The consumer data landscape is extremely complex and happens within murky black-boxes across siloed AdTech platforms and retailer media networks (RMNs). Today, Becausal is taking a major step toward unlocking cross-platform audience intelligence with the launch of its CPG Data Store, the industry’s largest freely searchable dataset of consumer-packaged goods (CPG) purchase and transaction data across major U.S. retailers and CPG brands. The CPG Data Store will have Becausal’s full dataset – multisourced purchase data from +12 million U.S. consumers across the top 20 retailers. 

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Currently in closed beta, the CPG Data Store puts verified, explainable purchase data directly in the hands of marketers, retailers and analysts who need to move fast, spend smarter and prove results with confidence.

A Clearer View of Consumer Behavior

The CPG Data Store allows users to explore real-world purchase patterns with forensic precision—from category and brand trends to retailer-specific performance. Marketers and analysts can pose nuanced questions about consumers’ buying habits, frequency and spend patterns, and receive clear, visual insights backed by deterministic data.

More than 20 agencies, CPG brands, and platforms like LiveRamp are already involved in the closed beta. Early users are exploring category dynamics, identifying audience white space and uncovering unexpected opportunities across retailers.

The pipes are built to activate these carefully crafted audiences through Demand-Side Platforms (DSPs)—directly from the Becausal environment—thanks to LiveRamp’s Data Collaboration Network and APIs, making it seamless to push audiences into media execution.

Max Carranza, VP Sales, Tech and Data from LiveRamp said, “We believe that connecting deterministic identity with purchase data and sales is key for unlocking unprecedented marketing growth. Making Becausal data available in LiveRamp’s network helps buyers to make quicker, informed decisions, enabling seamless activation, and the most effective allocation of marketing investments.”

With over 3 million consumers and $300 million in tracked spend across 445,500 products, the Data Store delivers clarity at scale. Updated weekly, it gives users a living view of the marketplace—one that evolves alongside consumer behavior itself.

Why Transparency Matters

For years, marketers have been told to “trust the model.” Becausal believes you should be able to see it, work with it and extract the highest possible value from it.

“The CPG Data Store opens up a new era of transparency, intelligence and agility for CPG marketers,” said Chuck Ennis, Chief Commercial Officer at Becausal. “Whether you’re a retailer looking to own more of the consumer’s share of basket or a brand optimizing performance with category spend, this is an extremely powerful data asset that puts intelligence directly in the hands of users.”

By making this level of data accessible and explainable, Becausal gives brands, agencies, and retailers the ability to identify opportunities, predict trends and drive incremental growth—all without sacrificing trust or accountability.

The platform provides brand- and product-level metrics such as total spend by retailer, demographic breakdowns (age and gender), and household reach. It also enables users to model propensity-to-purchase and explore the trade-offs between audience size and performance, helping marketers make informed, data-backed decisions.

Shaping the Future of CPG Audience Intelligence

After incorporating feedback from its first wave of testers, Becausal is expanding its closed beta program to include additional agencies, brands, and data partners. Participants will gain early access to a transformative audience intelligence tool built around transparency, explainability, and actionable insights.

Because in today’s data-driven world, transparency isn’t just a promise—it’s the new standard.

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