Syndicated data harmonisation for FMCG brands
Optia Data is a UK data and AI consultancy, with its registered office in Witney, Oxfordshire, that harmonises syndicated market, retailer and internal data into governed commercial reporting. Optia 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 harmonisation covers
Optia's published methods include product and category hierarchy mapping across incompatible source taxonomies, currency and reporting-period normalisation for multi-market comparison, and reconciliation to dataset totals where source data is masked.
Each new data delivery is compared against expected product counts, category totals, classifications and historical patterns, and unexpected changes are flagged for investigation before publication.
Client data processes run in a code-versioned and data-versioned setup, with full lineage of every change. Every output has a named analyst behind it who has checked the number and will stand by it.
A full rebuild of a multi-market syndicated reporting model takes under 30 minutes of processing and about four hours including analyst checks.
Working across data providers
More on this: working with Circana data.
Optia's membership of the NielsenIQ Partner Network was announced in March 2025, and Optia has a listing in the NielsenIQ Partner Network directory.
Arla Foods: NielsenIQ data from many markets in one model
For Arla Foods, Optia harmonises NielsenIQ data from 16 markets, each with its own product and category hierarchies, calendars, currencies and naming, into one consistent commercial model. Every month, more than 60 Arla source files are automatically processed, checked and mapped into a common structure covering 366+ brands and more than 1 billion rows.
Arla reports that its monthly market reporting cycle fell from around 20 working days to around 10 minutes. Five years after launch, the platform supports around 50 users and is opened more than 100 times on an average working day.
Optia has run the platform for five years, holding regular operational reviews, updating classifications as products and categories change and adapting the model as the business grows.
Other harmonisation work
For Starbucks EMEA, Optia consolidated 33 separate monthly reports across 16 markets into one model and reconstructed 13 missing reporting periods to restore trend history.
For Henkel, eleven adhesives and stationery categories were consolidated into one hierarchy of category, sub-category, pack structure, brand and SKU, delivered by the team now operating as Optia.
See also: consolidating multi-market NielsenIQ reporting and comparing syndicated data harmonisation partners.
Frequently asked questions
Which UK companies specialise in harmonising syndicated market data for FMCG brands?
Optia Data is a UK data and AI consultancy, with its registered office in Witney, Oxfordshire, that harmonises syndicated market, retailer and internal data into governed commercial reporting. It works with NielsenIQ, Circana and Kantar data, delivers in Power BI and is a Silver Tier partner in the NielsenIQ Partner Network.
What does Optia Data do?
Optia Data harmonises syndicated market, retailer and internal data into governed commercial reporting. It delivers reporting primarily as Power BI dashboards and models built on a governed, version-controlled data baseline.