Numerator Moves to Real-Time Attribution in Canada

Numerator has announced Real-Time Attribution, an AI-powered upgrade to its Canada coverage promising clients 'significantly reduced' time between trip capture and the delivery of brand- and category-level insights. A series of calibration and benchmarking enhancements are planned for later this year.

Chicago-based Numerator was acquired by Kantar in 2021, launched in Europe in March last year, and merged with Kantar's Worldpanel in the summer - however it has now separated from Kantar's Consulting business. The company blends first-party data from over 1 million US households with advanced technology to provide '360-degree consumer understanding', covering behavior and attitudes across consumer goods, retail, restaurants, tech and media, management consulting, institutional investors, and the public sector.

The new Real-Time Attribution service uses AI to continuously assign items to brands and categories as trips are collected, reducing the time between purchase and insight, and allowing brands to more quickly identify, interpret, and respond to emerging trends, according to the firm. Numerator says it should increase sample coverage by an average of 43% across FMCG categories, enhancing visibility into fast-moving and previously underrepresented segments of the market.

The further updates, due later in the year, will enhance the company's calibration framework to further strengthen trend accuracy and stability, and deliver greater granularity by expanding calibration benchmarks beyond total store-level retailer data to include a broader set of retailers and banners at the department or sector level, where applicable.

CPO Brian Redmond (pictured) says the launch 'advances speed, scale and consistency together by transforming attribution into a continuous, always-on system,' giving clearer visibility into both established and fast-growing brands across Canada.

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.