Circana, LLC has acquired Nielsen’s Marketing Mix Modeling (MMM) business to enhance its marketing analytics capabilities and expand its presence in the industry.

Target Information

Circana, LLC has successfully acquired Nielsen’s Marketing Mix Modeling (MMM) business, a renowned entity specializing in advanced statistical modeling. MMM is recognized for aiding brands in understanding the true incremental impact of their marketing efforts across various channels and touchpoints. This acquisition will notably enhance Circana's global presence in the marketing analytics sector and strengthen its modeling and measurement capabilities.

This acquisition follows the earlier purchase of NCSolutions (NCS) in June 2025, further consolidating Circana's position within a comprehensive media measurement ecosystem. The synergy achieved through these acquisitions is expected to propel Circana as a leader in this rapidly evolving field.

Industry Overview

The marketing analysis industry is witnessing robust growth, particularly in the United States, driven by increasing demand for data-driven decision-making in marketing strategies. With the advent of advanced technologies, brands are compel