Big Chalk

What Big Chalk does

Big Chalk is a privately held CPG and retail analytics consulting firm founded in 2021 and headquartered in Evanston, Illinois, operating as an Illinois partnership. The company serves Fortune 1000 brands and retailers in CPG, retail, media, technology, agency, restaurant, and auto industries through staff augmentation (individual consultants or expert teams) and project-based consulting engagements in insights and analytics, data science, data engineering, and strategic planning. The core differentiator is Big Chalk Studio, a vetted network of 1,500+ specialized consultants averaging 15+ years of CPG industry experience, complemented by a leadership team with 200+ years of combined analytics experience. Service delivery is direct and enterprise-led, with custom-quoted engagements and no publicly disclosed pricing tiers.

The firm's productized offerings include Marketing Effectiveness (Marketing Mix on Demand modeling and Brand Health on Demand measurement, delivered in 5-8 weeks at 30% less than industry norms), Pricing Strategy On Demand (an AI-powered pricing and promotion analytics service built on the NorthLight Gazelle platform enabling real-time scenario planning and elasticity modeling), the Emerging Brands Launch & Growth Toolkit (a 6-week consumer research package for challenger CPG brands), Reporting and Dashboarding (custom BI with a broad data engineering stack spanning Snowflake, AWS, Azure, GCP, Tableau, Power BI, Looker, dbt, Airflow, Kafka), and Custom Insights and Analytics (forecasting, concept testing, loyalty analytics). Proprietary research assets include the Trade-Off Consumer series (tracking 34% of U.S. households) and ongoing GLP-1 penetration and sports marketing studies. Technology partnerships anchor the pricing offering (NorthLight Gazelle) and the emerging brands offering (Road 2 Retail), while the broader data and analytics stack integrates standard enterprise tools rather than proprietary infrastructure beyond the marketing mix platform.

Name

Big Chalk

Legal name

Big Chalk

Website

https://bigchalk.co

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Big Chalk is a CPG and retail analytics consulting firm, founded in 2021 and headquartered in Evanston, Illinois, that delivers staff augmentation, marketing mix modeling, pricing strategy, emerging brand research, and custom insights to Fortune 1000 clients via a network of 1,500+ specialized consultants.

Ownership category

akta.pro rank

Product category

Management Consulting Services

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613), Other Management Consulting Services (541618), Marketing Research and Public Opinion Polling (541910), Professional, Scientific, and Technical Services (541)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industries

Operations & Process Improvement Consulting (BPAHACAB), Brand & Portfolio Strategy Consulting (MPAAAFAB), Strategy & Corporate Development Consulting (BPAHACAA)

Keywords

• CPG consulting services
• Marketing mix modeling
• Consumer insights analytics
• Pricing strategy analytics
• Data engineering consulting

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Staff Augmentation: Big Chalk provides vetted individual consultants or expert teams whose expertise aligns with client requirements in strategic planning, insights & analytics, data science and engineering. Clients pay for consultant time, functioning as a talent-on-demand model.
2. Project-Based Consulting: Top-notch insights, analytics, data science, data engineering, and project management expertise for a specific area or project. Clients engage Big Chalk for defined projects without expanding their workforce. Covers custom research studies, forecasting, concept testing, loyalty analytics, and reporting & dashboarding engagements.
3. Marketing Effectiveness Services: Marketing Mix modeling and Brand Health measurement services. Delivers ROI analysis across media channels, channel contribution analysis, response curves, and brand positioning insights within 5-8 weeks at 30% less than industry standard pricing.
4. Pricing Strategy On Demand: AI-powered pricing and promotion analytics subscription-style access to the NorthLight Gazelle platform combined with Big Chalk consulting expertise for custom modeling, scenario planning, and account-level pricing strategy.
5. Emerging Brands Launch & Growth Toolkit: 6-week structured project delivering consumer research (concept testing, packaging testing, price testing, target consumer & marketing analysis), retailer-ready presentation slides, 8 hours of consulting support, and full source data. Designed for emerging/challenger CPG brands seeking retail distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Big Chalk designs and delivers CPG and retail analytics consulting through staff augmentation (individual consultants or expert teams) and project-based engagements covering strategic planning, insights & analytics, data science, and data engineering. Core service lines include Marketing Mix Modeling, Brand Health measurement, AI-powered Pricing Strategy (via NorthLight Gazelle), an Emerging Brands Launch & Growth Toolkit, Reporting & Dashboarding, and Custom Insights & Analytics. The firm serves Fortune 1000 CPG manufacturers, retailers, and adjacent industries through a network of 1,500+ vetted consultants averaging 15+ years of CPG experience.

Product overview

Big Chalk is a CPG and retail consulting firm offering a portfolio of analytics and insights services. The core offering consists of CPG Consulting (staff augmentation and project-based consulting using a network of 1,500+ consultants), Marketing Effectiveness (marketing mix modeling and brand health measurement), Pricing Strategy on Demand (AI-powered pricing analytics powered by NorthLight Gazelle), Emerging Brands Launch & Growth Toolkit (consumer research modules for retail distribution), Reporting & Dashboarding (custom dashboards and data engineering), and Custom Insights & Analytics (custom research, forecasting, concept testing, and loyalty analytics). These services are delivered through consultant expertise rather than a unified SaaS product.

