Numerator Launches TruView Market Share Measure

Chicago-based consumer and market intelligence company Numerator has launched an omnichannel market share measurement system called TruView, for use by CPG brands and retailers.

Numerator, which today has more than 2,400 employees worldwide, was formed in 2018 when Market Track combined its own brand and that of its subsidiary InfoScout under a single new name. Earlier this month, Kantar announced it had reached an agreement to acquire Numerator from investment firm Vista Equity Partners, in a deal which sources claim is valued at about $1.5 billion.

The new TruView solution has been developed to measure in-store, online and emerging retail channels, helping users evaluate brand performance by brand manufacturers, retailers, and industry and sell-side analysts. Market share is usually measured using aggregated point-of-sale data (POS), which Numerator claims falls short on reflecting the market. Numerator estimates that more than half of all shopping (55%) is now taking place outside of the retailers POS can see, including eCommerce.
TruView uses consumer-sourced purchase data at scale, powered by the company's 1+ million household panel, and allowing brands and retailers to look at market share by the people who buy the products, not just at the stores that sell them.

CEO Eric Belcher (pictured) comments: 'POS-based share measurement was created decades ago when consumers had fewer choices, resulting in far more uniform shopping behavior than we see today. We believe the primary measure of market share in the future will capture all shopping channels that consumers utilize, will allow a marketer to know the consumer segments behind a purchase, and will also be available in near real-time'.

Web site: www.numerator.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.