One Year On, Circana Completes Nielsen MMM Buy

Circana, the consumer data giant formed from the merger of IRI and NPD, has completed the acquisition of Nielsen's Marketing Mix Modelling business, around one year after first announcing the buy.

Nielsen MMM's advanced statistical modeling helps brands understand the incremental impact of their marketing investments across all channels and touchpoints, and Circana says the buy significantly expands its global footprint in marketing analytics, while deepening its modeling and measurement capabilities.

The acquisition of NCSolutions (NCS), which was announced at the same time, was completed in June and strengthens Circana's media measurement ecosystem. The two firms will be integrated into Circana's Media team, led by President of Global Retail and Media Cara Pratt.

Ciircana President and CEO Stuart Aitken (pictured) comments, 'The acquisition of MMM, alongside other meaningful investments in our media business, underscore Circana's commitment to create the industry's leading media measurement business. Marketing mix modeling is fundamental to understanding true marketing effectiveness, and MMM's sophisticated analytics - combined with our existing assets - are expected to provide unparalleled insights into optimizing our clients' marketing investments across every channel.'

'With MMM now joining our Media team alongside NCS, we believe we have one of the industry's most complete measurement solutions', adds Pratt. 'from granular campaign measurement to holistic marketing mix optimization. This combination gives our clients the ability to understand not just what happened, but why it happened and how to optimize future investments for maximum impact.'

Web site: www.circana.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.