Circana Rolls Out Market Share Drivers Tool

Global retail and consumer intelligence provider Circana has launched the Market Share Drivers solution, which brings together a number of distinct data assets with advanced statistical modeling to help US CPG retailers precisely identify the factors driving changes in their market share.

Circana was created following the 2022 merger of global consumer data firms IRI and The NPD Group. Its solutions are based around a veteran product LiquidData, updated recently with the addition of LiquidAI; and Attribute Marketplace, which allows clients to browse and select attributes from external datasets.

The new platform uses scalable, repeatable analysis to quantify the specific drivers of change in market share, allowing retail teams to implement targeted, data-backed strategies to address them. Data comes from two of the firm's own solutions, Complete Market and Complete Consumer, integrated with OOS benchmarking, macroeconomic and weather data. The software adapts automatically to a retailer's unique scope and geographic needs and delivers automated, 'presentation-ready' outputs designed through the retailer's operational lens, and customizable for different internal audiences.

Cara Pratt (pictured), President of Global Retail and Media at Circana, comments: 'By bringing our most powerful data assets together into a single platform, we are doing the heavy lifting so you can focus on impact. Our Market Share Drivers solution empowers your teams with the absolute clarity and confidence needed to accelerate decision-making and fuel growth, freeing you from the burden of connecting fragmented signals.'

Web site: www.circana.com .

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