When evaluating Amperity vs. Treasure Data (TD), it’s important to recognize that the two platforms have very different foundations.
Treasure Data markets itself as a highly flexible CDP with strong connectors, real-time personalization, and “Treasure Boxes” for analytics. However, it struggles with identity resolution, scalability, and ease of use for non-technical teams.
Amperity, by contrast, is an AI-powered, enterprise-grade customer data platform (CDP) built to solve the hardest data problem first: turning raw, siloed data into a trusted, unified foundation for marketing, analytics, and customer experience.
Pros and Cons of Treasure Data
Treasure Data began as a low-cost data warehouse and has evolved into a CDP offering connectors, machine learning, and activation features.
Strengths:
Large integration network: 180+ prebuilt connectors
Real-time personalization: Strong API-driven use cases for web/app
Partner ecosystem: Deloitte and other SIs deliver packaged implementations
Flexible architecture: Can be adapted for many use cases with engineering effort
Limitations:
Weak identity resolution: Rules-based, reliant on Neustar/Acxiom partnerships
Engineering-heavy: Treasure Boxes and modeling require SQL and customization
Usability gaps: Marketer UI demos well, but most customers need services to execute
Scaling issues: Platform strains with large enterprise data volumes
Hidden costs: Seat licenses for reporting and profile limits add up quickly
Why Amperity
Amperity is the most comprehensive AI-powered enterprise CDP, designed to unify raw, messy customer data and transform it into a complete, trusted customer 360.
Key strengths:
AI-powered identity resolution: Patented ML creates an an identity keychain across billions of records
Complete customer 360: 100s of prebuilt & predictive attributes, out-of-the-box insights
Schema-free ingestion: Bring in data from any source — no ETL or schema planning required
Enterprise-proven scale: Used by Fortune 500 brands, processing petabytes of data and syncing 15B+ profiles daily
Cross-team usability: IT, analytics, and marketing teams all work from the same trusted data foundation
Compare Amperity vs. Treasure Data
Capability | Amperity | Treasure Data |
Identity Resolution | Patented AI/ML; stable universal IDs | Rules-based; dependent on Neustar/Acxiom |
Customer 360 | Complete with prebuilt & predictive attributes | Requires SQL modeling; unstable identity graph |
Data Ingestion | Schema-free; raw ingest, no ETL | Connector-heavy; Treasure Boxes require engineering |
Activation | Enterprise-scale syncs; predictive segmentation | Strong personalization APIs; 180+ connectors |
Ease of Use | Marketer, analyst, and IT friendly | Technical-heavy; marketers require services support |
Scale | Proven at petabyte scale, Fortune 500 trusted | Strains under heavy enterprise data volumes |
Implementation | 90-day pilot model; Amperity or partner-led | 16+ week SI-led implementation cycles |
Pricing | Premium, transparent ROI (505% Forrester TEI) | Aggressive entry pricing; hidden seat & profile costs |
When to Choose Amperity vs. Treasure Data
Choose Treasure Data if:
You want real-time personalization APIs above all else
Your team has significant in-house data engineering resources
You are prioritizing short-term cost savings over long-term ROI
Choose Amperity if you need to:
Unify raw, fragmented customer data from all sources (online & offline)
Resolve identities accurately and consistently at enterprise scale
Deliver a trusted, enterprise-ready customer 360 for IT, analytics, and marketing
Future-proof your data foundation with transparent governance and enterprise-scale performance
Maximize ROI and adoption across the business (Amperity TEI ROI = 505%)
