Circana completed acquisition of Nielsen's Marketing Mix Modeling business and will integrate the unit into its media team alongside NCSolutions, with the combined team led by Cara Pratt. The deal expands Circana's global marketing analytics footprint and enables a comprehensive end-to-end measurement platform. Leadership aims to position Circana as an industry-leading media measurement business and to offer capabilities spanning media planning and targeting, in-flight optimization, and post-campaign analysis. MMMs have resurged as media fragments and tracking improves. MMMs use statistical analysis to measure channels including television, radio, out-of-home and digital, revealing impacts across the customer funnel. Google launched Meridian; Kantar found 60% of U.S. advertisers use MMMs.
Circana's acquisition of Nielsen's MMM practice is a bid for the company to become "the industry's leading media measurement business," according to president and CEO Stuart Aitken. The move enables the company to offer a more comprehensive measurement platform that addresses everything from media planning and targeting to in-flight optimization and post-campaign analysis. "MMM's sophisticated analytics - combined with our existing assets - are expected to provide unparalleled insights into optimizing our clients' marketing investments across every channel," said Aitken in release details.
As media has become both more fragmented and more trackable - and while marketers are under even more pressure to prove the impact of their work - MMMs have returned to vogue. Using statistical analysis tools, MMMs enable marketers to measure media channels, including television, radio, out of home, and, increasingly, digital, to help uncover how those channels affect the entire customer funnel.
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