Observed Signal · Sep 15, 2026 · Market Signal · Source: Circana · Impact: 4/5
Circana Enhances Unify+ with AI-Powered Analysis Builder for Faster, More Intuitive Reporting
Circana announced the launch of Analysis Builder, an AI-powered enhancement to its Unify+ platform, designed to streamline reporting and market analysis. This tool generates presentation-ready charts and written insights, with export options for PowerPoint, Excel, and PDF. It includes a Visualization Gallery for one-click graphics and AI Insights for AI-generated headlines and summaries. The feature will be available globally in early Q4 2026. The announcement was made by Stuart Aitken, President and CEO, and Robert Bird, Business Lead for Liquid AI, on September 15, 2026. This launch marks a significant advancement in Circana's analytics offerings, enabling faster and more intuitive reporting for its customers.
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Key Takeaways & Evidence Grounding
- Circana introduced Analysis Builder as an AI-powered enhancement to Unify+.
- The tool generates presentation-ready charts and written insights summaries.
- Exports to PowerPoint, Excel, and PDF.
- Analysis Builder will be available to customers globally in early Q4 2026.
- The announcement was made on September 15, 2026.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Best Buy Ads Expands Commerce Media Beyond Retail
Best Buy Ads showcased at 'The Drop' an expansion of its commerce media ecosystem, moving beyond retailer-owned properties. Key announcements include the launch of Best Buy CTV, partnerships with Amazon Fire TV, LG, and Roku, opening Best Buy Studios to brands, expanding its creator program, and planning a TikTok Shop launch. This signals a shift towards full-funnel media, where commerce media follows consumers across CTV, social, and in-store experiences. Best Buy also introduced multi-touch attribution and expanded incrementality testing, supported by Circana research showing its ads influence purchases beyond Best Buy's channels. The company's marketplace grew to over 1,200 sellers and nearly one million SKUs, with international sellers added. The article emphasizes that commerce media is becoming a customer-centric ecosystem, integrating content, media, and commerce.
Retail Media Networks Revive Multi-Touch Attribution
Within a week in September 2026, two major retailers announced new multi-touch attribution (MTA) capabilities for their retail media networks. Albertsons Media Collective launched an incrementality-based MTA built with LiveRamp and piloted by PepsiCo, while Best Buy Ads released its own in-house MTA within My Ads. The author, Kiri Masters, questions the revival given MTA's fall from favor, but analyzes retailer incentives: MTA may serve as a tool to unlock brand budgets, which are larger than performance budgets, by justifying higher CPMs and measuring full-funnel impact. Retailers see demand from shopper marketing teams, but brands and consultants express skepticism about MTA's accuracy, data access, and black-box nature. The article contrasts retailer-owned systems with independent tools like Clerdata, Incremental, Keen Decision Systems, and Circana, and discusses limitations of the Albertsons-LiveRamp partnership, which is grocery-exclusive and excludes Google Search and Amazon.
Circana Forecasts U.S. Home Market Growth as Consumers Invest in Products That Help Them Save Money and Simplify Life
The news feed has been updated with several new press releases and articles, including a forecast on U.S. home market growth, a holiday media report, and a partnership announcement with DoorDash.
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