Circana (formerly known as IRI): Purchase-Based CPG Audiences|消费品购买行为数据集|数据分析数据集

Circana, formerly known as IRI, offers the largest and strongest data assets for the CPG industry - with ~210 million retailer loyalty cards, translating to 113 million unique households covering 93% of the US. These metrics equate to 4x ACV vs other purchase-based providers. Additionally, Circanaa has exclusive partnerships with Walgreen's, Kroger and others! Circana is the industry's only provider of 100% deterministic audiences and provides 27 months of longitudinal data. 87% of Circana Retailer Transactions are captured via loyalty cards.

Circana offers three types of audiences:

- Circana ProScores® Audiences offer modeled segments based on all-outlet purchase behavior, projected out to all US households. Circana's data and proven modeling methodology provide higher-quality, propensity-based audiences.

- Circana Verified Audiences connects brands and retailers to consumers and shoppers based on deterministic or exhibited purchase behavior.

- Circana Complete Audiences combine Circana's best-in-class deterministic and probabilistic audiences for accurate, scaled targeting.

*Custom audiences are available on request

Along with best in class CPG audiences, Circana also offers various Lifestyle audiences by request as well.

Circana also offers data for analysis, planning and insights. Please see our other listing for more information.

What it Means for Advertisers:

- Accuracy: allowing for better inputs and outputs for measurement, stable match rates and increased volume for targeting due to breadth of national retailers.

- Granularity: UPC level information which is aligned with Circana's Data Dictionary – deterministic attribution with no requirement of extrapolation of receipt capture information.

- Actionability: the most comprehensive and accurate deterministic activation. This allows the best representation of modeling for both audiences and measurement, along with more effective and scaled audience profiling.

- Superior Business Performance: easy access to an array of data sets enables the Circana team to better consult and inform on client strategies and tactics.

Sample Audience Segments:
- Purchasers of a specific CPG category (ex. Carbonated Beverages)
- Purchasers of a specific CPG sub-category (ex. Regular Soft Drinks)
- Purchasers of a specific CPG brand (ex. Pepsi)

Expected Workflow:
- Consumer will access Circana's Audience Workbook through Snowflake to determine the audiences they would like to activate.
- Consumer will reach out to Circana's Audience Desk, [e-mail], with their audience request.
- Circana's Audience Desk will obtain pertinent details from the client for activation.
- Once all required information is obtained, the requested audiences will be pushed to the consumer's Snowflake account for activation.
- If a consumer does not see the audience they're looking for in the Audience Workbook, please reach out to the Audience Desk for a custom audience.