# Circana (FKA IRI) — Vendor Intelligence Profile
> Source: Vedex (https://vedex.ai) | Generated: 2026-10-05T08:41:12.866Z

## Overview

- **Description**: Circana, formerly known as IRI, offers the largest and strongest data assets for the CPG industry - with ~210 million retailer loyalty cards, translating to 113 million unique households covering 93% of the US. These metrics equate to 4x ACV vs other purchase-based providers. Additionally, Circanaa has exclusive partnerships with Walgreen's, Kroger and others! Circana is the industry's only provider of 100% deterministic audiences and provides 27 months of longitudinal data. 87% of IRI Retailer Transactions are captured via loyalty cards.
Circana currently has the following data sets for analysis, planning and insights:
Circana ProScores®: These audiences offer modeled segments based on all-outlet purchase behavior, projected out to all US households. Circana's data and proven modeling methodology provide higher-quality, propensity-based audiences.  ProScores are available for direct activation or for advertiser first-party enrichment.
Buyer Flags: A household list based on Circana's 500MM loyalty cards worth of deterministic purchase data that captures which households exhibited specific purchase behavior (which can be defined on a custom basis, e.g., buyers of diet soft drinks).  Buyer flags allow advertisers get a deeper and more holistic view of their consumers allowing for better decision making in their marketing efforts.
50MM Category Transactional Data: A subset of Circana's loyalty card households, representative of Circana's total loyalty card data, excluding Kroger.  This can be used by advertisers for planning, profiling, audience building, measurement, and audience activation.
Circana ProScores®, both syndicated and custom, are available for activation only as well.  Please see our audience listing for more information.
What it Means for Advertisers:
Planning: Access Circana data in collaboration with other partners and platforms.
Insights: Enrich 1P data to gain insights, segment, profile and build audiences.
Activation: Omnichannel insights based on aggregated outcomes from your proprietary data and delivered through your preferred partners.
Measurement: Conversion measurement and analytic consulting for quick learning and applications.
Sample Tables:
Purchasers of a specific CPG category (ex. Carbonated Beverages)
Purchasers of a specific CPG sub-category (ex. Regular Soft Drinks)
Fields Included:
Consumer ID: Circana Household ID that gets translated to client/platform ID
UPC: 14-digit UPC
Purchase Time: Transaction date and time
Quantity: Aggregated quantity purchased by UPC, ID and purchase time
Basket Total: Total price paid for all items in basket (regardless of category)
Transaction ID: Unique, randomly generated identifier for the purchase
Expected workflow:
Client and Circana align on use cases and data specs
Circana uploads data set to Snowflake
Where relevant, Snowflake joins Circana with client's data
Data is transferred from Snowflake to end destination (ad platform or client's CRM)
- **Domain**: circana.com
- **Contact Email**: kat.lenling@circana.com
- **Company Website**: https://circana.com

## Categories & Sectors

- **Categories**: 360-Degree Customer View, Audience Activation, Contact Data Enrichment, Marketing, Media

## Marketplace Presence

- **Source Platforms**: snowflake_marketplace
- **Platform Count**: 1

## Intelligence Scores

- **Vendor Score**: 19
- **Market Presence**: 16.7
- **Integration**: 20
- **Business Maturity**: 3.2

## Links

- Vedex Profile: https://vedex.ai/vendor/circana-fka-iri-2e22a8
- Due Diligence: https://vedex.ai/due-diligence/circana-fka-iri-2e22a8