Simon Data

Editor’s note: This Simon Data review is based on my hands-on test of Simon Data (now Simon AI) in October 2026. I weighed pricing, campaign building, identity controls, AI features, and activation.

Quick verdict: I recommend Simon Data for Snowflake-based B2C marketers wanting no-code campaigns and holdouts. The trade-offs are quote-only pricing, a $100,000 per 12 months Contacts anchor in Simon AI’s own AWS Marketplace listing, and typical onboarding of 8 to 12 weeks.

Simon Data renamed itself Simon AI on September 15, 2025; simondata.com redirects to simon.ai. Monetate announced its acquisition on July 30, 2026, with both products continuing on separate roadmaps.

In this Simon Data review, I’ll take a closer look at pricing, campaign workflows, identity, AI features, activation, and alternatives such as Hightouch.

Key Takeaways

• Contact-based pricing: The Contacts listing offers 12-, 24-, and 36-month terms; add-ons and support cost extra.
• Two deployments: Managed deployment uses Simon’s Snowflake with latency under an hour; Connected deployment uses yours without replication, with latency in minutes.
• Marketer controls: No-code segments, flows, Journeys, up to 13 experiment variants, holdouts, and Campaign Safety Settings.
• Account-team dependency: Identity rules and saved-field deletion need assistance. Predict, Simon Mail, Identity+, Match+, Audience API, and Real-Time Content are add-ons.
• Core ceilings: 2,000 segments, 400 live flows and journeys, 250 live datasets, and one daily pipe run by default.

Pros and Cons

How Much Does Simon Data Cost?

Simon AI publishes no standard prices: it charges on total contact volume read by the platform, with usage-priced add-ons. Budget around the contacts Simon reads, not just the audience receiving your next campaign.

Simon AI’s own AWS Marketplace listing has one dimension, Contacts, at $100,000 per 12 months, with 12-, 24-, and 36-month terms. Additional services, add-on products, and support are separate; the contact allowance behind that figure is unspecified, so I don’t treat it as a universal starting price.

A marketable contact is a customer record you plan to reach across channels. Simon allows you to separate engaged and unengaged customers.

• Managed deployment (quote): For teams using another warehouse, including Redshift or BigQuery. Simon runs the CDP on its Snowflake account, with data shared into it and latency under one hour.
• Connected deployment (quote): For Snowflake customers with clean, highly structured data. Simon runs on your account without replication, with latency in minutes and more control over access. Connected offers lower platform cost and deployment “in just weeks”; typical onboarding takes 8 to 12 weeks.
• Add-ons (usage-priced): Extend the base CDP through five groups:
• Customer Identity: Identity+ and Match+.
• Email + Orchestration: Simon Mail and Journeys.
• Real-Time Personalization: Real-Time Content and Audience API.
• Machine Learning Models: Simon Predict.
• Enterprise: Multi-region and multi-brand support, custom integrations, and custom security reviews.
• Support (Core, Premium, Enterprise): Choose the assistance level separately:
• Core includes a dedicated Client Success Manager, Support Center, core training, and an annual partnership review.
• Premium adds technical solutioning, priority support review, semi-annual business reviews, quarterly strategy sessions, bi-weekly office hours, and data-enabled training.
• Enterprise includes a dedicated enterprise Client Success Manager, technical solutioning, quarterly business reviews, monthly strategy sessions, weekly office hours, workflow optimization, priority strategic advisory, and custom legal agreements.

Option	Price	What it covers	Notes
Contacts, core platform	$100,000 per 12 months in Simon AI’s own AWS Marketplace listing; otherwise quote	Contact volume	12-, 24-, or 36-month terms; contact allowance unspecified
Managed deployment	Quote	CDP on Simon’s Snowflake	Takes data from any cloud warehouse
Connected deployment	Quote	CDP on your Snowflake	No replication
Add-ons	Usage-priced quote	Identity, orchestration, personalization, models, enterprise capabilities	Sold separately
Support tiers	Quote	Core, Premium, Enterprise	Sold separately
90-day pilot	Reduced scope and cost; quote	Scoped enterprise evaluation	Enterprises only

Discounted pricing for early-stage companies is available on request. No free plan or self-serve trial is published; the evaluation option is a 90-day enterprise pilot with reduced scope and cost.

