Numerator
- Company typePrivate
- Founded2016
- HeadquartersChicago, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingSoftware
Numerator firmographics
Firmographics- Name
- Numerator
- Legal name
- Numerator, LLC
- Website
- https://numerator.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Ownership category
- akta.pro rank
Where Numerator is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Numerator business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription / Platform Licensing (Insights, TruView, Promotions, Media Solutions): Recurring revenue from enterprise subscriptions to Numerator's SaaS-style data and insights platforms — Numerator Insights, TruView, Promotions Intel, Media Solutions, and Data Feeds — sold to CPG, retail, financial services, and agency clients. Subscription contracts are typically multi-year and tied to platform access, panel data feeds, and integrated analytics.
- Consulting & Research Services: Professional services revenue from Insights Consulting and Verified Voices Research Consulting engagements, where Numerator's industry experts deliver custom analyses, qualitative/quantitative research projects, and strategic recommendations for clients.
- Media Audience Targeting & Activation (Purchase+ Audiences): Revenue from audience modeling, targeting, and CRM/ROI measurement services that leverage Numerator's zero-party purchase data to activate media campaigns for advertisers and brands.
- Verified Voices Survey & Panel Access: Usage-based revenue from in-platform research (Instant Surveys) and full-service research engagements, where clients pay to access Numerator's 600K+ verified buyer panel for custom and targeted surveys.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise subscription (Insights, TruView, Promotions, Data Feeds, Media Solutions) — quote-based |
| Other | Multi-year contract | Consulting & Research Services — project-based quoting |
| Subscription | Multi-year contract | Emerging Brand tier — dedicated consultant, platform access, survey credits |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
Numerator product offering
Product offeringCore offering
Numerator sells enterprise SaaS-style consumer insights platforms built on its proprietary Numerator OmniPanel — a single-source consumer purchase panel covering 200,000+ longitudinal households, 600,000+ verified buyers, and 1M+ measurement panelists across 44,000+ retailers. Its products (Insights, TruView, Verified Voices, Promotions, Data Feeds, Media Solutions) deliver verified, zero-party omnichannel purchase data with demographic, psychographic, and media-consumption enrichment, sold via multi-year enterprise subscriptions and supported by full-service Consulting engagements.
Product overview
Numerator operates a platform-plus-modules architecture centered on the Numerator OmniPanel, which is a single-source consumer data asset built on 200K+ longitudinal panelists, 2,500+ attributes, 2B+ shopping trips and 44K+ tracked retailers (composed via the Receipt Hog consumer app and split into the Total Commerce Panel, Survey Panel, Measurement Panel and Test Panel). On top of this panel, Numerator offers core solutions: Numerator Insights (the flagship single-sourced insights platform, now augmented by AI features Numerator Narratives and the upcoming Nexa conversational AI agent), TruView (omnichannel market share measurement via the 1M+ Measurement Panel), Verified Voices (survey research via the 600K+ Survey Panel), Promotions (trade promotion tracking, including the Promotions Intel, Promo Packs and Promo Insights sub-modules), Data Feeds (Panel and Product data feeds for BI integration), Media Solutions (audience targeting and Purchase+ Audiences), and Consulting Services. Recent launches include Real-Time Attribution (AI-powered item-to-brand attribution), the GLP-1 Trends Hub, and the Numerator Consumer Goods Price Index economic research product, as well as vertical trackers such as the Amazon Prime Day Tracker.
Differentiator
Problem solved
Functional benefit
Brands
- Numerator OmniPanel: Single-source consumer purchase panel comprising Total Commerce Panel (200K households), Survey Panel (600K panelists), Measurement Panel (1M+ households), and Test Panel (50K households).
- Numerator TruView
- Numerator Verified Voices
- Numerator Promotions
- Nexa
- GLP-1 Trends Hub
- Numerator Narratives
Products and services
- Numerator Insights Single-sourced consumer insights platform for CPG manufacturers, retailers, and agencies, powered by 200K+ longitudinal panelists, 2,500+ consumer attributes, and 2B+ shopping trips. Provides on-demand access to shopper data updated daily, covering People, Product, Place, Performance, and Promotions analyses across all channels.
Companies that use Numerator
Customer profileNamed customers76 records
Segments10 records
Ideal customer profiles7 records
Numerator technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability10 records
Feature8 records
Numerator partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered major reputational partner and core strategic partnership.
- U.S. Federal Reserve (FEDS Notes)major reputational partnerNumerator's consumer panel data has powered Federal Reserve research (e.g., "A Better Way of Understanding the US Consumer: Decomposing Retail Spending by Household Income" published as a FEDS Note). Numerator also publishes monthly inflation/sentiment data.
- BellRing Brandscore strategic partnershipBellRing Brands extended its multi-year partnership with Numerator, a data and tech company, to enhance consumer insights for product strategies. The partnership supports BellRing's growth in the health and wellness category, especially around protein and RTD shakes.
