Circana Liquid Activation vs CustomerLabs Audience Builder
Circana Liquid Activation
circana.com
CustomerLabs Audience Builder
customerlabs.comSide by side
| Figure | Circana Liquid Activation | CustomerLabs Audience Builder |
|---|---|---|
| Price from | — | $129/mo |
| Free plan | — | — |
| Free trial | Yes | Yes |
| Open source | — | — |
| Web | Yes | Yes |
| Plans published | 0 | 3 |
| Spec score · Customer Segmentation Software | 7.7 (#11) | 8.0 (#7) |
| Founded | 2023 | 2017 |
| Headquarters | Circana lists its corporate headquarters in Chicago, Illinois. | United States |
| Integrations | Circana says the solution integrates with publishers, media platforms, and marketing technologies, but does not name them on the launch page. | The integrations page lists Meta, Google Ads, LinkedIn, HubSpot, Shopify, Klaviyo, Salesforce, TikTok, and other tools. |
| Intended users | Circana describes the solution as enabling brands, agencies, and media partners to build, customize, and activate purchase-based audiences. | The company says it builds its platform for performance marketers, while pricing describes Growth for small businesses and agency tiers for agencies. |
| Support | Circana describes its broader data offering as including category-specific insights and white-glove support. | The Growth plan lists email support with a six-hour first response; annual billing includes WhatsApp support with a three-hour first response. |
Plans
CustomerLabs Audience Builder
- Growth$129 a month
- Agency Lite$499 a month
- Agency Premium$999 a month
In their own words
Circana Liquid Activation
Circana Liquid Activation is a web-based platform for creating and activating audiences built from verified purchase data. Circana says its audiences reach more than 500 million loyalty cards. Brands, agencies, and media partners can explore, build, size, activate, and optimize audiences in one workflow. Supported uses include retail media targeting, digital and TV segmentation, product launches, brand switching, campaign refinement, and cross-channel activation. Circana says sizing, building, and distribution can take minutes or seconds. The platform connects with publishers, media platforms, and marketing technologies, though the product page does not name them. Liquid Activation is the execution layer of Circana Complete Audiences, which provides the data foundation and audience intelligence. Listed audience methods include purchase behavior, category trends, shopper attributes, and brand-level purchase information; location and scenario planning are supported. The product is paid, with flexible plans and pricing on request, and the product page offers a free trial without stating its duration. Circana is headquartered in Chicago, Illinois. Its predecessor companies, IRI and NPD, were founded in 1979 and 1966, respectively.
CustomerLabs Audience Builder
CustomerLabs Audience Builder is a web-based tool for creating first-party audiences without code or SQL. It builds segments from lifecycle stage, purchase history, order-value tiers, CRM state, demographics, technology, UTM parameters, user and account traits, events, offline data, and custom rules. Rules can combine event conditions, trait filters, value thresholds, date ranges, and CRM fields. Suppression can remove recent buyers, existing customers, or disqualified leads automatically when they stop qualifying. Audiences refresh in real time, hourly, daily, or on every event, with membership changes syncing within minutes. Destinations include Meta, Google Ads, LinkedIn, TikTok, GA4, Snapchat, Reddit, Microsoft Bing Ads, Klaviyo, Zapier, BigQuery, and Google Sheets. It also lists integrations such as HubSpot, Shopify, Salesforce, and other tools. Plans start at $129 a month, with a free trial but no free plan.