Data warehouse and reverse ETL for marketing · September 2026 Edition
Census vs Polytomic
Zero of twelve models named Census first on the direct prompt; one named Polytomic. Census was named by twelve of the twelve models and Polytomic by nine and Census carries 63 labels and Polytomic 21, so the shares are not directly comparable.
By Fivetran, United States. Named in five categories this edition.
Named in one category this edition.
First-choice share5%1%Of first choices across the direct, paraphrase, budget and scale prompts, 0 to 100.
Negative rate19%14%Negative labels as a share of the product's labels, 0 to 100.
Rank in category#4#6A position in a field of 14; printed, not drawn.
Labels6321A count; the two differ.
The two percentage rows are drawn on one 0 to 100 track, Census reading right to left. Rank and label count are printed, not drawn.Hightouch was named alongside these two in eleven of the twelve direct answers. Hightouch vs Census · Hightouch vs Polytomic · BigQuery vs Census
Share is the count of first choices across the direct, paraphrase, budget and scale prompts over all twelve models, for a mid-market B2B company; rank is within the category; every quote names the model and the prompt it came from. Both figures come from the Data warehouse and reverse ETL for marketing page.
By framing
How many of the twelve models made each the first choice, per way of asking, and how many argued against it.
CensusFirst choices, of twelve modelsPolytomic
Direct01
Paraphrase101 against Census
Comparative20
Budget-constrained104 against Census · 1 against Polytomic
Scale-constrained30
Negative207 against Census · 2 against Polytomic
Bars are first choices, 0 to 12 each sideModels that argued againstA model can name both, so the two sides of a row do not sum to twelve.
Every model, every framing
The seventy-two answers behind the chart above, one cell each: where Census and Polytomic stood in it.
| Model | Direct | Paraphrase | Comparative | Budget-constrained | Scale-constrained | Negative |
|---|---|---|---|---|---|---|
| Claude Haiku 4.5 | | | | | ||
| GPT-5.4 mini | | | ||||
| Gemini 3.5 Flash | | | | | | |
| Perplexity Sonar | | | | |||
| Grok 4.1 Fast | | | | | | |
| Mistral Small | | | | | | |
| DeepSeek V4 Flash | | | | | | |
| Llama 4 Maverick | | | ||||
| Qwen 3.7 Flash | | | | | ||
| Kimi K2 | | | | | | |
| GLM 4.7 FlashX | | | | | | |
| MiniMax M2.5 | | | | | | |
Census Polytomic first choice named as an alternative argued againstblank: not namedEach cell is one answer, Census on the left and Polytomic on the right.The direct prompt
The plain question, one answer per model, grouped by where Census and Polytomic stood in it.
Polytomic first, Census not the choice
1 of 12 modelsCensus was named in the answer but not as the choice, or not at all.Claude Haiku 4.5BigQuery, Hightouch, Polytomic, Snowflake alternatives: Amazon Redshift, Hevo, RudderStack
Neither was the first choice, one was named
9 of 12 modelsThe answer put something else first and named one of the two as an alternative.GPT-5.4 miniHightouch, Snowflake alternatives: BigQuery, Census, Databricks, Fivetran, dbt
Gemini 3.5 FlashBigQuery, Hightouch, Snowflake alternatives: Census, Fivetran, dbt
Grok 4.1 FastBigQuery, Hightouch alternatives: Census, Snowflake
Mistral SmallBigQuery, Hightouch alternatives: Airbyte, Census, Databricks, Fivetran, Improvado, Snowflake, dbt
DeepSeek V4 FlashBigQuery, Hightouch alternatives: Airbyte, Census, Fivetran, PostgreSQL, Snowflake, dbt
Qwen 3.7 FlashHightouch, Snowflake alternatives: BigQuery, Census, Fivetran, Improvado, Polytomic, dbt
Kimi K2Hightouch, Snowflake alternatives: Airbyte, BigQuery, Census, Fivetran, Hevo, Improvado, Polytomic, dbt
GLM 4.7 FlashXHightouch, Snowflake alternatives: BigQuery, Census, Databricks, Polytomic, dbt
MiniMax M2.5Hightouch, Snowflake alternatives: BigQuery, Census
Neither was named
2 of 12 modelsThe answer made no first choice from these two in this category.Perplexity SonarBigQuery, Hightouch alternatives: Cometly, Fivetran, Funnel, Improvado, LeadJourney, Segment
Llama 4 Maverickno first choice
Bold names in an answer are the products the judge labeled a first choice; a model naming several gives each of them that label. The full answer text for every row is in the record.
By buyer segment
The same question asked on behalf of a different buyer. Each standing is computed within its segment and they are never added together. The figures above are the mid-market standing, which is the one the category orders by.
Small business
Mid-marketThe figures above
Enterprise
What the models said about Census
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Five of six in this category shown.
“❌ Census: Requires Enterprise for most features; quote-based pricing” GLM 4.7 FlashX · budget prompt · hard negative
“Both Census and Hightouch excel at the "reverse" direction but require separate solutions for data ingestion, transformation, and real-time replication.” Claude Haiku 4.5 · negative prompt · soft negative
“Why not Census/Fivetran Activations? ... now shifting to consumption-based (MAR) pricing. It's better suited for data engineering-owned pipelines” Kimi K2 · paraphrase prompt · soft negative
“Stick to the current market leaders (Hightouch, Census) which have significant funding” Qwen 3.7 Flash · negative prompt · first choice
“Hightouch and Census are the safest choices for reverse ETL in marketing” Mistral Small · negative prompt · first choice
What the models said about Polytomic
Every negative label with a quote, up to three, then the highest-weighted positives, up to three. Six of seven in this category shown.
“❌ Polytomic: Starts at $500/month” GLM 4.7 FlashX · budget prompt · hard negative
“Be cautious if you need scale or marketing autonomy. - Limited destination coverage” Kimi K2 · negative prompt · soft negative
“While mentioned as an option, it's newer with limited market validation” Mistral Small · negative prompt · soft negative
“Start with Hightouch or Polytomic” Claude Haiku 4.5 · direct prompt · first choice
“Best for: Small/mid-market teams needing bidirectional sync ... Notable caveat: Smaller destination library” DeepSeek V4 Flash · comparative prompt · alternative
“Polytomic is often chosen by startups and mid-sized businesses with limited engineering bandwidth.” Claude Haiku 4.5 · paraphrase prompt · alternative
Also compared
Comparisons are drawn for the top eight products in each category, each against each. The output is the models' output; nothing here is a recommendation by the index.