84.51°

Leading retail data analytics company and the data science engine behind Kroger Precision Marketing, one of the top retail media networks in the U.S.

84.51° is a leading retail data analytics and marketing science company wholly owned by The Kroger Co. Named after the longitude of Kroger's Cincinnati headquarters, 84.51° was formally established in 2015 following Kroger's acquisition of the majority stake in dunnhumby USA. The company leverages one of the largest first-party retail datasets in the United States, drawing on purchase behavior from over 60 million households through Kroger's loyalty program to deliver deep consumer insights. The company operates at the intersection of retail media, data science, and consumer packaged goods (CPG) marketing. 84.51° provides CPG brands and agencies with audience targeting, media activation, and measurement solutions through its proprietary platforms, including the 84.51° Stratum platform for insights and the Kroger Precision Marketing (KPM) offering for retail media activation. These tools enable brands to reach highly relevant audiences both on Kroger's owned properties and across the broader digital ecosystem, with closed-loop measurement tied directly to in-store and online purchase data. In the AdTech and retail media landscape, 84.51° is a significant player as the analytics and data engine powering Kroger Precision Marketing, one of the top retail media networks in the United States. The company competes with other retail data and media intelligence providers and is frequently benchmarked against the data arms of Walmart (Luminate), Target (Roundel), and Amazon Advertising. Its core competitive advantage lies in the scale, recency, and granularity of Kroger's transactional data, combined with sophisticated data science capabilities that translate raw purchase signals into actionable marketing intelligence.