Marketo vs Teradata comparison

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Marketo

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Executive SummaryUpdated on Oct 6, 2024

Teradata and Marketo compete in the realms of data analytics and marketing automation. Marketo has the upper hand due to its focused marketing automation features catering directly to marketing professionals.

Features: Teradata provides strong analytics capabilities, data integration, and scalability. Marketo offers comprehensive marketing automation tools, campaign management features, and data visualization options.

Room for Improvement: Teradata could enhance its real-time analytics, simplify the user onboarding process, and improve user interface design. Marketo should focus on improving its reporting functions, data visualization capabilities, and expand its integration options.

Ease of Deployment and Customer Service: Teradata's deployment is complex but it offers reliable customer support throughout. Marketo provides easier deployment but needs to improve its customer service response times.

Pricing and ROI: Teradata's higher setup costs affect long-term ROI. Marketo tends to deliver a quicker ROI with lower initial costs, making it a more attractive option for businesses seeking immediate marketing benefits.

To learn more, read our detailed Marketo vs. Teradata Report (Updated: December 2024).

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Marketo vs. Teradata

December 2024

Helped 824,067 peers since 2012

Categories and Ranking

Marketo

Ranking in Marketing Management

5th

Average Rating

8.4

Number of Reviews

Ranking in other categories

Marketing Automation (3rd)

Teradata

Ranking in Marketing Management

6th

Average Rating

8.2

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

Customer Experience Management (5th), Backup and Recovery (19th), Data Integration (18th), Relational Databases Tools (7th), Data Warehouse (3rd), BI (Business Intelligence) Tools (10th), Cloud Data Warehouse (6th)

Featured Reviews

PradeepKumar25

Associate Manager at Tech Mahindra Limited

Useful for lead capture and engagement across social media platforms

Before Marketo, I worked on the Oracle Eloqua platform, both B2B-based. Currently, I'm working on Salesforce Marketing Cloud. So, these are the three platforms on which I have good hands-on expertise. One key reason platforms like Salesforce Marketing Cloud are gaining traction is that they invest in marketing campaigns. They conduct many virtual and live events, aggressively marketing their products. This strategy convinces C-suite executives to buy into and implement the Salesforce platform, something that other bigger platforms lack. Most companies are migrating to Salesforce. I've migrated one of my projects from Marketo to Salesforce and encountered many opportunities where companies want to migrate from Marketo, HubSpot, or Oracle Eloqua to Salesforce. I've worked on Oracle Eloqua, which is also a B2B platform, and I've also worked on Marketo. The lead scoring, table structure, and rules we apply are quite straightforward compared to Marketo. In Marketo, it's a bit clumsy. Regarding lead scoring or moving leads through the sales funnel, Oracle Eloqua is better, but it's a bit pricey. So, Marketo ranks second in lead scoring or managing leads, and it highly depends on the respective CRM. The tool tracks significant events, such as form fills on websites or social media handles. All this data is captured and stored in Marketo for analysis. Marketo Analytics is connected with Adobe Analytics. This integration offers detailed reports on total clicks, views, form fills, subscriptions, lead conversions, and more. It's straightforward compared to Oracle Eloqua, which has its own Oracle Business Intelligence suite.Marketo's reporting tools are easy to use, making it a plug-and-play solution for anyone.

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SurjitChoudhury

Data engineer at Cocos pt

Offers seamless integration capabilities and performance optimization features, including extensive indexing and advanced tuning capabilities

