Datavations tracks SKU-level sales, pricing and inventory across 12,000+ stores at nine U.S. home improvement retailers. Here you will find our background, key facts, leadership, logos and a direct line to our media team.
About Datavations
Datavations is a retail data and analytics company focused on the home improvement and building materials industry. Its platform provides product-level insights into sales, pricing, inventory and competitive performance across major U.S. retailers, helping manufacturers make more informed business decisions.
Copy boilerplateQuick facts
Founded in 2020. Headquartered in New York City. Retailers covered: Ace Hardware, Ferguson, Floor & Decor, Grainger, Home Depot, Lowe's, Menards, Tractor Supply and White Cap.
In the news
Leadership
Philip Odelfelt is CEO, co-founder and a board member of Datavations, where he leads the company's vision, strategy and operations. Before founding Datavations, Philip was a quantitative analyst at 7 Park Data, providing financial forecasts to leading investment firms. Born and raised in Sweden, Philip graduated from Colgate University.
Jacob Lucas is co-founder and head of engineering at Datavations, where he leads the data engineering, data science and data analyst teams. He built the company's platform from the ground up, drawing on experience in finance, risk and software development. He holds a bachelor's degree in civil engineering from the University of Rhode Island.
Bret Weinberg is executive vice president, commercial at Datavations, bringing extensive experience in enterprise account management, go-to-market strategy and retail analytics. He spent eight years at Numerator, formerly InfoScout, advancing from director to vice president of strategic accounts. Bret holds a master's degree in applied statistics from Cornell University.
Ryan Kelley is executive vice president, sales at Datavations, leading go-to-market strategy, commercial sales operations and business development. Before joining Datavations, Ryan spent nearly nine years at Morning Consult in progressive sales leadership roles, culminating as senior vice president of business development. He holds a bachelor's degree in communication studies from the University of North Carolina Wilmington.
Samuel Davel is director of marketing at Datavations, where he leads marketing, brand positioning and go-to-market strategy. Before joining Datavations, he founded a marketing agency that was acquired by a larger firm, where he served as managing director. He previously served four years as an Army Ranger with the 1st Ranger Battalion, 75th Ranger Regiment. Samuel holds a bachelor's degree in communication from Pace University and a master's in integrated marketing communications from Georgetown University.
For your story
Philip Odelfelt, CEO and co-founder, is available to put home improvement retail trends in context. Our analysts can also pull data for stories you are developing.
Which categories are gaining or losing momentum, and how those trends line up with Home Depot and Lowe's results and outlooks.
What purchases say about spending on routine maintenance, smaller DIY projects and larger renovations.
How prices, promotions and product availability differ across retailers and categories.
The categories, products and pricing shifts that define the year, plus seasonal questions from fall yard cleanup to winter maintenance supplies.
The platform
Daily, store-level, SKU-level data across nine U.S. retailers, covering building materials, bath and kitchen, plumbing, hardware, electrical, fasteners, adhesives, flooring and garden.
Daily market tracking and competitive intelligence across more than 12,000 stores, with dashboards for retailer comparisons, geographic performance and category trends.
Learn moreFinds distribution gaps by comparing a manufacturer's lineup with competitors at the store and SKU level.
Learn moreTracks daily price changes at the item, brand and retailer level to support pricing discussions with retail merchants.
Learn moreStore-level inventory monitoring that flags stockouts and supply gaps that chain-wide totals can hide.
Learn moreExpert-led or self-service preparation for retail product line reviews, with recommendations on which SKUs to retain, remove, expand or defend.
Learn moreSpots products being tested in limited distribution at Home Depot, Lowe's and Menards, and measures their impact on the category.
Read the announcementCompany history
2017
While at 7 Park Data, Philip Odelfelt began building machine learning models to forecast industrial and consumer company revenues, and saw that home improvement manufacturers had little access to syndicated point-of-sale data.
2020
Odelfelt and Jacob Lucas co-found Datavations in New York to help building materials manufacturers make better decisions with retail data.
2021 to 2022
The first SKU-level data models for Home Depot and Lowe's, and the first paying customers preparing for retail product line reviews.
2023
A $4.2 million seed round. Coverage expands beyond Home Depot and Lowe's to Menards, Ace Hardware, Tractor Supply and Ferguson.
2024
Launch of Market Watch, Assortment Optimization, Inventory Optimization, Price Optimization and PLR Playbooks. Coverage passes 12,000 stores tracked daily.
2025
Jay Steinfeld, founder of Blinds.com, is named chairman of the board. A $17 million Series A led by Forestay Capital brings total funding to $27 million.
2026
Launch of the Store Test Tracker. Coverage spans nine U.S. retailers and 815 categories.
Brand assets
Use the white logo on dark backgrounds and the purple logo on light backgrounds. Please do not alter, recolor or stretch the logo.
For reporters
Datavations collects publicly available product, pricing and inventory information from retailer websites, monitoring inventory counts multiple times a day across more than 12,000 store locations. The company uses changes in inventory to model product-level sell-through and validates its estimates monthly against actual sales data provided by clients.
Datavations reports less than 3% variance against retailer-reported point-of-sale data, supported by monthly validation against actual client sales data. The company also contractually guarantees accuracy to its clients. Because precision varies by category, retailer and time period, Datavations does not publish a single fixed accuracy rate. Instead, it provides ongoing validation and transparency about performance against each client's specific product set.
Datavations covers 815 categories across nine U.S. retailers: Ace Hardware, Ferguson, Floor & Decor, Grainger, Home Depot, Lowe's, Menards, Tractor Supply and White Cap. The platform tracks every in-store SKU within the categories it monitors, with more than 500,000 active SKUs at any given time. Coverage figures reflect 2026 and fluctuate as retailers add and remove products.
Datavations serves manufacturers selling through major U.S. home improvement and building materials retailers. Sales and account management teams use its insights to support retailer discussions, while category management, pricing, supply chain and executive teams use the platform to evaluate performance, guide decisions and identify growth opportunities.
Datavations is built specifically for the home improvement and building materials industry, where manufacturers have historically had limited access to syndicated point-of-sale insights. Its platform combines daily, store-level and SKU-level visibility with tools for assortment, pricing, inventory and product line review preparation. This approach helps manufacturers move from understanding market performance to identifying specific actions they can take with retail partners.
Datavations uses machine learning to analyze large volumes of retail inventory data and model SKU-level sell-through. These models turn observed inventory changes into estimates of product sales, helping manufacturers understand performance across stores, categories and retailers. Monthly validation against client-provided sales data supports ongoing evaluation and refinement of the models.
Media contact
For interviews, data requests and press inquiries, contact Sam Davel, Director of Marketing.
sam@datavations.comDatavations, 12 E 49th St., 18th Floor, Suite 1725, New York, NY 10017
All Rights Reserved - Datavations 2026
