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dunnhumby vs Numerator
dunnhumby works a retailer's own loyalty data to guide that retailer's decisions; Numerator tracks an opted-in shopper panel across retailers and brands.
Side by side
| dunnhumby | Numerator | |
|---|---|---|
| Vendor | dunnhumby | Numerator |
| Pricing model | Quote only | Quote only |
| Free tier | No | No |
| Deployment | Cloud | Cloud |
| Open source | No | No |
| Best for | Grocery and general-merchandise retailers wanting to act on their own first-party loyalty data. | CPG brands and agencies needing panel-based, consumer-level purchase and media-exposure data. |
| Pricing | Sold as multi-year analytics and consulting engagements to retailers and CPG brands; pricing is not published. Pricing has not been verified yet — see the vendor's site. | Sold as data subscriptions and custom analytics engagements; pricing is not published. Pricing has not been verified yet — see the vendor's site. |
| Features |
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Verdict
These sit on opposite sides of the same category. dunnhumby is engaged by an individual retailer, or a CPG brand selling through one, to mine that retailer's own loyalty-card and transaction data — first-party, single-retailer, used to set prices, plan promotions and personalize offers for that specific retailer's customers. Numerator works from the other direction: a large panel of opted-in shoppers whose purchase receipts are tracked across retailers and brands, which lets a CPG manufacturer see brand loyalty, switching behavior and advertising-exposure-to-purchase links regardless of which retailer the sale happened at.
A grocery chain wanting to personalize offers to its own loyalty members needs dunnhumby's access to its own transaction data. A CPG brand wanting to know whether shoppers who saw an ad actually bought the product, at any retailer, needs Numerator's cross-retailer panel.
Choose dunnhumby if
- You're a retailer, or work with one, and want to act on your own loyalty and transaction data specifically.
- Price and promotion optimization, or space and assortment planning grounded in your actual customers, is the goal.
- You want a multi-year analytics-and-consulting engagement rather than a data subscription.
Choose Numerator if
- You're a CPG brand or agency and need to see purchase behavior across multiple retailers and channels, not one retailer's data.
- Understanding advertising exposure's link to actual purchases matters to your measurement.
- Demographic and behavioral segmentation of shoppers, from receipt-level panel data, is what you need.
What they share
Both are quote-priced, sold as subscriptions or custom engagements with no public rate card, and both differ from POS-aggregation providers like Circana or NielsenIQ by working from a different data source — first-party retailer data for dunnhumby, opted-in consumer panel for Numerator — rather than retailer-supplied point-of-sale feeds. See choosing a retail analytics platform and customer segmentation.
Last reviewed September 22, 2026