Circana acquires Nielsen's Marketing Mix Modeling business to enhance its measurement capabilities.
The acquisition aims to create an all-in-one platform for advertisers, integrating media planning and post-campaign analysis.
The move reflects a renewed industry interest in Marketing Mix Models amid a fragmented media landscape.
Circana's strategy includes both acquisitions and strategic hires to strengthen its position in marketing analytics.
Data analytics firm Circana has acquired Nielsen’s Marketing Mix Modeling (MMM) business, doubling down on its ambition to create an all-in-one measurement powerhouse. The move follows Circana’s recent purchase of NCSolutions and aims to create an end-to-end platform for advertisers.
Stacking the deck: The goal is to build "the industry's leading media measurement business," said CEO Stuart Aitken. By integrating the new MMM unit, Circana plans to offer a single platform that handles everything from media planning and targeting to post-campaign analysis, giving clients deeper insight into their ad spend.
Back in vogue: The acquisition comes as the ad industry revives its interest in MMMs, which are analytical tools that gauge the return on everything from TV spots to digital campaigns. This renewed push is driven by a fragmented media landscape and the intense pressure marketers face to justify every dollar, prompting even Google to launch its own MMM last year.
Circana is assembling a formidable toolkit to compete in the high-stakes marketing analytics space, betting that a comprehensive, integrated platform will be the winning hand. The effectiveness of these tools is already being proven, with Alaska Airlines recently finding a $100 million revenue opportunity using Google's platform. Meanwhile, Circana’s expansion isn't just through acquisition; earlier this year, the company also hired a key retail media executive from Kroger to bolster its team.
