Circana (formerly known as IRI): Purchase-Based CPG Audiences

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.

AI搜集汇总

背景与挑战

背景概述

该数据集由Circana（前身为IRI）提供，专注于基于购买的CPG（消费品包装）受众数据，覆盖美国93%的家庭，包含约2.1亿零售商忠诚卡和1.13亿独特家庭，数据量是其他提供商的4倍。它提供100%确定性受众和27个月的纵向数据，分为ProScores®（预测性建模）、Verified（确定性购买行为）和Complete（混合型）三种受众类型，强调准确性、细粒度（UPC级别信息）和可操作性，适用于广告定向、分析和业务策略。