We created and constructed the warehouse. We used multiple loading processes like MultiLoad, FastLoad, and Teradata Pump. But those are loading processes, and Teradata is a powerful tool because if we consider older technologies, its architecture with nodes, virtual processes, and nodes is a unique concept. Later, other technologies like Informatica also adopted the concept of nodes from Informatica PowerCenter version 7.x. Previously, it was a client-server architecture, but later, it changed to the nodes concept. Like, we can have the database available 24/7, 365 days. If one node fails, other nodes can take care of it. Informatica adopted all those concepts when it changed its architecture. Even Oracle databases have since adapted their architecture to them. However, this particular Teradata company initially started with its own different type of architecture, which major companies later adopted. It has grown now, but initially, whatever query we sent it would be mapped into a particular component. After that, it goes to the virtual processor and down to the disk, where the actual physical data is loaded. So, in between, there's a map, which acts like a data dictionary. It also holds information about each piece of data, where it's loaded, and on which particular virtual processor or node the data resides. Because Teradata comes with a four-node architecture, or however many nodes we choose, the cost is determined by that initially. So, what type of data does each and every node hold? It's a shared-no architecture. So, whatever task is given to a virtual processor it will be processed. If there's a failure, then it will be taken care of by another virtual processor. Moreover, this solution has impacted the query time and data performance. In Teradata, there's a lot of joining, partitioning, and indexing of records. There are primary and secondary indexes, hash indexing, and other indexing processes. To improve query performance, we first analyze the query and tune it. If a join needs a secondary index, which plays a major role in filtering records, we might reconstruct that particular table with the secondary index. This tuning involves partitioning and indexing. We use these tools and technologies to fine-tune performance. When it comes to integration, tools like Informatica seamlessly connect with Teradata. We ensure the Teradata database is configured correctly in Informatica, including the proper hostname and properties for the load process. We didn't find any major complexity or issues with integration. But, these technologies are quite old now. With newer big data technologies, we've worked with a four-layer architecture, pulling data from Hadoop Lake to Teradata. We configure Teradata with the appropriate hostname and credentials, and use BTEQ queries to load data. Previously, we converted the data warehouse to a CLD model as per Teradata's standardized procedures, moving from an ETL to an EMT process. This allowed us to perform gap analysis on missing entities based on the model and retrieve them from the source system again. We found Teradata integration straightforward and compatible with other tools.

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Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"The most valuable features are the Marketo emails, both sending and tracking."

"The smart campaign looks quite interesting and useful."

"I like that the solution is flexible."

"One feature I like is the user interface. Compared to other tools I've used, it's much more friendly and easy to navigate. Additionally, it offers a wide range of features, which makes tasks like segmenting data much simpler."

"The main highlights of Marketo are its support structure, the documentation available, and the features mainly related to forms, landing pages, and leads. Although other platforms like Oracle Eloqua have similar features, Marketo's support structure, lead generation, and segmentation features are easier than those of different platforms."

"The most valuable feature of this solution is Smart Campaigns."

"The most valuable feature is the scoring."

"One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without their consent. Firstly, the Marketo Insights system will highlight new customer segments that I should engage with."

More Marketo pros

"Cuts time to process huge amounts of data with efficient analytical queries."

"I've never had any issues with scalability."

"Teradata has good performance, the response times are very fast. Overall the solution is easy to use. When we do the transformation, we have all of our staging and aggregation data available."

"Teradata solutions help organizations reduce IT, operations, and maintenance costs; enhance on-time delivery of products and services."

"Teradata's capabilities enhance data management efficiency, support scalability, and contribute to faster query performance."

"Things have started moving faster in my company, such as data retrieval happens more quickly."

"Teradata can be deployed on-premise, on the cloud, or in a virtual machine, which means customers can move without having to create their architecture all over again."

"It has massive parallel processing ability to do large amounts of concurrent querying."

More Teradata pros

Cons

"One limitation is the user limit. For bigger organizations with large audience sizes exceeding, let's say, 500k, the solution may not be as efficient as larger enterprise platforms like Salesforce or Oracle Eloqua. However, Marketo is one of the best platforms for mid-scale and small-scale organisations."

"Segmentation in Marketo is limited to a maximum of 20 segments. Depending on the company's specific needs, these segments can be based on various attributes such as company, industry, or other values. Sometimes, there's a lag when sending data from Marketo to any CRM. It can take around five to fifteen minutes for the report to sync."

"There is a bit of room for improvement in the level-one support team. It relies too much on documentation."

