By
Cara Pratt
Apr 2, 2026
Our Liquid Activation solution transforms the way marketers approach audience creation. By seamlessly integrating diverse data assets — including insights from all channels of trade, food service, and receipt panels — brands and agencies can move swiftly from rich consumer understanding to precise audience activation. This innovation empowers our clients to connect with high-value consumers across industries with exceptional speed and accuracy.
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Circana Launches Liquid Activation Solution to Help Marketers Build and Activate Purchase-Based Audiences in Minutes
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Cara Pratt is President, Retail & Media at Circana, where she leads Circana’s strategic growth partnerships with retailers, and drives the strategy for media, leveraging Circana’s comprehensive data, science and technology to improve advertising effectiveness.
Cara brings two decades of expertise in delivering innovative retail and media solutions to drive measurable value for retailers, brands and consumers. Pratt joined Circana from 84.51°, the retail data science, insights and media company and wholly owned subsidiary of Kroger, where she served as SVP Media, Insights and Loyalty, overseeing Kroger’s integrated retail media, consumer insights and loyalty marketing business. She was instrumental in the creation of Kroger Precision Marketing to connect media exposure with in-store sales, creating a more effective media landscape for brands and elevating the consumer shopping experience. Earlier in her career, she served as a Retail Client Solutions Executive at Circana predecessor, IRI. Pratt also spent more than a decade at dunnhumby, where she held multiple senior roles, including SVP, Specialty Retail and Sector Expansion, before joining IRI.
She holds a BA in Economics from Denison University and lives in Cincinnati.
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