Differentiator

Problem solved

Functional benefit

Brands

• Big Chalk Studio: Elite network of 1,500+ highly specialized consultants for analytical CPG projects.
• Pricing Strategy On Demand
• NorthLight Gazelle
• Emerging Brands Launch & Growth Toolkit
• Marketing Mix on Demand

Products and services

• CPG Consulting Strategic consulting leveraging Big Chalk's network of 1,500+ specialized consultants for CPG analytical projects, including staff augmentation with experienced individual consultants or expert teams, and project-based consulting for insights, analytics, data science, data engineering, and project management. For CPG brands and retailers needing senior analytical talent without permanent workforce expansion.
• Marketing Effectiveness Marketing mix modeling and brand health measurement services that help brands identify high-performing and underperforming marketing tactics, recalculate ROI across broadcast, print, digital, and streaming channels, and realign budgets. Includes Marketing Mix on Demand and Brand Health on Demand offerings delivered within 5-8 weeks at 30% less than industry norms.
• Pricing Strategy on Demand AI-powered pricing and promotion analytics powered by the NorthLight Gazelle platform, offering custom modeling, remodeling, real-time scenario planning, and elasticity capabilities for account-level pricing decisions. Delivers pricing coefficients in minutes and supports full-category modeling at brand or PPG-level price points.
• Emerging Brands Launch & Growth Toolkit Consumer research toolkit with four modules — Concept Testing, Packaging Testing, Price Testing, and Target Consumer & Marketing Analysis — designed to help emerging CPG brands gain retailer distribution through consumer-validated data. Delivered over 6 weeks with retailer-ready presentation slides, 8 hours of consulting support, and full source data.
• Reporting & Dashboarding Custom reporting and dashboarding services including data visualization, automated reports, and custom dashboards for sales performance, assortment optimization, price/promo optimization, customer insights, inventory management, and marketing performance, supported by data engineering and integration services using Tableau, Power BI, Looker, Snowflake, AWS, Azure, and related platforms.
• Custom Insights & Analytics Custom research studies and advanced modeling solutions including Custom Consumer Research (brand perception, audience behaviors, market segmentation, product testing), Forecasting using AI/ML predictive analytics, Concept Testing, and Loyalty Analytics for CPG and retail clients.

Quantifiable outcome

• 30% cost savings vs. industry norms on Marketing Mix modeling projects, confirmed by a protein company client who received quotes from other analytics firms
• +6 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• NorthLight GazellecoreTechnology or IntegrationNorthLight Gazelle is the AI-powered technology platform that powers Big Chalk's Pricing Strategy on Demand solution. The partnership enables Big Chalk to deliver AI-based custom pricing models and real-time scenario planning to clients. Big Chalk's expertise in complex data harmonization and model prep combined with NorthLight Gazelle's superior technology allows clients to bring critical elasticity capabilities in-house for faster pricing decisions and more compelling retailer sell-in stories.
• Road 2 RetailcoreStrategic or Co-development PartnerRoad 2 Retail is a collaboration partner for Big Chalk's Emerging Brands Launch & Growth Toolkit. The partnership combines Road 2 Retail's deep domain experience in emerging, growth, and challenger CPG brand retail entry with Big Chalk's analytics and consumer research capabilities. Road 2 Retail co-branding is featured on the toolkit offering page, indicating a formal go-to-market partnership for serving the emerging brands market segment.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Deloitte Consulting: Global management consulting firm with a large Consumer Products practice offering analytics, MMM, pricing, and transformation work that competes with Big Chalk for Fortune 1000 CPG and retailer engagements, especially at the strategy/operating-model layer.
• Kantar: Global market research and insights giant with established CPG-focused Brand Health, Worldpanel, and marketing effectiveness practices that overlap Big Chalk's Brand Health on Demand and Marketing Mix on Demand services for the same enterprise clients.
• NielsenIQ: Global leader in CPG and retail measurement, providing syndicated point-of-sale, consumer panel, and analytics offerings that directly overlap Big Chalk's marketing effectiveness, pricing, and consumer insights work for the same Fortune 1000 CPG and retailer clients.
• GfK: Global market research firm with consumer panels, brand health, and retail/CIPG analytics that compete with Big Chalk's consumer insights, brand health, and custom research offerings across the same European and U.S. CPG client base.

Direct peers

• Gain Theory: Marketing effectiveness consultancy focused on ROI, MMM, and analytics for major brands, operating in the same CPG/enterprise marketing-measurement category where Big Chalk's Marketing Effectiveness practice is positioned.
• Circana: Formed from the merger of IRI and The NPD Group, Circana is a direct competitor in CPG retail measurement, marketing mix analytics, and pricing/promotion optimization — the same core use cases Big Chalk targets with its Marketing Mix and Pricing Strategy offerings.
• Tinuiti: Performance-marketing and analytics agency with growing CPG/retail focus offering marketing measurement, incrementality testing, and channel-mix optimization that compete with Big Chalk's Marketing Mix on Demand and digital ROI advisory.
• Prophet: Brand and marketing strategy consultancy serving CPG and retail clients; overlaps with Big Chalk's Brand Health on Demand, brand positioning, and customer/marketing consulting work for enterprise CPG manufacturers.
• Numerator: Consumer panel and first-party data provider serving CPG brands and retailers; competes with Big Chalk's Custom Insights & Analytics and consumer research capabilities, particularly around brand health and consumer behavior tracking.
• Analytic Partners: Specialist in Marketing Mix Modeling and commercial analytics with a similar ROI-driven, enterprise CPG focus; competes head-to-head with Big Chalk's Marketing Mix on Demand and is often one of the 'other analytics firms' that Big Chalk benchmarks its 30% cost advantage against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/big-chalk

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Big Chalk