Cannonball vs scan data from NielsenIQ and Circana
Scan data from NielsenIQ or Circana measures what sold, usually by retailer and market, weeks after the fact. Cannonball shows the shelf itself, store by store and every day: price, promotion, stock and ranging. Scan data explains sales; Cannonball explains why they happened.
Updated 5 October 2026
| Compared | Cannonball | Scan data (NielsenIQ, Circana) |
|---|---|---|
| Answers | What's on the shelf, store by store | What sold, by retailer and market |
| Out of stock at a store | Yes, with days out | Not directly: a sales gap is a guess |
| Rivals' promotions by store | Yes | Promotions inferred from sales, by market |
| Ranging by store | Yes, with the dates stores added or dropped it | Distribution measures by market |
| Freshness | Every day | Typically weekly or four-weekly, after a delay |
| Sales volumes and market share | No | Yes: their core strength |
| Getting started | Self-serve. Free for brands in the beta while it runs. | Sales-led contracts |
Different questions
Scan data is the standard for market share and sales volume, and Cannonball doesn't replace it. It can't tell you the shelf was empty in 40 Victorian stores, or that a rival ran a half-price week in Queensland only. That's the gap Cannonball fills.
Using both
Brands that buy scan data use Cannonball to explain it: the out-of-stocks, promotions and ranging changes behind a number.
Based on each product's public information on 5 October 2026. Products change: check with the vendor before you decide, and tell us if anything here is out of date.