Circana (formerly IRI and The NPD Group) is the leading advisor on the complexity of consumer behavior, providing data-driven insights, analytics, and technology solutions that help almost 7,000 brands and retailers understand and predict consumer purchasing patterns across retail, CPG, beauty, foodservice, healthcare, and technology sectors covering $4T+ in global consumer spending across 26 industries.
URL: Visit APIs.json URL
Run: Capabilities Using Naftiko
- Analytics, Consumer Data, Market Research, Retail, CPG, Point Of Sale, Consumer Insights, Business Intelligence
- Created: 2024-01-01
- Modified: 2026-04-18
Unify+ is Circana's business intelligence platform that provides access to data visualization, analytics, and reporting capabilities with conversational AI for automated analysis and insights.
Human URL: https://www.circana.com/solutions/unify-plus
- Business Intelligence, Data Visualization, Analytics, Reporting
Liquid Data is Circana's cross-industry technology platform providing advanced analytics, data integration, and AI-powered insights deployable across Azure, AWS, Google Cloud, and Oracle Cloud environments.
Human URL: https://www.circana.com/company/technology
- Data Platform, Analytics, Cloud, Data Integration
- Documentation
- OpenAPI
- JSONSchema - POS Record Schema
- JSONSchema - Market Share Record Schema
- JSONSchema - Consumer Purchase Record Schema
- JSONSchema - Consumer Segment Schema
- JSONSchema - Category Detail Schema
- JSONSchema - Brand Detail Schema
- JSONSchema - Retailer Summary Schema
- JSONSchema - Report Detail Schema
- JSONSchema - Export Detail Schema
- JSONLD
Liquid Data Go is a turnkey insights solution delivering affordable, actionable market, retailer, and consumer intelligence for emerging and mid-market CPG and general merchandise brands with 15% more market measurement coverage.
Human URL: https://www.circana.com/solutions/liquid-data-go
- Market Intelligence, CPG, Analytics, Emerging Brands
Intelligence Suite helps integrate, harmonize, and automate data workflows with hundreds of pre-built connectors for Azure, Snowflake, AWS, Google BigQuery, and Databricks, enabling real-time automation and insights.
Human URL: https://www.circana.com/solutions/intelligence-suite
- Data Integration, Automation, Data Harmonization, Cloud
Complete Market provides robust POS measurement for in-store and online sales with fulfillment type breaks and UPC details across CPG categories.
Human URL: https://www.circana.com/solutions/complete-market
- Point Of Sale, Market Measurement, Retail Analytics
Complete Consumer combines verified purchase data, survey insights, and advanced shopper panels to provide a 360-degree view of how, where, and why consumers shop across channels.
Human URL: https://www.circana.com/solutions/complete-consumer
- Consumer Panel, Shopper Insights, Purchase Data
Complete Beauty offers a holistic view of the beauty industry combining mass and prestige POS data for manufacturers and retailers to track emerging shifts in consumer preferences and category performance.
Human URL: https://www.circana.com/solutions/complete-beauty
- Beauty, Market Data, Prestige, Mass Market
Complete Food and Beverage unites retail, CPG, foodservice, and consumption data to deliver a complete understanding of U.S. food and beverage consumption patterns.
Human URL: https://www.circana.com/solutions/complete-food-and-beverage
- Food, Beverage, Foodservice, CPG
Liquid Data Collaborate provides AI-powered retail data analysis capabilities for brands, manufacturers, and retailers enabling collaborative insights and data-driven decision making.
Human URL: https://www.circana.com/solutions/liquid-data-collaborate
- Data Collaboration, Retail Analytics, AI
Liquid Data Engage propels retailers into a new era of decision-making with precise, customer-centric data for developing retail strategies.
Human URL: https://www.circana.com/solutions/liquid-data-engage
- Retail Strategy, Customer Analytics, Data Precision
Liquid Activation enables marketers to build and activate purchase-based audiences in minutes using deterministic data, integrating with publishers, media platforms, and marketing technologies.
Human URL: https://www.circana.com/solutions/liquid-activation
- Audience Activation, Marketing, Advertising
Price and Promotion solutions combine AI models and granular store-level data to optimize pricing strategies, quantify elasticity, and improve promotional efficiency delivering 5% average sales growth.
Human URL: https://www.circana.com/solutions/price-and-promotion
- Pricing, Promotion, Trade Optimization, Forecasting
Retail Media connects shopper analytics to activation, linking marketing to retail sales for longitudinal insights and improved ROAS with AI-driven media channel performance assessment.
Human URL: https://www.circana.com/solutions/retail-media
- Retail Media, Advertising, ROAS, Media Analytics
Complete Why delivers fast AI-powered insights so teams know what is working, what is not, and where to act next before opportunities disappear.