- Kantar (Worldpanel division)core strategic partnershipWorldpanel by Numerator (a Kantar division) released FMCG and snacking data for India. K. Ramakrishnan of Worldpanel by Numerator is cited as a spokesperson. The partnership covers India FMCG market tracking across 82,000 Indian households.
Scale indicators18 records
Recent moves6 records
Expansion highlights6 records
Numerator competitors and assessment
Company assessmentDirect peers
- NielsenIQ: Global leader in consumer panel measurement and retail measurement services for CPG manufacturers and retailers. Directly comparable to Numerator's Total Commerce Panel, TruView, and Insights products across similar enterprise customer segments.
- Kantar: World's largest consumer panel operator through its Worldpanel division, with deep CPG and retail measurement capabilities. Numerator's international expansion in India actually runs through a Kantar partnership ('Worldpanel by Numerator'), making Kantar both partner and most direct global panel competitor.
- Circana (formerly IRI): Major provider of point-of-sale and consumer panel data to CPG manufacturers and retailers. Directly competes with Numerator's TruView and Total Commerce Panel offerings in CPG market share measurement and shopper insights.
- SPINS: Wellness and natural products panel data provider serving CPG brands and retailers with shopper insights. Comparable to Numerator in panel-based CPG measurement but focused on the natural/organic specialty channel — a meaningful adjacent competitor for Numerator's emerging and health-and-beauty brands.
- dunnhumby: Customer data science and loyalty analytics firm serving global retailers and CPGs (including Tesco, Kroger, Macy's). Directly comparable to Numerator's retailer shopper behavior and category management offerings, with similar verticalized retail and CPG focus.
- MRI-Simmons: U.S. consumer survey and panel provider focused on demographics, psychographics, and media consumption for agencies and media companies. Directly overlaps Numerator's Survey Panel and Media Solutions use cases (NBCUniversal, Pinterest, BET are shared customer types).
Broad incumbents
- GfK (Consumer Intelligence): Global market research and consumer intelligence firm with consumer panels across durable goods, tech, and retail. Broader portfolio than Numerator and less specialized in zero-party receipt capture, but overlapping in retail/CE measurement.
- Ipsos: Global market research and survey firm with extensive CPG, retail, and consumer insights practices. Comparable to Numerator's Verified Voices survey capabilities and consulting services but operates as a broader full-service research incumbent rather than a panel-data specialist.
Regional players
- 84.51° (Kroger): Kroger-owned retail data science subsidiary that builds shopper insights and loyalty analytics for Kroger's owned retail media network. Compares to Numerator's retailer-facing shopper behavior and category management offerings, but is captive to Kroger rather than serving the broader market.
Emerging players
- LiveRamp: Data collaboration platform enabling audience activation across the advertising ecosystem. Adjacent peer to Numerator's Media Solutions / Purchase+ Audiences capabilities, addressing overlapping CPG and agency customers but via identity resolution rather than zero-party purchase data.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Numerator social profiles
Digital presenceNumerator compliance and trust
Trust signalCompliance2 records
Numerator financial estimates
Financial estimateRevenue estimate
Valuation estimate
Numerator leadership team
Management profileNumber of profiles
Profiles20 records
Numerator subsidiaries and ownership
Company hierarchySubsidiaries3 records
Numerator funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Numerator M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Numerator
What does Numerator do?
Numerator sells enterprise SaaS-style consumer insights platforms built on its proprietary Numerator OmniPanel — a single-source consumer purchase panel covering 200,000+ longitudinal households, 600,000+ verified buyers, and 1M+ measurement panelists across 44,000+ retailers. Its products (Insights, TruView, Verified Voices, Promotions, Data Feeds, Media Solutions) deliver verified, zero-party omnichannel purchase data with demographic, psychographic, and media-consumption enrichment, sold via multi-year enterprise subscriptions and supported by full-service Consulting engagements.
Is Numerator a public or private company?
Numerator is a private company. It is classified as venture growth investor backed and is currently operating.
When was Numerator founded?
Numerator was founded in 2016. It employs 5,001 to 10,000 people.
Where is Numerator based?
Numerator is headquartered in Chicago, United States, in the North America region.
How does Numerator make money?
Four revenue lines are on record. Subscription / Platform Licensing (Insights, TruView, Promotions, Media Solutions) is the primary driver. The others are consulting & Research Services, media Audience Targeting & Activation (Purchase+ Audiences) and verified Voices Survey & Panel Access.
Who are Numerator's main competitors?
Direct peers on record are NielsenIQ, Kantar, Circana (formerly IRI), SPINS, dunnhumby and MRI-Simmons. Broad incumbents are GfK (Consumer Intelligence) and Ipsos. 84.51° (Kroger) is listed as a regional player. LiveRamp is listed as an emerging player.
Does Numerator have an API?
No public API is recorded for Numerator.