Circana Liquid Activation vs Hightouch
Circana Liquid Activation
circana.com
Hightouch
hightouch.comSide by side
| Figure | Circana Liquid Activation | Hightouch |
|---|---|---|
| Price from | — | $350/mo |
| Free plan | — | Yes |
| Free trial | Yes | Yes |
| Open source | — | — |
| Web | Yes | Yes |
| iOS | — | Yes |
| Android | — | Yes |
| API | — | Yes |
| Plans published | 0 | 9 |
| Spec score · Customer Segmentation Software | 7.7 (#11) | 9.1 (#1) |
| Integrations | Circana says the solution integrates with publishers, media platforms, and marketing technologies, but does not name them on the launch page. | The integration catalog lists more than 300 sources, destinations and extensions, including Snowflake, BigQuery, Salesforce, HubSpot, Google Ads, Facebook Ads and Kafka. |
| Intended users | Circana describes the solution as enabling brands, agencies, and media partners to build, customize, and activate purchase-based audiences. | Hightouch says it serves enterprise marketing teams and is designed to help them activate customer data using AI and existing data infrastructure. |
| Product | Liquid Activation is Circana’s audience activation platform for building and deploying purchase-based audiences using deterministic data. | Hightouch describes itself as an agentic marketing platform and composable customer data platform for using customer data and AI in marketing workflows. |
| Support | Circana describes its broader data offering as including category-specific insights and white-glove support. | Composable CDP plans list dedicated expert support, and the pricing page describes dedicated Slack, a dedicated customer success manager, onboarding, and custom support SLAs. |
Plans
Hightouch
- FreeFree
- Self-servePriced on request
- Basic Reverse ETLFree
- FreeFree
- Starter$350 a month
- Pro$800 a month
- Agentic Marketing PlatformPriced on request
- BusinessPriced on request
- Composable CDPPriced 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.