Habu Links NCS Consumer Purchase and Household Data

In the US, data clean room software developer Habu has partnered with ad performance analyst NCSolutions (NCS), to use the latter's consumer purchase data to help brands uncover and accelerate new insights.

NCS is a joint venture between Nielsen and shopper intelligence specialist Catalina, with the former as the majority owner. Habu's no-code clean room solution enables business users to share and analyze sensitive data in a privacy safe manner without technical knowledge. Following the deal, companies will be able to enrich their first-party data with household purchase intelligence, fueling CRM enrichment, profiling, analytics, modeling and measurement.

NCS's CPG Insights Stream delivers privacy compliant purchase-based insights from a variety of sources, including grocery, drug, convenience, mass market, big box, eCommerce, delivery apps, receipt capture and panels. Marketers can now access purchase data and ready-to-use insights within their Habu clean room solution, unlocking buying patterns for 127 million households, 4,500 product groups, and 3 million universal product codes (UPCs).

NCS Chief Operating Officer Jeff Doherty (pictured) comments: 'The desire to conduct in-depth analysis in a privacy-safe environment is becoming a rising priority for CPG marketers. But it takes quite a bit of time and effort to get raw transaction data to where it needs to be to drive results. By streaming our purchase data insights into Habu's innovative platform, we can help CPG marketers outpace their data analytics goals and improve advertising effectiveness immediately'.

Web sites: www.habu.com and www.ncsolutions.com .