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Circana Integrates Meridian MMM
Global retail and consumer intelligence provider Circana has added Google's Meridian open source marketing mix modeling product to its Liquid Mix offering, promising clients a new way of linking marketing spend to outcomes and measuring effectiveness.
 Circana was created following the 2022 merger of global consumer data firms IRI and The NPD Group. Its solutions are based around the veteran LiquidData platform, updated recently with the addition of LiquidAI; and Attribute Marketplace, which allows clients to browse and select attributes from external datasets.
The firm says the new Liquid Mix with Meridian solution gives advertisers 'another transparent, privacy-safe way to measure marketing effectiveness, optimize media investments and connect those decisions to real-world business outcomes, all in a single environment.' The real-time tool brings Meridian's open-source modeling approach together with Circana's first-party data assets, including billions of verified transactions, loyalty-based purchase signals, demographic insights and on- and off-line retail outcomes measurement.
Circana President and CEO Stuart Aitken (pictured) states: 'Marketers want transparent, flexible measurement without sacrificing the depth of data and expertise required for rigor, or the ease and speed needed to make better business decisions. By bringing Meridian to Liquid Mix, we are giving clients greater choice in how they measure performance while helping them connect media investments to verified consumer demand and move from insight to action with confidence.'
Web site: www.circana.com .
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