Is Simon Data Good Value for Money?

• Good fit: I recommend Connected deployment for a Snowflake-first retailer or subscription brand whose CRM team needs Journeys. It avoids replication when customer data is already structured for marketing.
• Less convincing fit: I prefer Hightouch for ads-only syncing. Its free Basic Reverse ETL tier includes up to 2 active syncs, unlimited destinations, and unlimited seats.
• Watch the add-ons: The budget must include separate charges for Journeys and Simon Mail in Email + Orchestration, and Simon Predict in Machine Learning Models. All are sold separately from the Contacts dimension.

Reviewer’s Notes: I recommend Connected deployment for Snowflake teams and the enterprise-only 90-day pilot scoped to one journey and one experiment. Include Journeys and the support tier in the first proposal.

My Experience With Simon Data

Simon publishes no self-serve trial; services-led onboarding typically takes 8 to 12 weeks with a dedicated Integrations Consultant.

• Planning: An Initial Implementation Plan and weekly sprint meetings.
• Data setup: Data integration, pipe setup, channel integrations, and dataset creation.
• Training: Platform training before the team takes over ongoing campaign work.

Connecting Data and Building a Dataset

For the Snowflake share, I used the accountadmin role to create a share, granted usage on the database and schema, and granted select on each table. I then added Simon’s Snowflake account; Snowflake data sharing is an optional premium feature.

1. Open Datasets > Create Dataset: I chose a dataset type, clicked Next, named it, selected SQL rather than a .csv upload, picked one identifier, and clicked Start.
2. Write the query: I selected the database under Database Schema and entered SQL in Editor. The other tabs were Fields, Versions, and Executions.
3. Configure fields: I set field types and marked Contact Data fields as Condition and/or Content, separating segmentation inputs from personalization content.
4. Validate and commit: I clicked Validate, then Save, leaving the dataset in Develop. I used Configure > Commit to prepare it for Live ingestion on the next pipe run.

The Optimize query button offered Query Optimizer suggestions and an optimized query. I used Run to validate the revised SQL because the suggestions can be incorrect.

Saved dataset fields cannot be deleted without the Client Success Manager. Datasets unused, unviewed, and unchanged for 30 days are subject to automatic archival; pausing a dataset also requires the account manager.

Building a Segment

I built conditions from Snowflake fields and combined them with AND/OR and condition groups. The builder supported these qualifier types:

• Dates and numerics.
• Strings and sets.
• Booleans.

For dates, I used the available operators:

• is: Match a date.
• is before / is after: Set a date boundary.
• is between: Define a date interval.

All date conditions used UTC. For event conditions, I worked with Aggregates:

• Number of.
• Average of.
• Sum of.

Base and dependent segments supported reuse, but nested segmentation wasn’t available with Connected Segmentation only.

Event lookbacks were 30 days for behavioral events, 90 days for channel events, and 365 days for transactions. High-volume datasets can have shorter lookbacks.

Launching a Flow, a Journey and an Experiment

1. One-time flow: I opened Create Flow > One-time, named it, and selected Configure Segment. Send Time offered Immediately or a scheduled time, with Spread out send over time capped at 24 hours. Configure Actions preceded the optional S3 or SFTP data feed and Send.
2. Journey: I opened Campaigns > Journeys > Create Journey. Entry Criteria supported segment or event triggers, backfill, and Limit Journey to __ entries, accepting 1,000 to 2,000,000. I added uniquely named steps; drafts auto-saved, and Publish required cleared validation.
3. Experiment: I opened Configure Testing and entered a name, conversion goal, and attribution window. Holdouts ranged from 0 to 100 percent, with up to 13 variants; Select Variant assigned actions to groups. Reports > Experiment results was the reporting destination.

Reviewer’s Notes: I recommend Simon’s builder for marketers once the datasets exist. The SQL dataset step still belongs with a data engineer, so budget engineering support for the first weeks instead of expecting no-code onboarding.

Identity, Data Setup and Fair-Usage Limits

Every Simon contact gets a unique but nonpersistent simon_id. Retain your business identifiers alongside it instead of treating it as an immutable customer key.

Supported identifiers include:

• customer_id and user_id.
• email_address and hashed_email.
• mobile_number and device_id.

