Circana Launches 'Complete Why' Purchase Drivers Tool

Retail and consumer intelligence provider Circana has unveiled Complete Why, an analytics solution based on POS data and giving CPG manufacturers rapid insights into the true drivers of sales performance.

Circana was created following the 2022 merger of global consumer data firms IRI and The NPD Group, and offers solutions based around a core product, LiquidData. Recent additions have included LiquidAI; and Attribute Marketplace, which allows clients to browse and select attributes from external datasets.

Complete Why pulls in continuously refreshed point-of-sale data and uses store- and week-level modeling to diagnose and quantify the impacts on each product and market of up to 60 distinct drivers. Analysis covers key factors such as price, promotions and distribution, alongside critical external influences like competitive activity, economic conditions and the weather. The solution is built into the company's advanced visualization tool Unify+, and is available now in the US, with planned expansion into EMEA later this year.

Circana says the platform's AI-enabled statistical models 'mitigate aggregation bias common in other approaches, providing a more accurate understanding of performance drivers.' President of Global Solutions Patty Altman comments: 'Our Complete Why solution fundamentally changes how companies evaluate performance and empowers them to make smarter, more agile decisions. By combining rich driver coverage, comprehensive POS data, and an intuitive user experience, we are providing our clients with a powerful tool to understand what is truly shaping results in the marketplace.'

The group's home page is at www.circana.com .