Circana, LLC announced the successful completion of its acquisition of Nielsen’s Marketing Mix Modeling (MMM) business, a leader in advanced statistical modeling that enables brands to understand the true incremental impact of their marketing investments across all channels and touchpoints. This acquisition significantly expands Circana’s global marketing analytics footprint and deepens its measurement and modeling expertise.
This follows Circana’s earlier acquisition of NCSolutions (NCS) in June 2025, further reinforcing the company’s comprehensive media measurement ecosystem.
“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.”
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MMM will now be integrated into Circana’s Media team alongside NCSolutions, creating a unified platform that addresses the full spectrum of media measurement—from campaign planning and targeting to in-flight optimization and post-campaign analysis. The integrated team is led by Cara Pratt, president of Global Retail and Media, who will oversee the combined operations.
“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,” said Pratt. “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.”
“As we focus on our own portfolio, we believe Circana is the ideal owner for the NCS and MMM businesses,” said Karthik Rao, chief executive officer of Nielsen. “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.”