- Data analytics company Circana has accomplished its acquisition of Nielsen’s Marketing Mix Modeling (MMM) business, the corporate announced. Financial terms weren’t disclosed.
- The unit shall be integrated into Circana’s media team, alongside NCSolutions, which Circana acquired in June. The combined team shall be led by Cara Pratt, Circana’s president of world retail and media.
- The acquisition of Nielsen’s MMM business significantly expands Circana’s global marketing analytical footprint and capabilities while also enabling the corporate to offer a more comprehensive, end-to-end measurement platform.
Circana’s acquisition of Nielsen’s MMM practice is a bid for the corporate to change into “the industry’s leading media measurement business,” according to president and CEO Stuart Aitken. The move enables the corporate to offer a more comprehensive measurement platform that addresses every thing from media planning and targeting to in-flight optimization and post-campaign evaluation.
“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 change into each more fragmented and more trackable — and while marketers are under much more pressure to prove the impact of their work — MMMs have returned to vogue. Using statistical evaluation 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 whole customer funnel.
The renewed interest in MMMs is obvious. Last 12 months, Google launched its own MMM, Meridian, and, in doing so, cited Kantar data indicating that 60% of U.S. advertisers were using MMMs, and 58% of those that weren’t using them were considering doing so in the longer term. Alaska Airlines recently identified a projected $100 million of increased addressable promoting revenue using Google’s MMM.
Similarly, some are looking to leverage artificial intelligence to construct models that predict consumer behavior and audience targeting. WPP, for example, this summer unveiled Open Intelligence, a so-called large marketing model (LMM) that uses media data to predict audience behavior and market performance.
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