The enterprise standard for behavioral analytics. It excels at complex identity resolution and cross-platform journey tracking. However, its shift to pricing based on Monthly Tracked Users (MTUs) rather than event volume can lead to 'bill shock' for apps with high traffic but low per-user event frequency.

A leader in 'Autocapture' technology. It allows teams to track everything automatically and define events retroactively. However, the high price floor, lack of pricing transparency, and the potential for 'data noise' from capturing every single interaction make it restrictive for lean teams.