integrations into Looker Studio, Power BI, Google Sheets, Excel, and BigQuery makes the platform appropriate for SMEs. However, we also know that large organizations can equally generate value from the Supermetrics connectors when using the Enterprise plan.

Supermetrics vs. Marketing Cloud Intelligence: Data Source Connectors

Supermetrics has 150+ data source connectors. The most popular connectors include Facebook Ads, LinkedIn Ads, Instagram Insights, Google Ads, and Google Analytics 4. To simplify the finding of data source connectors, Supermetrics categorizes them. Some popular categories include SEO, social media, web analytics, paid media, affiliate marketing, and e-commerce.

A study of the data source connectors on Supermetrics indicates premium connectors. Premium connectors are not accessible with most pricing plans; you may be charged higher for them. Standard connectors on the platform are labeled the most popular. There are also connectors under development, but you can get early access. The screen below captures some of the most popular connectors on Supermetrics. Note that the Marketo connector is also labeled premium.

Supermetrics Overview

Salesforce Marketing Cloud Intelligence has 170+ data source connectors, including Facebook Ads, Criteo, Google Ads, Google Analytics4, and Gartner. From our analysis, you get access to all data source connectors at all pricing levels. There are no premium connectors, but you must select and set up the data connectors at the beginning of your data integration plan. Changing the data source connectors after the initial setup is not only difficult but also expensive. You would also need to work with Salesforce support to effect changes to data sources.

Supermetrics vs. Marketing Cloud Intelligence: Data Destinations

Supermetrics exports data to about 16 destinations, including Supermetrics API access. However, four dominant destinations include Looker Studio, Google Sheets, Microsoft Excel, and Power BI. The top four destinations are the only destinations to which you can export data based on the pricing plans presented by Supermetrics. Only the Enterprise pricing plan allows destinations other than the four above, and the price would be well above EUR 999.

Destination pricing on Supermetrics is independent of data row count, except for database destinations. Database destinations are only available on the highest-priced plan, the Enterprise plan, whose price is expected to be well above EUR 999 per month. Under the Enterprise plan, the user negotiates a custom data plan. Hence, the price is customized to the customer’s needs. It is important to note that all destinations are unavailable on all pricing levels.

Focusing on Salesforce Marketing Cloud Intelligence, the main destination is the platform itself. That is because Salesforce Marketing Cloud Intelligence is a market analytics platform. It is not meant to integrate data and send it to destinations like databases. This is why you will notice that Salesforce does not discuss the data destinations for the Salesforce Marketing Cloud Intelligence. In any case, the destination that the platform uses is Marketing Cloud, which is a separate product of Salesforce.

If you need to export data to a database, you need to export it from Salesforce Marketing Cloud Intelligence to your destination. That destination is usually a database like Snowflake or BigQuery. The process of exporting your data to a database can be a little complicated, and you may need technical database management skills to do so. It is safe to assert that Salesforce Marketing Cloud Intelligence is not meant to export data to external warehouses, but it can do it anyway. Salesforce Marketing Cloud Intelligence has API access.

Supermetrics vs. Marketing Cloud Intelligence: Pricing

Supermetrics pricing starts from EUR 29 in the Essential plan, up to EUR 159 in the Core plan, and EUR 999 in the Super plan. The price for the Enterprise plan is expected to be significantly above that of the Super plan. The details of what is offered under each pricing plan are presented in the screen below.

Supermetrics prices

Pricing on Supermetrics is tied to the data source connectors and destinations. This means that all connectors and destinations are unavailable at all pricing levels. You can only use up to two destinations in the Super plan and up to 3 in the Enterprise plan. Database destinations are only available with the Enterprise plan.

Salesforce Marketing Cloud Intelligence offers three pricing levels: the Starter plan starts at $3,000 per month and increases to $10,000 per month in the Growth plan. You can also request a custom Plus plan, which would be significantly higher. The pricing plans for Salesforce Marketing Cloud Intelligence are summarized below.

Marketing Cloud Intelligence price

There are two notable differences between Supermetrics and Salesforce Marketing Cloud Intelligence pricing. The first difference is the price level, which positions Salesforce Marketing Cloud Intelligence as a product for large organizations. The second difference is that the pricing is based on data row count and number of users. The Starter plan is for clients with up to 3 million rows. The Growth plan is for clients with up to 20 million data rows. The Plus plan is for organizations that process up to 100 million data rows. All pricing and data volume calculations are monthly.

