Circana Liquid Activation vs Decile
Circana Liquid Activation
circana.com
Decile
decile.comSide by side
| Figure | Circana Liquid Activation | Decile |
|---|---|---|
| Price from | — | $900/mo |
| Free plan | — | — |
| Free trial | Yes | — |
| Open source | — | — |
| Web | Yes | Yes |
| API | — | Yes |
| Plans published | 0 | 4 |
| Spec score · Customer Segmentation Software | 7.7 (#11) | 8.4 (#5) |
| Integrations | Circana says the solution integrates with publishers, media platforms, and marketing technologies, but does not name them on the launch page. | The pricing page says each plan includes Shopify integration and audience activation to Meta, Google, and Klaviyo; the MCP documentation also mentions optional Klaviyo events and Recharge subscription data. |
| Product | Liquid Activation is Circana’s audience activation platform for building and deploying purchase-based audiences using deterministic data. | Decile is a customer intelligence platform for e-commerce brands, combining first-party transaction data, third-party enrichment, and its Luma AI analyst. |
| Support | Circana describes its broader data offering as including category-specific insights and white-glove support. | Decile directs customers to [email protected] for Luma questions and issues. |
| Trial | The product page includes a “Start Your Free Trial” call to action. | Decile says it does not offer a free trial and instead offers a personalized demo. |
Plans
Decile
- Growth$900 a month
- Scale$1,500 a month
- EnterprisePriced on request
- Enterprise & AgencyPriced on request
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.