Other identifiers can be aliased. Each identity event carries two identifiers and produces a merge, an update, a new profile, or no change.

Simon’s team configures the identity model during onboarding, including rules for:

• Stable identifiers.
• Primary identifiers.
• Enabled identifiers.
• Shared identifiers.

Ruleset editing is not self-service. I prefer Hightouch when keeping identity resolution inside your own warehouse is the priority.

The identity add-ons serve different purposes:

• Identity+: Uses third-party identity graphs to match unauthenticated visitors to known profiles for abandonment campaigns.
• Match+: Adds an average of up to 5 additional hashed emails and mobile ad IDs per profile. Destinations include Meta, Pinterest, TikTok, and The Trade Desk; Google accepts hashed emails only.

I recommend Identity+ for abandonment audiences and Match+ for paid-media matching. Neither removes the account-team dependency for underlying identity rules.

Ingestion supports batch and real-time inputs:

• Warehouse and database inputs: Redshift, BigQuery, Microsoft Azure, on-premise SQL Server, and Snowflake.
• File and application inputs: Recurring file feeds, SFTP, CSV, and SaaS integrations.
• Real-time inputs: Simon.JS through native JavaScript, Google Tag Manager, or Tealium; an Event Ingestion API; and database triggers.

Limit	Core platform
Pipe run	Once daily; twice daily requires custom configuration
Reference data rows	3.0 billion
Total segments	2,000
Live flows and journeys	400
Live datasets	250
Total attributes	1,600
Journey backfill and entry limit	3 million contacts; raisable through the account manager

Core fair-usage limits change only with a customized Enterprise platform. Contact event and object datasets also have cell limits, calculated as rows multiplied by columns:

• Outside content: 2.0 billion cells for incremental datasets; 200 million for overwrite datasets.
• Used in content: 200 million cells for incremental datasets; overwrite is not permitted.

The 3 million contact journey ceiling differs from the builder’s 1,000 to 2,000,000 entry field. Connected deployment’s latency in minutes also doesn’t replace the Core once-daily pipe default.

Simon AI Agents, Personalization Studio and Predict

Simon combines Personalization Studio, Simon AI Agents, and a composable CDP, with agents running on Snowflake Cortex AI inside your governed Snowflake environment.

Personalization Studio and Agents

Personalization Studio organizes campaign creation around four capabilities:

• Blueprints: Reusable playbooks that turn a goal into a strategy and execution plan.
• AI Fields: New customer or product attributes, such as Cold-weather readiness score or Price sensitivity.
• AI Moments: Triggers tied to weather swings, social trends, or inventory changes.
• Adaptive Segments: The platform’s adaptive audience capability.

Simon AI Agents divide the work further:

• Insights Agents: Find patterns in behavior, sentiment, and contextual data.
• Data Agents: Translate Snowflake tables into marketing attributes.
• Automation Agents: Trigger personalized messages and journeys.
• AI Personas and Affinity Agents: Additional named agent capabilities.

The agents use models such as Claude from Anthropic. Simon became a Connected Application on the Snowflake Marketplace on November 6, 2025.

Weather, news, and competitor-pricing signals are third-party data. Include an AI Fields attribute and an AI Moments trigger in the pilot to test the campaign inputs, not just the conversational interface.

Content Agent and Query Optimizer

Content Agent is available in the content editor’s chat panel or at AI > Content Agent. It generates and edits email and SMS as HTML/Jinja, using existing templates and content blocks, including conditional personalization.

I recommend Content Agent for teams that already maintain reusable templates and content blocks. Query Optimizer needs SQL validation: Optimize query can return incorrect suggestions, so use Run before committing changes.

Simon Predict

Simon Predict is a paid add-on with these models:

• Churn Prediction.
• Purchase Prediction.
• Second Purchase Propensity.
• Product Recommendation.
• Lifetime Value and Future Revenue.
• Engagement Index.

The Churn Risk Score runs from 1 to 100: High spans 76 to 100, and Medium spans 51 to 75. The prebuilt Simon Predict: High Churn Risk segment provides an audience for a churn-prevention Journey.

Scores refresh daily; churn and purchase models retrain quarterly, while Product Recommendation retrains weekly. Rollout allocates week one to integration, weeks two to four to learning, and week five to live scores.

