Xplenty vs. Alooma vs. Avik Cloud

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What Top ETL Tools Can Offer Your Company

Big data is the foundation of finance, HR, marketing and more for many companies today. The challenge? To glean insight from it, companies must retrieve data from multiple platforms and devices—and quickly. The good news is that Extract, Transform and Load (ETL) tools can help by distilling data into actionable information for companies:  

  1. Extraction
    First, data must be collected from its source in (ideally) its rawest form.
  2. Transformation
    Freshly collected, the data must then be stripped of its formatting and harmonized.
  3. Loading
    After the data is translated, it must be loaded into a target database or business intelligence (BI) tool.

Choose the wrong tool, and a company could risk entangling itself in multiple overly-complex licensing systems, necessitating multilingual coding professionals and incurring high implementation costs. Choose the right ETL foundation, and a company can be empowered to make data-driven decisions for higher ROI. 

Here’s how some of the top ETL tools in the business are crunching data for companies including Sony, IKEA, and Accenture: 



Xplenty is an ETL marketing platform trusted by companies worldwide and especially praised for its marketing-department-friendly dashboard. In the words of Xplenty, “Xplenty is an ETL marketing platform and tool allowing you to integrate, process and prepare data for analytics on the cloud.” And when it comes to upsides, Xplenty has, well, plenty

  • Full customer support (customer service rep included) 
  • Customers can create custom metrics, cross-platform data maps
  • Ad agencies can manage multiple campaigns for multiple clients 
  • View ad creatives from the Xplenty Dashboard
  • Uses a visual interface for building data pipelines 
  • Supports more than 120 integrations to SaaS platforms and more
  • Aggregates marketing data into one place
  • 90% reduction in manual reporting time 
  • Xplenty needs no developers 

With Xplenty, businesses can cleanse, normalize and transfer data, all while adhering to compliance best practices. That said, Xplenty is not without its downsides

  • Pure data replication use cases are not supported
  • Real-time data synchronization capabilities are not available 
  • There are no on-premise solutions 
  • Data teams can’t build new integrations or make improvements 

Who should use Xplenty? 

Marketing teams who want to ‘set it and forget it’ when it comes to their ETL systems may benefit most from Xplenty—especially since companies with existing data teams will likely have trouble building new data sources. While Xplenty supports more than 120 integrations to Saas platforms, databases, and BI and analytics tools, no one outside of Xplenty can build new integrations or make improvements to existing ones. New integrations must be requested.  That said, Xplenty is optimized for marketers and most of their features seem specifically engineered to answer the questions posed by businesses seeking ETL platforms for marketing. 



Hailed as ‘The’ enterprise data pipeline, Alooma is an ETL system that uniquely serves data teams of all kinds. It is primarily known for its ability to perform at scale, handling low and high volumes alike. While Alooma can migrate data to the cloud for analysis, like Xplenty, it is not cloud-native. 

Cloud-origins aside, Alooma brings sources together in BigQuery so companies can create flow data, customize data, or transform data before it arrives at the data warehouse. Plus, when it comes to cloud migration or long-term viability, Alooma operates under the goal that companies should “be able to spend less time in the ETL part of the process, so you have better data, and more data, available sooner.”

There are more than a few benefits companies get with Alooma:  

  • Real-time streaming 
  • A large number of native connectors 
  • Python Code engine for data transformations 
  • Alooma support is helpful and consistent 
  • Real-time data aggregation 
  • The customer can control the entire ETL process if preferred.

The benefits of native connectors and reliable customer support is considerable; however, there are reportedly still some drawbacks when it comes to choosing Alooma: 

  • Integrates with limited (30) databases and Saas data sources. 
  • Some of the granular features can be a bit complicated
  • Google BigQuery is the only supported destination 
  • No code-free data transformation offering 
  • Lack of support for non-Google data warehousing solutions

Who should use Alooma? 

Since Alooma’s acquisition by Google in 2019, Alooma’s support for non-Google warehousing solutions has decreased. As companies relying on multiple cloud platforms may also rely on non-Google warehousing solutions, Alooma is best for companies already reliant on Google warehousing solutions. 

Additionally, as Alooma is not optimized for marketing teams, data teams of other types may benefit from Alooma. If Alooma ETL is intended for your business’ marketing team, however, your marketing team may want to consider a different ETL product that is optimized for its marketing needs. 

Avik Cloud

Avik Cloud has three main differentiators that are worth note: it’s AI-driven, cloud-native, and provides a “pay-as-you-use” payment plan. An additional strength is that Avik Cloud reduces time to market by automating server management, and grants the user the option to define what Avik Cloud manages. 

Avik Cloud also uniquely allows the user to build their business logic in the language they prefer, including Java, R, Python, SQL and more. As a cloud-native platform, it offers connections to almost all data sources and targets.  

Here are some of the benefits Avik Cloud offers businesses: 

  • AI-driven dynamic scalability of clusters 
  • Big data ingestion 
  • Native Azure security, no need to create additional logins 
  • Cloud and enterprise application connectivity
  • Flat monthly fee (cancel anytime) 
  • Machine learning capabilities  
  • Available in Azure, AWS and Google Cloud marketplaces
  • Scales as needed
  • Easy-to-use visual pipeline builder  

The cloud-native status, and the balance of “set it and leave it” autonomy and user control makes Avik Cloud an appealing fit for most data and marketing teams. That said, here are some of Avik Cloud’s weaknesses: 

  • Not specifically optimized for marketers
  • Switching from a non-cloud-native platform could prove complicated 
  • No on-premise solution 

Who should use Avik Cloud? 

Avik Cloud isn’t specifically optimized for marketers, but it does have marketing-oriented functionality. Almost any kind of team can thrive with Avik Cloud, as it’s optimized to meet challenges from OLTP, ERP, or CRM Systems to Social Networks and more. With its easy scalability and responsive pay-as-you-use model, it’s undoubtedly a budget-friendly and resource-minimizing ETL choice.  Plus, the dynamic scalability is easily adaptable to the needs of enterprise pipelines, no matter how diverse.

Xplenty vs. Alooma vs. Avik Cloud

ETL SolutionsAI-DrivenNumber of
Integration Points 
Pay-As-You-UseAuto ScalingReal-Time Data Aggregation


Some companies choose to build their ETLs in-house with no BI system in place—but this often leads to effort spent on ETL maintenance rather than ETL development and business growth.  An automated solution can mean scalability, flexibility, cost-effectiveness, and competitive data intelligence operations—even better ROI.  

To choose the right tool, companies must balance data needs, complexity, platforms already in place, with the ETL budget and overall business goals. 

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