Circana Acquires Nielsen’s MMM Business
The acquisition of Nielsen’s Marketing Mix Modelling (MMM) business expands Circana's global footprint in marketing analytics while deepening its modelling and measurement capabilities.
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Circana has announced the completion of its acquisition of Nielsen’s Marketing Mix Modelling (MMM) business. MMM specialises in advanced statistical modelling that helps brands understand the incremental impact of their marketing investments across all channels and touchpoints.
This acquisition expands Circana’s global footprint in marketing analytics while deepening its modelling and measurement capabilities. This follows the completion of the acquisition of NCSolutions (NCS) in June 2025, further strengthening the company’s media measurement ecosystem.
“The acquisition of MMM, alongside other meaningful investments in our media business, underscores Circana’s commitment to create the industry’s leading media measurement business,” said Stuart Aitken, President and Chief Executive Officer of Circana.
“Marketing mix modelling is fundamental to understanding true marketing effectiveness, and MMM’s sophisticated analytics – combined with our existing assets – are expected to provide unparalleled insights into optimising 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 maximise their return on marketing investment.”
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MMM will be integrated into Circana’s Media team alongside the recently acquired NCSolutions (NCS). The combined capabilities create a measurement platform that addresses everything from media planning and targeting to in-flight optimisation and post-campaign analysis.
The integrated Circana Media team is led by Cara Pratt, President of Global Retail and Media. “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 optimisation,” said Cara Pratt.
“This combination gives our clients the ability to understand not just what happened, but why it happened and how to optimise future investments for maximum impact.”
Karthik Rao, Chief Executive Officer of Nielsen, said, “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.”
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