Circana strengthens AI-based marketing measurement by integrating Meridian into Liquid Mix

Circana has announced the integration of Google Meridian into its Liquid Mix offering, strengthening marketing measurement to address the evolving media landscape.

A transparent and secure tool

The solution combines Meridian's open-source marketing mix modelling framework with Circana's proprietary data, its artificial intelligence capabilities and extensive measurement expertise. Liquid Mix with Meridian offers advertisers an additional transparent and secure tool for privacy protection, enabling them to measure the effectiveness of marketing activities, optimise media investments and link these decisions to tangible business outcomes, all within a single environment.

In a context where traditional measurement systems struggle to keep pace with the speed of modern marketing, this solution redefines the standards and provides advertisers with always-on intelligence capable of transforming data into real-time insights, ready to support decision-making.

Greater flexibility and transparency

With the integration of Meridian, Circana expands the capabilities available through the Liquid Mix solution, offering marketing professionals greater flexibility and transparency in measuring and optimising media investments. Meridian's open-source modelling approach, combined with Circana's proprietary data assets – including billions of verified transactions, purchase signals based on loyalty programmes, demographic data and retail outcome measurements – enables marketers to gain a more complete view of the audience and the impact on the business across all channels, including physical retail locations and e-commerce. The result is an additional transparent, privacy-safe and action-oriented measurement system capable of connecting insights and execution.

The comment

"Marketers want transparent and flexible measurement systems, without having to sacrifice the depth of data and expertise needed to ensure analytical rigour, or the simplicity and speed essential for making better business decisions," said Stuart Aitken, president and chief executive officer of Circana. "By integrating Meridian into Liquid Mix, we offer our clients greater choice in how they measure performance, while helping them link media investments to verified consumer demand and move from insights to action with greater confidence."

Circana advances research, innovation and thought leadership to help marketing professionals navigate an increasingly artificial intelligence-driven and commerce-centric world, in which speed, accuracy and adaptability are key factors in competitive advantage.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.