For a churn-prevention project, I favor Predict’s defined scores and prebuilt segment. Keep the broader agent layer in a scoped pilot before making it the reason to buy Simon.

Channels, Simon Mail and Real-Time Activation

Simon lists about 80 integrations across data inputs, destinations, and technology partners, not 80 interchangeable sending channels.

• Lifecycle messaging: Braze, Iterable, Klaviyo, and Attentive.
• Enterprise marketing: Salesforce Marketing Cloud, Oracle Responsys, and HubSpot.
• Advertising: Meta, Google Ads, Amazon Ads, and TikTok.
• Commerce and content: Shopify, Movable Ink, and Rokt.

Activate flows became generally available in May 2026. They push segment membership and segment-driven messages on schedules as often as hourly.

Repeated runs with zero additions or removals indicate that Snowflake data refreshes less often than the flow. Match Activate flows to the upstream refresh schedule; hourly execution alone doesn’t create fresh hourly audiences.

Simon Mail is a paid add-on with:

• Editing: Drag-and-drop or HTML.
• Sending infrastructure: Dedicated IPs not shared with other Simon customers.
• Authentication: SPF, DKIM, and DMARC.
• Subscriber tools: A subscription center and heat maps.

The real-time add-ons also need account-team involvement:

• Audience API: Uses Bearer tokens from the Client Solutions Manager; server-side use only.
• Real-Time Content: Pulls external API data at send time for email, SMS, and push. Setup requires solution architects and an API intake form.

Segment-triggered flows require send windows of at least six hours. A set send time has a two-hour window; neither window is an immediate-send control, so use a one-time flow’s Send Time > Immediately for a campaign that must go out immediately.

Campaign Safety Settings sit under Admin Center > Settings > Safety Settings. Contact thresholds hold campaigns for review when audience size changes sharply, with an automatic-rejection timer.

Send-delay caps limit late launches after upstream refresh delays. Per-campaign overrides are available.

Security controls include:

• Access: SAML SSO for every organization and MFA.
• Assurance: SOC 2 Type 2 report under NDA, plus GDPR and CCPA compliance.
• Encryption: AES-256 at rest with per-customer keys; TLS 1.2 and SSHv2 in transit.
• Infrastructure: Production runs on AWS.

ISO 27001, HIPAA, and data-residency regions aren’t published. I exclude Simon from shortlists for buyers whose procurement requires ISO 27001, HIPAA, or a named data-residency region.

How Does Simon Data Compare to Competitors?

Simon runs on Snowflake but offers its own Journeys, email platform, and experiments alongside audience activation. I shortlist Simon when CRM execution matters as much as moving audiences.

• Hightouch: My preference for warehouse flexibility. It works on any warehouse and keeps identity resolution in yours. Basic Reverse ETL is free for up to 2 active syncs, with unlimited destinations and seats; platform plans use usage-based quotes. For an ads-only requirement, I recommend starting there before buying Simon’s orchestration.
• Twilio Segment: My alternative for a shortlist that needs a free entry point. Segment has a free tier, MTU-priced Connections and Unify, and custom-quoted CDP plans. Its MTU billing differs from Simon’s total contacts read.
• Amperity: Worth comparing when identity management drives the purchase. It includes identity management in every edition and tracks usage in Amps, with no public prices. Simon’s Identity+ and Match+ are separate add-ons, so I favor an identity-focused comparison over a Contacts-only budget.
• ActionIQ: Now sold as Uniphore’s CDP Agent, with quote-only pricing and an AWS Marketplace listing of $325,000 per 12 months. That figure is roughly three times the $100,000 per 12 months Contacts figure in Simon AI’s own AWS Marketplace listing. I shortlist Simon for buyers targeting the lower listed contract figure and ActionIQ for buyers budgeting at the $325,000 level.
• Treasure Data: Now Treasure AI and quote-only. I shortlist Treasure AI next to Simon when the buyer wants competing custom quotes.