Human URL: https://www.circana.com/solutions/complete-why
- AI Analytics, Sales Performance, Diagnostics
- Portal
- Documentation
- Blog
- Customers
- TermsOfService
- PrivacyPolicy
- Contact
- Resources
- Partners
- Training
- Pricing
| Name | Description |
|---|---|
| Liquid Data Platform | Cross-industry data and advanced analytics platform deployable across Azure, AWS, Google Cloud, and Oracle Cloud environments. |
| Liquid AI | Next-generation intelligence platform leveraging generative AI to accelerate decision-making and shift focus from hindsight to foresight. |
| Conversational AI | AI embedded into Unify+ allowing teams to automate routine analysis and reduce time to insight. |
| Complete Market Measurement | Robust POS measurement for in-store and online sales with fulfillment type breaks and UPC details. |
| Consumer Panel Data | 360-degree view of U.S. buyers tracking purchases across channels with POS-aligned panel insights. |
| Intelligence Suite Connectors | Hundreds of pre-built connectors for Azure, Snowflake, AWS, Google BigQuery, and Databricks integration. |
| Purchase-Based Audiences | Build and activate audiences using deterministic purchase data for precision marketing. |
| Price Elasticity Modeling | AI models with granular store-level data to quantify price elasticity and promotional efficiency. |
| Cross-Industry Coverage | Coverage of $4T+ in global consumer spending across 26 industries in 23 countries. |
| Predictive Market Structure | Industry-only predictive market structure based on actual shopper behavior for new product forecasts within 10% accuracy. |
| Name | Description |
|---|---|
| Market Share Tracking | Track brand and category performance across retail channels with POS and panel data to understand competitive positioning. |
| New Product Innovation | Validate new product concepts with custom simulations and predictive market structure analysis to prioritize winning ideas. |
| Pricing Optimization | Optimize pricing strategies using AI-driven elasticity models and store-level data to maximize revenue and margin. |
| Promotional Planning | Plan and evaluate trade promotions with quantified ROI metrics and scenario modeling for smarter promotional spending. |
| Consumer Segmentation | Segment consumers by behavior, demographics, and purchase patterns to tailor marketing and product strategies. |
| Retail Media Measurement | Measure retail media campaign performance linking advertising spend to actual sales outcomes for improved ROAS. |
| Assortment Optimization | Optimize product mix by category, store, and geography to improve shelf efficiency and drive sales growth. |
| Supply Chain Visibility | Monitor near-real-time cross-retailer inventory and distribution data to spot risks and gaps early. |
| Audience Activation | Build purchase-based audience segments and activate them across publishers and media platforms in minutes. |
| Foodservice Intelligence | Unite retail, CPG, foodservice, and consumption data for a complete picture of food and beverage market dynamics. |
| Name | Description |
|---|---|
| Snowflake | Access Circana POS and panel data directly within Snowflake Data Cloud for seamless data sharing and collaboration. |
| Microsoft Azure | Deploy Liquid Data platform on Azure for cloud-native data integration and analytics workflows. |
| Amazon Web Services | Deploy Liquid Data platform on AWS for scalable cloud analytics and data processing. |
| Google BigQuery | Connect Circana data to Google BigQuery for large-scale analytics and machine learning workloads. |
| Databricks | Integrate Circana data with Databricks for advanced analytics, data engineering, and AI model training. |
| LiveRamp | Collaborate on RampIDs with Circana purchase data in Snowflake for privacy-safe audience targeting. |
| Oracle Cloud | Deploy Liquid Data platform on Oracle Cloud for enterprise-grade data processing and analytics. |
| Google Cloud Platform | Deploy Liquid Data platform on GCP for cloud-based analytics and data integration. |
Machine-readable API specifications organized by format.
- POS Record
- Market Share Record
- Consumer Purchase Record
- Consumer Segment
- Category Detail
- Brand Detail
- Retailer Summary
- Report Detail
- Export Detail
- POS Record
- Market Share Record
- Consumer Purchase Record
- Consumer Segment
- Category Detail
- Brand Detail
- Retailer Summary
- Report Detail
- Export Detail
- POS Record
- Market Share Record
- Consumer Purchase Record
- Consumer Segment
- Category Detail
- Brand Detail
- Retailer Summary
- Report Detail
- Export Detail
Naftiko capabilities organized as shared per-API definitions composed into customer-facing workflows.
- Circana Liquid Data -- 14 operations for market data, consumer panel, categories, brands, retailers, reports, and exports
| Workflow | APIs Combined | Tools | Persona |
|---|---|---|---|
| Market Intelligence | Liquid Data | 14 | Brand Manager, Category Manager, Market Researcher |
- Circana Vocabulary -- Unified taxonomy mapping 9 resources, 3 actions, 1 workflow, and 4 personas across operational (OpenAPI) and capability (Naftiko) dimensions
- Circana Spectral Rules -- 40 rules across 12 categories enforcing Circana API conventions
FN: Kin Lane
Email: kin@apievangelist.com