CHICAGO and NEW YORK — Circana, LLC, has announced the completion of its acquisition of Nielsen’s Marketing Mix Modeling (MMM) business, expanding its global marketing analytics capabilities and strengthening its position in media measurement.
MMM specializes in advanced statistical modeling that helps brands quantify the true incremental impact of their marketing investments across channels and touchpoints. The deal follows Circana’s acquisition of NCSolutions (NCS) in June 2025. Together, the businesses will form part of Circana’s integrated Media team.
MMR
“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,” said Stuart Aitken, president and chief executive officer of Circana. “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. We look forward to leveraging the full extent of MMM's talent, comprehensive data assets and proven methodologies to help clients around the world maximize their return on marketing investment.”
Cara Pratt, president of Global Retail and Media at Circana, will lead the combined media team. “With MMM now joining our Media team alongside NCS, we believe we have one of the industry's most complete measurement solutions – from granular campaign measurement to holistic marketing mix optimization,” she said. “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.”
Nielsen CEO Karthik Rao added, “As we focus on our own portfolio, we believe Circana is the ideal owner for the NCS and MMM businesses. These best-in-class assets and teams can now unlock immense opportunity for customers as part of a fast-growing data, science, and technology powerhouse on the leading edge of the industry. We are eager to see these businesses and our people flourish at Circana.”
