When evaluating Amperity vs. ActionIQ, it’s important to understand that these platforms were designed for different priorities.
ActionIQ positions itself as a marketer-focused CDP, with strengths in journey orchestration and campaign management. However, it has weak identity resolution, limited data foundation capabilities, and narrow cross-team adoption.
Amperity, by contrast, is an AI-powered, enterprise-grade CDP built for scale, accuracy, and cross-functional value — unifying raw, messy data into a trusted Customer 360 that powers marketing, analytics, IT, and customer experience.
Pros and Cons of ActionIQ
Founded in 2014, ActionIQ (AIQ) markets itself as a smart-hub CDP for marketers. It focuses heavily on segmentation, orchestration, and customer journeys.
Strengths:
Strong campaign orchestration & journey design capabilities
Services team well-regarded, offering support for marketers
Good for basic marketing teams that want to avoid IT involvement
Limitations:
Weak identity resolution: “PersonMatch” is not enterprise-grade; relies on partnerships (Neustar, Merkle, Data Axle)
Limited data foundation: Cannot ingest or unify messy offline + online data at enterprise scale
Not built for IT/analytics: No SQL access, limited value for technical users
Overlap with other tools: Competes with Braze, Salesforce, and other orchestration platforms
Uncertain future: ActionIQ was recently acquired by Uniphone, a company focused on contact centers, not the needs of marketers
Why Amperity
Amperity is the most comprehensive AI-powered enterprise CDP, designed to unify and activate customer data at scale. Unlike AIQ, it solves the foundational problem first: making data usable, accurate, and trusted across the enterprise.
Key strengths:
Patented AI/ML identity resolution (AmpID): Creates an an identity keychain across billions of records
Complete Customer 360 (Amp360): Prebuilt and predictive attributes, enterprise-grade segmentation and insights
Schema-free ingestion: No ETL required; onboard raw data from any source in days
Enterprise scale: Petabyte processing, syncing 15B+ profiles daily for Fortune 500 brands
Cross-team usability: Built for IT, analytics, and marketing alike — not just marketers
Compare Amperity vs. ActionIQ
Capability | Amperity | ActionIQ |
Identity Resolution | AI/ML-powered, patented AmpID; stable IDs | Rules-based PersonMatch; relies on Neustar/Merkle |
Customer 360 | Complete, scalable, transparent | Narrow; limited offline data; siloed |
Data Ingestion | Schema-free; raw ingest, no ETL | Requires structured data; AWS-only hosting |
Activation | Predictive segmentation, insights, paid media scale | Strong journey orchestration; overlaps with Braze/SFMC |
Ease of Use | Cross-team (IT, analytics, marketing) | Primarily marketer-focused; limited IT/analyst access |
Scale | Proven with Fortune 500 brands, petabyte data sets | Mid-market and smaller enterprise brands |
Implementation | 150-day pilot model; flexible deployment (AWS or Azure) | Fixed AWS-only; limited deployment options |
When to Choose Amperity vs. ActionIQ
Choose ActionIQ if:
Your main need is basic marketer journey orchestration
You are willing to rely on separate ID resolution vendors for identity accuracy
You prioritize marketer UX over IT/analytics adoption
You want to manage risk of slow innovation, shifting focus to conversational AI, or integration-led disruption
Choose Amperity if you need to:
Unify raw, fragmented data across channels and systems at enterprise scale
Deliver a trusted, cross-functional Customer 360 for IT, analytics, and marketing
Achieve the highest-quality identity resolution without dependency on third-party vendors
Maximize ROI with a foundation that improves marketing reach, segmentation, and business-wide data usage
Future-proof your stack with cloud-agnostic deployment and flexible integrations
Partner with a stable, independent partner
