Audiense (Formely Buxton)

What Audiense (Formely Buxton) does

Audiense, formerly known as Buxton, is a US-based consumer intelligence and location analytics company headquartered in Fort Worth, Texas. The firm provides data-driven insights for site selection, market planning, marketing optimization, and customer acquisition to enterprise clients across retail, restaurant, hospitality, franchise, and healthcare verticals. Founded in 1993 with 101-250 employees, the company combines more than 30 years of analytics experience with proprietary household-level data, mobile GPS data, and psychographic insights to power consumer profiling, propensity scoring, and location scoring decisions.

Its core product, Buxton Intelligence, underlies a SaaS platform that houses four primary applications: Alert (marketing intelligence and local store marketing), SCOUT (mapping and reporting), iQ (query builder), and Factor (site scoring and real estate analysis). These are complemented by solution modules spanning site selection analysis, market optimization, consumer profiles and personas, foot traffic analytics, propensity scoring, target audience reports, e-commerce conversion tracking (delivered through a partnership with Elevar), and portfolio audits. The company holds SOC 2 Type II and HITRUST certifications, an important credential for healthcare and other regulated buyers.

The commercial model combines annual subscription access to the Buxton Platform with professional services for custom model development and consulting, plus data licensing for direct mail contact lists derived from Buxton models. Distribution is enterprise-led, using direct field sales for large multi-unit operators and franchise systems and inside sales for mid-market and franchise groups. Named enterprise customers include Anthropologie, Urban Outfitters, Uniqlo, Red Wing Shoes, Restoration Hardware, Fabletics, Le Creuset, Purpose Brands, Workout Anytime, CityMD Urgent Care, AdventHealth, MedStar Health, Senior Helpers, Upperline Health, and Octapharma Plasma. In April 2023 the firm received a strategic growth investment from PSG to support product expansion, and in March 2025 the company acquired Audiense and began operating under the Audiense name across its broader consumer intelligence ecosystem.

Name

Audiense (Formely Buxton)

Legal name

Buxton

Website

https://buxtonco.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Audiense (formerly Buxton) is a US-based consumer intelligence and location analytics firm providing data-driven site selection, market planning, and marketing optimization software to enterprise clients in retail, restaurant, hospitality, franchise, and healthcare.

Ownership category

akta.pro rank

Product category

Location Intelligence & Consumer Analytics Software

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

akta.pro secondary industry

Dashboarding & KPI/Performance Management (HDAEAMAF)

Keywords

• Consumer analytics software
• Location intelligence platform
• Site selection analytics
• Customer segmentation platform
• Propensity scoring tools

Headquarters

HQ city

Fort Worth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription-based SaaS Platform: Annual subscription model for access to Buxton Platform applications including Alert, SCOUT, iQ, and Factor. Pricing varies by package level and add-on enhancements. Customers select from ready-to-go options or advanced custom analytics.
2. Professional Services & Custom Analytics: Custom model development, consulting, and specialized analytics services for enterprise clients requiring tailored solutions. Includes custom segmentation, predictive marketing models, and marketing campaign execution services.
3. Data Licensing: License direct mail contact lists based on predictive models, allowing clients to execute their own marketing campaigns using Buxton-derived insights.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Audiense (operating as Buxton) is a B2B SaaS platform that delivers consumer intelligence, location intelligence, and marketing analytics for multi-unit retail, restaurant, hospitality, healthcare, and franchise organizations. Its product suite centers on the Buxton Platform (Alert, SCOUT, iQ, and Factor applications) powered by Buxton Intelligence — combining proprietary household-level data, mobile GPS data, psychographic insights, and AI-driven propensity scoring to inform site selection, market optimization, customer profiling, foot traffic analysis, and targeted marketing. Revenue is generated primarily through annual subscriptions, custom analytics engagements, and data licensing.