"Based on my clients ' comments, there is room for improvement in Marketo. For instance, Oracle's Eloqua had much larger databases than Marketo a few years ago, handling millions of records. Marketo has been catching up but doesn't hold the most extensive possible databases. This is less of an issue for B2B, but for B2C customers, who have millions of records, It also lacks features of HubSpot, which should be incorporated. Marketo could benefit from supporting more extensive databases and incorporating some of HubSpot's features. HubSpot is cheaper, and while Marketo is not the most expensive, it's not the least. They would be a better competitor to HubSpot if their pricing were lower. These products are typically priced per user per month."

"I had an issue while integrating JavaScript with forms. When you embed JavaScript, you can either embed it in a landing page or some other self-contained management system like WordPress. Currently, it provides you access to CSS, where you can customize your form design, but there is no option for JavaScript modification for a particular form. This area needs to be improved where you can integrate JavaScript, and it has the JavaScript functions for that particular form. There are a lot of other areas of improvement. In the design area, they can give us more testing options instead of relying on email testing alone. It would be great if they can provide responsive testing where email clients can be tested within Marketo. It would be also helpful if they can implement some in-built options for users or forms for blocking a generic email ID such as Yahoo or Gmail. Similarly, it would be helpful to have JavaScript features and forms as well as the option to add Google analytics and a header and footer for the landing pages."

"Its APIs need to be more flexible because there are some things that are not available in the API."

"Customer support could be more helpful."

"Marketo should give more power to the users for data manipulation."

More Marketo cons

"The tool's flexibility and capacity for expansion are areas of concern where improvements are required."

"The cloud is the new challenge and the new opportunity."

"Data ingestion is done via external utilities and not by the query language itself. It would be more convenient to have that functionality within its SQL dialect."

"Teradata's UI could be more user-friendly."

"GUI of administrative tools is really outdated."

"I've been using the same UI for 20 years in Teradata. It could use some updating. Adding more stability around Teradata Studio would be outstanding. Teradata Studio is a Java-based version of their tool. It's much better now, but it still has some room for improvement."

"I would like to see more integration with many different types of data."

"The scalability could be better. The on-premises solution is always more complicated to scale."

More Teradata cons

Pricing and Cost Advice

"Marketo is used a lot because it's cheaper and preferred by many firms."

"Marketo's pricing depends on the number of contacts and the level of features you need. Compared to other platforms like Oracle Eloqua and Salesforce Marketing Cloud, Marketo is generally more affordable. Like other platforms, it offers different packages based on your needs."

"It is expensive. We have a yearly license."

"The pricing is not cheap, but it's not that expensive either."

"The licensing cost usually depends on the users."

"The initial pricing was excellent, but the pricing for renewals is not as good."

"The fee for Marketo includes the number of users and the database size. If we ask for a unique feature, it will cost extra."

"I'm not sure about the cost because I don't get into this aspect. Clients normally take care of that. I only know that it is costly, and I don't think there are any additional costs to the licensing."

More Marketo pricing and cost advice

"Teradata is expensive but gives value for money, especially if you don't want to move your data to the cloud."

"Teradata is not cheap, but you get what you pay for."

"The solution requires a license."

"I am using the free version of Teradata."

"The product cost is high for what the client gets. There may be more cost-effective solutions for small and medium-sized organizations."

"The price of Teradata could be less expensive."

"It's a very expensive product."

"Teradata pricing is fine, and it's competitive with all the legacy models. On a scale of one to five, with one being the worst and five being the best, I'm giving Teradata a three, because it can be a little expensive, when compared to other solutions."

More Teradata pricing and cost advice

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Use our free recommendation engine to learn which Marketing Management solutions are best for your needs.

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Comparison Review

it_user232068

Senior Data Architect at a pharma/biotech company with 1,001-5,000 employees

Aug 5, 2015

Netezza vs. Teradata

Original published at https://www.linkedin.com/pulse/should-i-choose-net Two leading Massively Parallel Processing (MPP) architectures for Data Warehousing (DW) are IBM PureData System for Analytics (formerly Netezza) and Teradata. I thought talking about the similarities and differences…

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Top Industries

By visitors reading reviews

Computer Software Company

21%

Financial Services Firm

13%

Manufacturing Company

Real Estate/Law Firm

Financial Services Firm

26%

Computer Software Company

11%

Manufacturing Company

Healthcare Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

What do you like most about Marketo?

