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.

Circana前身为IRI，拥有快消品(CPG)行业规模最大、质量最过硬的数据资产——覆盖约2.1亿张零售商忠诚卡，对应1.13亿个独立家庭，覆盖美国93%的市场。该数据规模对应的全商品交易量(ACV)是其他同类购买行为数据提供商的4倍。此外，Circana与沃尔格林(Walgreen's)、克罗格(Kroger)等企业达成独家合作！Circana是行业内唯一提供100%确定性受众的服务商，同时可提供长达27个月的纵向数据。Circana的零售商交易中，有87%通过忠诚卡完成数据捕获。

Circana提供三类受众群体：
- Circana ProScores® 受众群体：基于全渠道购买行为构建建模细分群体，并投射至全美国庭。Circana的数据与成熟的建模方法可提供更高质量的基于倾向得分的受众群体。
- Circana Verified 受众群体：基于确定性或已展现的购买行为，实现品牌、零售商与消费者及购物者的精准连接。
- Circana Complete 受众群体：整合Circana顶尖的确定性与概率性受众群体，打造精准、规模化的定向投放能力。
* 可按需定制专属受众群体

除顶尖的快消品(CPG)受众群体外，Circana还可按需提供各类生活方式受众群体。

Circana同时提供用于分析、规划与洞察生成的数据服务，更多详情请查阅我方其他上架产品。

### 对广告客户的价值：
- 精准性：依托全国零售商的广泛覆盖，可优化衡量模型的输入与输出，获得稳定的匹配率与更大的定向投放规模。
- 颗粒度：具备与Circana数据字典对齐的通用产品代码(UPC)级信息，可实现确定性归因，无需对收据捕获信息进行外推。
- 可操作性：提供行业最全面、精准的确定性激活服务，可针对受众群体与衡量构建最优模型，同时实现更高效、规模化的受众画像。
- 卓越业务绩效：可便捷获取丰富的数据集，使Circana团队能够为客户的战略与战术提供更优质的咨询与洞察支持。

### 样本受众细分：
- 特定快消品(CPG)品类购买者（例如碳酸饮料）
- 特定快消品(CPG)子品类购买者（例如普通软饮料）
- 特定快消品(CPG)品牌购买者（例如百事可乐）

### 预期工作流程：
- 客户将通过Snowflake访问Circana受众工作簿，以选定需激活的受众群体。
- 客户可联系Circana受众服务台（邮箱：[e-mail]）提交受众需求。
- Circana受众服务台将向客户收集激活所需的相关细节信息。
- 待收集齐所有必填信息后，所需受众群体将推送至客户的Snowflake账户以供激活使用。
- 若客户在受众工作簿中未找到所需受众群体，请联系受众服务台定制专属受众群体。

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。