Product overview

Audiense (formerly Buxton) is a consumer intelligence and location analytics company offering a platform-plus-modules architecture. The Buxton Platform serves as the core SaaS infrastructure housing four main applications: Alert (marketing intelligence), SCOUT (mapping and reporting), iQ (query builder), and Factor (site scoring). These applications are powered by Buxton Intelligence, which combines proprietary household-level data, behavioral/psychographic insights, mobile GPS data, and AI/analytics expertise spanning 30+ years. The company provides solution-specific products organized into Marketing Intelligence (propensity scoring, target audience reports, e-commerce tracking, custom analytics), Location Intelligence (site selection, market optimization, foot traffic, mapping), and Healthcare Intelligence verticals. Additional modules include customer profiles and personas, portfolio audit tools, and franchise/retail-specific solutions. The platform enables data-driven decisions for customer acquisition, retention, and site selection across retail, restaurant, hospitality, and healthcare sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Buxton Intelligence Core analytics platform that combines proprietary household-level data, advanced methodologies, and AI to deliver strategic insights driving business growth and customer engagement for multi-unit operators across retail, restaurant, hospitality, and healthcare.
• Buxton Platform SaaS platform housing the company's applications (Alert, SCOUT, iQ, and Factor) for making data-driven decisions to grow and retain customers, with configurable packages scaling with user needs.
• Alert Marketing intelligence application that identifies which locations need marketing support and generates local store marketing plans, helping multi-unit operators determine which marketing moves matter to win at the local level.
• SCOUT Real estate mapping platform that visualizes consumer households, trade areas, and competitor data through mapping, reporting, sharing, and healthcare-specific tools, enabling users to study markets with ease.
• iQ Intuitive query builder application that empowers teams to answer large questions about locations and markets in minutes using intuitive queries that do not require advanced training.
• Factor Site selection analysis application that breaks down real estate decisions into factors that matter, providing site scoring, market optimization, and customization capabilities for evaluating retail and multi-unit real estate sites.

Quantifiable outcome

• $19.84 gross revenue generated for every $1 invested with Buxton (fitness franchise case study)
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature5 records

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Placer.ai: Placer.ai provides foot traffic analytics and location intelligence for retail, restaurant, and real estate using mobile location data. It is a direct competitor in the site selection and market analysis space that Buxton/Audiense serves.
• Claritas: Claritas provides consumer segmentation, demographic data, and location analytics through products like PRIZM and MyBestSegments. It is a long-standing direct competitor in household-level consumer intelligence for retail site selection and marketing.
• SiteZeus: SiteZeus is a site selection and predictive analytics SaaS platform purpose-built for multi-unit retail and restaurant brands. It targets the same enterprise buyer and use cases (site scoring, trade area analysis) as Buxton's Factor application.
• Kalibrate: Kalibrate (formerly DAA/Dunn & Associates) delivers location intelligence, market planning, and customer analytics specifically for retail, restaurant, and convenience store chains — closely overlapping Buxton's core verticals and methodology.

Broad incumbents

• NielsenIQ: NielsenIQ is a global consumer intelligence powerhouse offering retail measurement, consumer panels, and analytics. It serves the same enterprise customers with broader, deeper data assets and competes with Buxton/Audiense in consumer insights.
• Esri (ArcGIS Business Analyst): Esri offers ArcGIS Business Analyst, a widely deployed location analytics platform used for site selection, trade area analysis, and demographic mapping. It competes broadly with Buxton's SCOUT and Factor applications across the same enterprise customers.
• CoreLogic: CoreLogic provides property data and analytics used extensively by retail site selection, real estate, and mortgage industries. Its parcel-level data and analytics overlap with Buxton's SCOUT and integrates with CRE workflows like the COSTAR integration Buxton offers.
• Experian (Consumer View / Mosaic): Experian offers consumer segmentation (Mosaic), demographic data, and marketing analytics used for audience targeting and location-based marketing — overlapping with Buxton's propensity scoring, customer profiles, and target audience reports.
• Cushman & Wakefield (Location Intelligence): Cushman & Wakefield's Location Intelligence team delivers retail and CRE site analytics for enterprise occupiers. As a major commercial real estate services firm, it competes with Buxton in serving multi-unit retail and healthcare real estate decisions.

Emerging players

• Cartesian (formerly known as mapping/analytics players): Cartesian-style analytics consultancies and newer entrants (e.g., Mapbox, SafeGraph) compete in adjacent location intelligence and geospatial analytics layers that Buxton customers may consider as alternatives or complements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/buxtonco
• LinkedInlinkedin.com/company/buxton

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Audiense (Formely Buxton)