One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without...

What needs improvement with Marketo?

Customer support could be more helpful. The reporting could be better, with more engaging reports and the ability to collaborate more objects, like opportunities. Incorporating AI features similar ...

What is your primary use case for Marketo?

We use Marketo to provide complex solutions that can be easily implemented. It is a great tool for managing lead databases.

Comparing Teradata and Oracle Database, which product do you think is better and why?

I have spoken to my colleagues about this comparison and in our collective opinion, the reason why some people may declare Teradata better than Oracle is the pricing. Both solutions are quite simi...

Which companies use Teradata and who is it most suitable for?

Before my organization implemented this solution, we researched which big brands were using Teradata, so we knew if it would be compatible with our field. According to the product's site, the comp...

Is Teradata a difficult solution to work with?

Teradata is not a difficult product to work with, especially since they offer you technical support at all levels if you just ask. There are some features that may cause difficulties - for example,...

Salesforce Marketing Cloud vs Marketo

Comparisons

Compared 38% of the time

HubSpot Marketing Hub vs Marketo

Compared 16% of the time

Oracle Eloqua vs Marketo

Compared 16% of the time

SAP Marketing Cloud vs Marketo

Compared 8% of the time

Pardot vs Marketo

Compared 3% of the time

More Marketo Competitors

Oracle Exadata vs Teradata

Compared 14% of the time

SQL Server vs Teradata

Compared 13% of the time

Snowflake vs Teradata

Compared 8% of the time

MySQL vs Teradata

Compared 8% of the time

Vertica vs Teradata

Compared 5% of the time

More Teradata Competitors

Product Reports

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Marketo

December 2024

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November 2024

Also Known As

No data available

IntelliFlex, Aster Data Map Reduce, , QueryGrid, Customer Interaction Manager, Digital Marketing Center, Data Mover, Data Stream Architecture

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Adobe

Overview

Marketo is an all-in-one marketing solution that was created by marketers for marketers. Founded in 2007, Marketo is branded as marketing software that is easy, powerful and complete.

Organizations have access to multiple marketing and sales tools when they use this solution, such as Marketing Automation, Consumer Engagement Marketing, Real-Time Personalization, and Marketing Management.

Teradata is a scalable data analytics platform designed to meet enterprise demands for large-scale data management and processing, focusing on performance, scalability, and security for complex query executions.

As a leading data warehousing solution, Teradata integrates advanced analytics enabling organizations to derive insights from massive datasets. It supports high-volume data workloads with its architecture optimized for analytical queries. Users benefit from its robust scalability, allowing seamless expansion as data grows. Teradata's SQL engine is compatible with a wide range of data types, ensuring flexibility in data analysis. With advanced security measures, it protects sensitive data across various environments, providing peace of mind to users handling critical information.

What are the most important features of Teradata?

Linear Scalability: Easily expands data processing capabilities to handle increasing data loads without performance degradation.
Advanced Analytics: Supports complex analytical operations integrating machine learning and AI for predictive insights.
SQL Compatibility: Offers a comprehensive SQL interface that supports complex queries across diverse data types.
Data Security: Implements rigorous security protocols to protect data integrity and confidentiality.

What benefits and ROI should users look for?

Improved Decision-Making: Derive actionable insights quickly for strategic business decisions.
Cost Efficiency: Optimized resource usage reduces operational costs associated with data processing.
Increased Productivity: Streamlined data operations save time, allowing teams to focus on analysis.
Enhanced Scalability: Seamless growth without significant additional investment as data volumes increase.

Teradata is widely used in industries like finance, telecommunications, and healthcare, where data-driven decisions are critical. Companies leverage its robust analytics capabilities to enhance customer experiences, streamline operations, and ensure compliance with regulatory requirements. In these sectors, quick access to data insights can significantly impact competitive advantage.

Sample Customers

Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.

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