Numerator’s OmniPanel marks big milestone

Data and tech company Numerator, which works with the market research industry, has marked a major milestone. After six years in business, the Chicago-based company has captured its billionth receipt within its Receipt Hog app, which tracks consumer purchasing behavior for major brands and retailers. 

Numerator’s OmniPanel, which offers a single-source platform for daily consumer insights, was launched in 2014 with the aim of offering better data on consumer behavior, in-store and online. In addition to its work with national brands and retailers, Numerator also offers visibility into private label and direct-to-consumer sales. 

"Power shifting from the retailer to the consumer requires brands to prioritize consumer understanding over traditional retail reporting metrics," said Eric Belcher, Numerator CEO. "The only way to really understand consumer behavior is to see all of it seamlessly. Our scale provides that seamless view with the detail brands need."

Numerator said that it continues to evolve its tech and data science to enable quick scaling, which it said would further accelerate its data capture capabilities. The company prides itself on full transparency with its consumer panelists as to where their data will be used. It also rewards users through gamified apps and collects data based on their already existing use of their phones to upload content and share information, Numerator said.