Supermetrics vs. Marketing Cloud Intelligence: Rating

Supermetrics has a rating of 4.4. Salesforce Marketing Cloud Intelligence has a rating of 4.2. Verified users feel better about Supermetrics than Salesforce Marketing Cloud Intelligence, hence the difference in ratings. Various factors, including the cost of the data integration services and ease of use, underscore the ratings. Supermetrics has both lower cost and ease of use. Salesforce Marketing Cloud Intelligence information is not shared adequately on the platform’s website. Users interested in the platform may face difficulties accessing the right information about Marketing Cloud Intelligence. Such challenges contribute to lower ratings for the platform.

Supermetrics rate

Salesforce Marketing Cloud Intelligence rate

Supermetrics vs. Marketing Cloud Intelligence: Security & Reliability

Supermetrics and Marketing Cloud Intelligence are reliable platforms as far as security features are concerned. Both platforms have SOC Type 2 compliance and also offer single sign-on features. The impact is that data is secure. Further, the platforms have GDPR and HIPAA badges, showing compliance with the advanced data security standards. Overall, this analysis indicates that the two platforms are secure and reliable.

Marketing Cloud Intelligence vs Supermetrics: Ease of Use

Having many pre-built connectors is a key factor influencing the ease of use of the data integration platforms. Both platforms have a large number of data source connectors. Hence, they are considered easy to use with regard to the extraction of data from sources. The platforms also have data mapping features. In Salesforce Marketing Cloud Intelligence, the data mapping feature is powered by AI. Further, the platform has in-built models to assist with further shaping and analysis of the data in The Harmonisation Center. The data mapping feature in Supermetrics only enables users to easily compute new variables, metrics, and dimensions.

The point at which Salesforce Marketing Cloud Intelligence differs from Supermetrics in ease of use is the exporting of data to destinations. If you need to transfer data to a database destination, Supermetrics is simple and easy to use. As for Salesforce Marketing Cloud Intelligence, sending data to databases is a bit technical.

Supermetrics vs. Marketing Cloud Intelligence: Support

Supermetrics has a Support Center that you can access through the website. When logged in with your Supermetrics Hub account, you can create support tickets and monitor the resolution of the tickets. Supermetrics also has a resource center designed to help you answer most questions about your connectors. In addition to the resources, you can access standard support features, including chat and email. Users on Super and Enterprise plans get access to additional support with a Customer Success Manager and a Personal Success Plan added to the two plans, respectively.

Support on Salesforce Marketing Cloud Intelligence needs to be clearly defined. However, you can contact the company by requesting a call, emailing, or chatting directly from the Salesforce website. Additionally, Salesforce provides a phone number where you can call for support. The nature of support for Salesforce Marketing Cloud Intelligence needs to be specified because the platform is one of many features and products that Salesforce offers. Hence, the company must create a support package specific to Marketing Cloud Intelligence. Overall, the support you get for Marketing Cloud Intelligence is standard support you can access on Salesforce.

Summary

Our comparison of Supermetrics and Salesforce Marketing Cloud Intelligence shows the two platforms have an adequately large number of data source connectors. Supermetrics Has 150+ while Marketing Cloud Intelligence has 170+. The two platforms are good at integrating marketing analytics. In Supermetrics, data integration is simplified by the data mapping features that streamline data shaping. In Supermetrics Marketing Cloud Intelligence, data shaping is completed using AI and machine learning models. The two platforms export data to various destinations, including databases. The common destinations on Supermetrics are Google Sheets, Power BI, and Looker Studio, with the most popular database destination being BigQuery. On Salesforce Marketing Cloud Intelligence, the most popular destination is the native Marketing Cloud storage on the platform. Exporting data to database destinations using Salesforce Marketing Cloud Intelligence is complex and technical because the platform is built for marketing intelligence, not data integrations.

Supermetrics and Salesforce Marketing Cloud Intelligence differ significantly in their pricing models. While the highest-priced plan on Supermetrics charges EUR 999, the starting price on Salesforce Marketing Cloud Intelligence is $3,000, with the next plan charging $10,000 monthly. The platforms’ pricing, destinations, and data handling capacities indicate that Supermermetrics is suitable for the marketing needs of SMEs, though large organizations can also generate value from the platform. Salesforce Marketing Cloud Intelligence is appropriate for the marketing needs of large business organizations.

If your choice is wider than Supermetrics or Salesforce Marketing Cloud Intelligence, consider the Windsor.ai data integration platform. Windsor.ai builds codeless connectors that are easy to use and competitively priced. Test the connectors for 30 days without any charges to determine how well Windsor.ai meets your data needs.