How Circana's Acquisition of Nielsen's MMM Business is Revolutionizing Marketing Analytics

Circana Completes Acquisition of Nielsen’s Marketing Mix Modeling Business

CHICAGO and NEW YORK – August 21, 2025 – Circana, LLC has successfully completed its acquisition of Nielsen’s Marketing Mix Modeling (MMM) business. This move is a significant step in enhancing how businesses measure and optimize their marketing investments across various channels.

MMM specializes in advanced statistical modeling that helps brands understand the true incremental impact of their marketing efforts. This acquisition expands Circana's global footprint in marketing analytics and deepens its capabilities in modeling and measurement.

This follows the recent acquisition of NCSolutions in June 2025, further strengthening Circana's comprehensive media measurement ecosystem.

Leadership Insights

Stuart Aitken, President and CEO of Circana, stated: "The acquisition of MMM, alongside other investments, underscores our commitment to creating the industry’s leading media measurement business. Marketing mix modeling is fundamental to understanding true marketing effectiveness. Combining MMM's analytics with our existing assets will provide unparalleled insights for optimizing client investments."

Cara Pratt, President of Global Retail and Media at Circana, added: "With MMM joining our Media team, we now offer one of the most complete measurement solutions—from granular campaign analysis to holistic optimization. This helps clients not just see what happened, but why, and how to improve future strategies."

Karthik Rao, CEO of Nielsen, commented: "Circana is the ideal owner for these businesses. Their data, science, and technology expertise will unlock immense opportunities for customers."

Integration and Future Plans

MMM will be integrated into Circana's Media team, working alongside NCSolutions. This integration aims to create a unified platform for media planning, targeting, optimization, and post-campaign analysis.

About the Companies

• Circana: A leader in providing technology, AI, and data to consumer packaged goods companies, manufacturers, and retailers. Their Liquid Data® platform uses expansive datasets and intelligent algorithms to help clients accelerate growth.
• Nielsen MMM: Focuses on assessing marketing ROI through performance models, enabling confident decision-making.
• Nielsen: A global leader in audience measurement and analytics, helping clients connect with audiences across channels.

For more information, visit www.circana.com or www.nielsen.com.