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Case Study / Providing Intelligent Marketing Insights

Providing Intelligent Marketing Insights

Numerator is using artificial intelligence and machine learning to equip retailers with a better understanding of consumer behavior.

Numerator is a marketing intelligence provider that connects omnichannel marketing, merchandising and sales data to consumer purchase habits. Using artificial intelligence and machine learning, the Company has built the world’s largest consumer purchase panel. Numerator helps retailers better understand shopping trends and their impact by using predictive analytics to analyze how promotion, advertising and price translate into sales and purchase behavior.

There’s a huge opportunity for us to take artificial intelligence, machine learning and predictive technology to generate insights in a deeper way than we do today.

Dennis Moore, Chief Executive Officer, Numerator


Year of Investment: 2017
Portfolio Status: Current
Headquarters: Chicago, IL

Market intelligence data provider for brands, agencies and retailers.

Numerator is a market intelligence firm that brings together omnichannel marketing, merchandising and sales data to make pursuing new possibilities simple for brand, retail and agency clients. Numerator is the only company in the marketplace to connect omnichannel purchase data and comprehensive path data to deliver an unmatched view of the consumer shopping and purchase experience. The Company serves over 2,000 customers across a wide variety of market intelligence categories.

Numerator is based in Chicago, IL, with additional operations across the USA, Canada, U.K. and Australia.

Vista Equity Partners Fund VI acquired Market Track, a leading provider of global omnichannel market intelligence, in June 2017 and subsequently acquired InfoScout, America’s largest omnichannel consumer purchase panel, in July 2017. The combined company rebranded under the name Numerator in October 2018.

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