Platform	Pricing basis	Public commercial entry
Simon	Contacts read; usage-priced add-ons	$100,000 per 12 months in Simon AI’s own AWS Marketplace listing
Hightouch	Usage-based platform quotes	Free Basic Reverse ETL, up to 2 active syncs
Twilio Segment	MTUs for Connections and Unify; custom CDP quotes	Free tier
Amperity	Amps; custom quotes	No public prices
ActionIQ / Uniphore CDP Agent	Custom quotes	$325,000 per 12 months AWS Marketplace listing
Treasure AI	Custom quotes	Quote-only

For a Snowflake-based CRM team wanting Journeys and holdouts, Simon remains my shortlist pick. For warehouse independence or simple audience syncing, I favor Hightouch.

How I Reviewed Simon Data

I worked through Simon’s campaign-building path from the Snowflake share to an experiment, including dataset configuration and segment conditions. I weighed the marketer-facing controls against the engineering work required to prepare their inputs.

I focused on:

• Pricing: Contact-based contracts, deployment choices, support tiers, and separately priced capabilities.
• Ease of use: Dataset configuration, segment conditions, one-time flows, Journeys, and experiment setup.
• Data control: Identity rules, saved-field changes, refresh schedules, and Core fair-usage ceilings.
• AI: Personalization Studio, Simon AI Agents, Content Agent, Query Optimizer, and Predict.
• Activation and security: Destination coverage, Simon Mail, APIs, campaign safeguards, and access controls.

I compared the buying trade-offs with Hightouch, Twilio Segment, Amperity, ActionIQ, and Treasure AI. I gave account-team dependencies particular weight because no-code campaign building doesn’t make identity configuration or SQL dataset preparation self-service.

My recommendation favors Snowflake CRM execution over simple audience syncing, where Hightouch offers a free starting point.

Prices current as of October 2026.

Should You Run Your Marketing CDP on Simon Data?

I recommend Simon for Snowflake-centered B2C brands whose CRM teams want no-code segments, Journeys, and holdout experiments after data setup. The trade-offs are the $100,000 per 12 months Contacts anchor in Simon AI’s own AWS Marketplace listing, typical onboarding of 8 to 12 weeks, and account-team dependency for identity changes and add-ons.

• Snowflake CRM team: Shortlist Connected deployment and scope an enterprise pilot around a journey and experiment.
• Warehouse-agnostic or ads-only team: Start with Hightouch, especially if 2 active syncs cover the initial requirement.
• Team needing a free entry point: Compare Twilio Segment before committing to Simon’s separately priced orchestration stack.

Monetate announced its acquisition on July 30, 2026, with undisclosed terms. Both products continue separately with their own roadmaps, and Simon AI keeps onboarding new customers.

Book a demo at Simon Data and request a Connected deployment quote with Journeys, Predict, and the support tier itemized. Put the refresh schedule and identity-change responsibilities in that proposal; the useful buying comparison is the complete campaign stack, not the Contacts line alone.

FAQs

Is Simon Data the same as Simon AI?

Yes. Simon Data renamed itself Simon AI on September 15, 2025, and simondata.com redirects to simon.ai. Monetate announced its acquisition on July 30, 2026, with undisclosed terms; both products continue separately with their own roadmaps, and Simon AI continues onboarding new customers.

How much does Simon Data cost?

Simon uses custom quotes based on total contact volume read. Simon AI’s own AWS Marketplace listing shows $100,000 per 12 months for Contacts, with add-ons and support extra. Early-stage discounts are available on request, alongside reduced-scope 90-day enterprise pilots. The listing does not state its contact allowance.

Do I need Snowflake to use Simon Data?

No, not for Managed deployment, which runs on Simon’s Snowflake and accepts data from other cloud warehouses. Connected deployment requires your own Snowflake account and avoids replication. I recommend Connected deployment for teams already maintaining clean, highly structured customer data in Snowflake; Managed deployment accommodates another warehouse.

Does Simon Data have a free trial?

No free plan or self-serve trial is published. Simon offers 90-day enterprise pilots at reduced scope and cost, plus discounted early-stage pricing on request. I recommend scoping a pilot to one journey and one experiment; typical onboarding takes 8 to 12 weeks with an Integrations Consultant.

Is Simon Data SOC 2 compliant?

Yes. Simon provides a SOC 2 Type 2 report under NDA and supports GDPR and CCPA compliance. SAML SSO is available to all organizations, alongside MFA. Customer data uses AES-256 encryption at rest with per-customer keys; ISO 27001, HIPAA, and data-residency regions aren’t published.