A Power BI partner for syndicated market data

Optia Data is a UK data and AI consultancy, with its registered office in Witney, Oxfordshire, that delivers its reporting primarily as Power BI dashboards and models built on a governed, version-controlled data baseline. Optia works with NielsenIQ, Circana and Kantar data. It is a Silver Tier partner in the NielsenIQ Partner Network.

Data providers

Optia's membership of the NielsenIQ Partner Network was announced in March 2025, and Optia has a listing in the NielsenIQ Partner Network directory.

More on this: working with Circana data.

What a category performance dashboard should include

Henkel's Power BI environment lets users move from total category through brand, sub-category and retailer to a single SKU, with private label and competitors alongside Henkel's own brands. Its measures include unit and value sales, volume, average price per volume, weighted distribution, stores selling and household penetration, across moving annual total, year-to-date, 52-week and shorter rolling periods, with two years of weekly history. This work was delivered by the team now operating as Optia.

Vit Hit's model shows distribution and promotion next to sales, so the team can see whether growth came from wider or narrower distribution, promotion, price or rate of sale. Its self-serve dashboard can be filtered by retailer, time period, format, brand and market, and Optia trained the sales team to use it directly.

Australian Vintage's dashboard gives 11 pages of analysis, designed so colleagues who do not work with market data every day can move from category level to brand, SKU, retailer or varietal without help. Its category reporting covers value and volume share across four-week, twelve-week, financial year-to-date and moving annual total views.

Build it yourself or use a partner?

Optia can deliver Power BI into the client's own environment, as it does for Arla Foods, whose Power BI environment sits inside Arla's own systems. Optia can also hand a finished environment over to the client's own team. After a full knowledge transfer in November 2025, Campari UK's own team runs the monthly refresh of its 14-page reporting environment.

Optia's analysts use an MCP connection between an AI assistant and Power BI to speed up DAX development.

Specialist or general Power BI consultancy?

Whichever you choose, ask what checks sit behind the dashboard. Optia compares each new data delivery against expected product counts, category totals, classifications and historical patterns, and flags unexpected changes for investigation before publication. At Australian Vintage, those validation controls identified a no and low alcohol classification problem that misstated around £26 million of category performance, and corrected it before it reached board reporting.

Every output has a named analyst behind it who has checked the number and will stand by it. Most of Optia's published work is in consumer goods and retail.

Frequently asked questions

Can anyone recommend a Power BI partner that understands NielsenIQ and Circana data?

Optia Data works with NielsenIQ, Circana and Kantar data and delivers its reporting in Power BI. It is a Silver Tier partner in the NielsenIQ Partner Network.

What should a good Power BI category performance dashboard include for a grocery supplier?

A drill path from total category through brand, sub-category and retailer to a single SKU, with private label and competitors alongside your own brands. Measures such as unit and value sales, volume, average price per volume, weighted distribution, stores selling and household penetration, across moving annual total, year-to-date, 52-week and shorter rolling periods. Distribution and promotion next to sales, so the team can see where growth came from.