vs.
Compare iCustomer with Clay
Clay is a sales prospecting tool, pricey, agency heavy, and built for scraping lists. iCustomer is marketing first: a warehouse native Decision OS that turns first party data and the industry’s largest signals hub into closed loop decisions across earned and paid channels.
Side-by-Side Essentials:
iCustomer vs. Clay
What's Included
Warehouse-native (Snowflake/BigQuery) audience engine
Included ✔️
Not Included
OneSource B2B identity + the industry’s largest signals hub
Included ✔️
Limited
ICP scoring & rank at contact + account level
Included ✔️
Not Included
First-party data unification (CDP-grade)
Included ✔️
Limited
Deterministic & probabilistic ID stitching (no vendor lock-in)
Included ✔️
Not Included
Agentic iWorkers (OODA) for marketing ops & activation
Included ✔️
Not Included
ABM orchestration (account → contact → journey)
Included ✔️
Limited
Ecom/DTC support (catalog, events, CLTV, churn)
Included ✔️
Not Included
Real-time suppression/overlap optimization
Included ✔️
Not Included
Match-rate boosting for TTD, Meta, LinkedIn, Google
Included ✔️
Not Included
Next-Best-Action policies (rules + ML/RL)
Included ✔️
Not Included
Multi-touch attribution & incrementality views
Included ✔️
Not Included
Audience freshness automation & recency SLAs
Included ✔️
Not Included
Cross-channel bidding guardrails (HITL)
Included ✔️
Not Included
Enrichment marketplace & web sources
Included ✔️
Included ✔️
Prospect list building & scraping helpers
Limited
Included ✔️
Playbooks for pipeline, ROAS, churn, LTV
Included ✔️
Not Included
Privacy-by-design (PII minimization, lineage)
Included ✔️
Limited
Audit trails, governance, and RACI workflows
Included ✔️
Not Included
API + SQL access to unified entities/events
Included ✔️
Not Included
Native marts (Finance, Segmentation, Attribution)
Included ✔️
Not Included
Activation to ads, CRM, MAP, web, and agents
Included ✔️
Limited
Multi-tenant, immutable IDs & consent controls
Included ✔️
Not Included
Bring-your-own warehouse & compute
Included ✔️
Not Included
Seatless usage model (AUM + Ops credits)
Included ✔️
Not Included
Seats/credits for scraping & enrichment
N/A
Included ✔️
Enterprise SSO, RBAC, and audit logging
Included ✔️
Limited
Partner mode (agency instances + SOW kits)
Included ✔️
Not Included
Snowflake/BigQuery native-app blueprint
Included ✔️
Not Included
HITL review for spend-impacting decisions
Included ✔️
Not Included
Closed-loop learning from outcomes
Included ✔️
Not Included
Clay sync coexistence (optional)
Included ✔️
N/A
Requires external agency to run day-to-day
No
Yes
Total cost to outcomes (TCO)
Lower
Higher
From Sales Lists
to Marketing Decisions that Compound
Clay
Prospecting, enrichment, and scraping playbooks (sales-led)
Web sources, AI transforms, and dedupe helpers
Workflow automations for outbound list ops
Warehouse-native audience plane with RL feedback
Closed-loop activation with attribution-driven optimization
Marketing-first NBA policies & spend guardrails
Suppression/overlap optimization across channels
First-party ID stitching and consent governance
Native marts (Finance, Segmentation, Attribution)
Ecom/DTC readiness (catalog, CLTV, churn)
Agency-free operations at enterprise scale
iCustomer
Warehouse native Decision OS (own data, not CSV lists)
Biggest signals hub and first party graph for true ICP scoring
iWorkers (agentic ops) with OODA loops and HITL controls
NBA policies, budget guardrails, and bid governance
Real time suppression, overlap, freshness automation
Multi touch attribution, lift, and ROI diagnostics
Identity stitching (immutable IDs), consent and lineage
Native marts for Finance, Segmentation, Attribution
ABM for B2B and ecom/DTC playbooks for growth
High match rates to The Trade Desk, Meta, LinkedIn, Google
Lower TCO: avoid redundant enrichment and ID vendors
Transparent, Outcome-Based Pricing
iCustomer uses AUM and Ops credits so you pay for results. Keep compute in your warehouse, avoid duplicate enrichment and ID contracts, and run without an agency dependency.
Why Choose iCustomer?
Our customers love the decision intelligence to help your Go-to-market
"iCustomer’s approach from channel-first to decision-first is pioneering for brands. Their Audience Loop capability with reinforcement learning lifts ROAS, cuts waste, and does it with privacy-by-design, no compromises."
Ajay Kapoor, VP - Performance Marketing
General Motors
iCustomer vs. Clay FAQs
Answers to common questions about iCustomer vs Clay. Learn how the iCustomer Platform Hubs for Audience, Signals, Decisions, Agents, and the Learning Loop impact results.