Circana Purchase Based CPG Data

**Overview**
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, Circana 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 IRI Retailer Transactions are captured via loyalty cards.

**Use cases**
Circana currently has the following data sets for analysis, planning and insights:
- Circana ProScores®: These 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. ProScores are available for direct activation or for advertiser first-party enrichment.
- Buyer Flags: A household list based on Circana's 500MM loyalty cards worth of deterministic purchase data that captures which households exhibited specific purchase behavior (which can be defined on a custom basis, e.g., buyers of diet soft drinks). Buyer flags allow advertisers get a deeper and more holistic view of their consumers allowing for better decision making in their marketing efforts.
- 50MM Category Transactional Data: A subset of Circana's loyalty card households, representative of Circana's total loyalty card data, excluding Kroger. This can be used by advertisers for planning, profiling, audience building, measurement, and audience activation.

**Product details**
Sample Data Elements
- Purchasers of a specific CPG category (ex. Carbonated Beverages)
- Purchasers of a specific CPG sub-category (ex. Regular Soft Drinks)
Fields Included:
- Consumer ID: Circana Household ID that gets translated to client/platform ID
- UPC: 14-digit UPC
- Purchase Time: Transaction date and time
- Quantity: Aggregated quantity purchased by UPC, ID and purchase time
- Basket Total: Total price paid for all items in basket (regardless of category)
- Transaction ID: Unique, randomly generated identifier for the purchase