The value of data isn’t always in its volume – it’s in what it empowers you to “do”.  In the consumer packaged goods (CPG) industry, where precision drives performance, Becausal has already established itself as a force in making data actionable, granular, and trustworthy. But as the market shifts and expectations rise, the real opportunity isn’t just maintaining this edge – it’s extending it into a future where data doesn’t just describe the world but helps change it.

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What Clients Count On Today

Unmatched Coverage: Becausal brings rich CPG purchase data from mass, grocery, club, drug, dollar, and online channels – most notably from Amazon – ensuring clients don’t miss a single angle of the market.

Walmart Transaction Scale: With 20% of Becausal’s file representing Walmart shoppers, clients gain visibility into one of the hardest-to-access retail ecosystems. This is a data asset even Circana can’t match.

Breadth and Depth: From household goods, food and beverages to pet food, and down to the SKU and GTIN level, Becausal provides the most granular picture of purchasing behavior available.

Extraordinary Taxonomy: The normalization and categorization of disparate data sources give clients clean, consistent, high-accuracy insights – a competitive advantage that’s felt in every campaign and analysis.

Cost Efficiency: Clients consistently report substantial savings versus other providers like Fetch, Circana and others – without sacrificing data fidelity or scope.

Flexibility in Application: Whether for seeding, enhancement, audience extension, standard activation through TTD, LiveRamp and others, off-platform retail media activation such as the Amazon DSP, clean room analytics, or sales lift measurement, Becausal enables clients to build custom workflows that scale and adapt.

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Where the Value Is Going

In a world increasingly skeptical of opaque metrics and black-box optimization, Becausal is perfectly positioned to lead a new era of transparent intelligence. Here’s what that future looks like from a customer’s perspective:

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(cont’d)

1. From Retrospective to Predictive

With granular transactional data as the foundation, future integrations of causal AI will allow clients to simulate outcomes – what happens if we shift spend from club to online? – and answer those questions with confidence, not guesswork.

2. Data That Explains, Not Just Reports

Thanks to its normalization and structural accuracy, Becausal data is inherently suited for causal modeling. Expect future tools that not only report lift, but tell you why it happened and how to replicate it elsewhere.

3. Clean Rooms, Cleaner Results

As data collaboration expands across retail ecosystems, Becausal’s compatibility with clean room environments will become more powerful – fueling joint insights while preserving privacy. Even more clients will use Becausal data not just in their own stack, but across a federation of partners.

4. CPG Planning Becomes Dynamic

The days of static shopper insights reports are numbered. Becausal’s transaction streams and normalized product taxonomy open the door to living dashboards that adapt as campaigns run and markets shift.

5. Smarter, More Trustworthy Activation

In a future where machine learning will drive ad placement, product recommendations, and store stocking decisions, Becausal data will act as the ethical ground truth – the  evidence layer with which machine logic can align.

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The Road Ahead

What made Becausal essential to CPG marketers over the last decade will make it indispensable in the next: clean, complete data that works across platforms, channels, and use cases. But the future isn’t about just more data. It’s about trusted intelligence – data that can guide strategy, improve decision-making, and adapt in real time.

Becausal isn’t waiting for the future. We’re building it—alongside our clients.

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