CHICAGO – Circana, LLC has announced the launch of Complete Why™ analytics solution for the consumer packaged goods (CPG) industry. This innovative tool provides manufacturers with precise, AI-enabled insights into the true drivers of sales performance, enabling faster and more strategic business decisions.
The Complete Why solution uses store- and week-level models to diagnose and measure the effects of up to 60 different drivers per product and market. This thorough analysis of sales performance includes key factors like price, promotions, and distribution, as well as important external influences such as competitive activity, economic conditions, and weather. The solution is constantly updated with the latest point-of-sale data and integrated into Circana’s Unify+™ platform, an advanced visualization tool that provides an intuitive user experience and quick, automated insights. It aims to help CPG companies navigate a tough operating environment by accurately identifying what is driving results in the marketplace.
The solution strengthens Circana’s analytics portfolio by delivering advanced, driver-based diagnostics at scale. By processing trillions of data points, its AI-enabled statistical models mitigate aggregation bias common in other approaches, providing a more accurate understanding of performance drivers. This allows teams to move quickly from insight to action with deep, flexible insights across products, geographies, and retailers.
“Our Complete Why solution fundamentally changes how companies evaluate performance and empowers them to make smarter, more agile decisions,” said Patty Altman, president of Global Solutions for Circana. “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. This next generation of analytics delivers the confidence and speed needed to thrive.”
Circana’s Complete Why solution is now available in the U.S. CPG market, with planned expansion into EMEA later this year.
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