Circana: Purchase-Based General Merchandise Audiences

Circana (merger of IRI and NPD) provides visibility into consumer behaviors, covering $4T+ in global consumer. Our footprint covers 20+ countries representing 80%+ of the world’s GDP and spanning 2,000+ categories to understand shifting consumer behaviors so you can stay ahead of the evolving consumer. We have 1,900+ partnerships covering nearly every consumer product purchase across 500K+ stores so you gain deeper partner knowledge and increase collaboration. We have global purchase-based data with 30MM+ products tracked across 26 industries so you can significantly improve your ROAS through better targeting, optimization and measurement.

Circana ProScores® General Merchandise 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.

Custom audiences may be available upon request pending feasibility.

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.

- 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 different types of Luxury/Prestige Beauty Products
- Purchasers of different types of Children's Toys

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（由IRI与NPD合并而成）可为用户提供消费者行为洞察，覆盖全球超4万亿美元的消费市场。我们的业务足迹遍布20余个国家，涵盖全球80%以上的GDP，覆盖2000余个品类，可助力洞察消费者行为的动态变化，帮助客户始终领先于不断演变的消费者需求。我们拥有1900余家合作方，覆盖50余万家门店的几乎所有消费品采购场景，可帮助客户更深入地了解合作伙伴并提升协作效率。我们拥有基于全球采购行为的数据集，追踪覆盖26个行业的3000余万件商品，助力客户通过更精准的定向投放、优化策略与效果衡量，大幅提升广告支出回报率（Return on Ad Spend, ROAS）。

Circana ProScores® 通用百货受众群体基于全渠道采购行为构建建模细分群体，并可推广至全美国家庭。Circana的数据集与成熟的建模方法论，可提供更高质量的、基于购买倾向的受众群体。

定制化受众群体可根据需求申请，具体可行性视情况而定。

对广告主的价值：
- 精准性：依托覆盖全国的零售商资源，可提供更优质的投放效果衡量输入与输出，稳定匹配率并提升定向投放的受众规模。
- 可落地性：提供最全面且精准的确定性激活方案，可实现受众与效果衡量的最优建模呈现，同时实现更高效、规模化的受众画像构建。
- 卓越的商业表现：可便捷获取多类数据集，使Circana团队能够为客户的战略与战术提供更优质的咨询与信息支持。

样本受众细分：
- 各类奢侈品/高端美妆产品购买者
- 各类儿童玩具购买者

预期工作流程：
- 客户将通过Snowflake访问Circana受众工作手册，确定需要激活的受众群体。
- 客户可通过Circana受众服务台（[e-mail]）提交受众需求。
- Circana受众服务台将向客户获取激活所需的相关详细信息。
- 待收集齐所有必要信息后，所请求的受众群体将推送至客户的Snowflake账户，以供激活使用。
- 若客户在受众工作手册中未找到所需受众群体，可联系受众服务台申请定制化受众群体。

搜集汇总

背景与挑战

背景概述

该数据集由Circana提供，涵盖全球20多个国家、26个行业的3000万+商品购买数据，通过建模分析为广告商提供高精度的受众细分和营销效果优化服务。支持通过Snowflake平台访问预置受众或申请定制化受众方案。