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fromForbes
1 week ago

How Circana's Cara Pratt Plans To Fix Retail Media's $60BN Measurement Problem

While retailers rush to launch new ad formats and in-store screens, brands have a simpler request: prove that their advertising works. With Circana's acquisition of Nielsen's Marketing Mix Modeling business in August and NCSolutions in June, the company is positioning itself as the independent arbiter retail media desperately needs. Leading this charge is Cara Pratt, just 90 days into her role as President of Global Retail and Media, who brings the unique perspective of having built Kroger's retail media network from the inside.
Marketing tech
Marketing tech
fromMarketing Dive
2 weeks ago

Circana acquires Nielsen MMM to grow measurement capabilities

Circana acquired Nielsen's MMM business, integrating it with NCSolutions to expand global marketing analytics and provide an end-to-end media measurement platform.
fromPractical Ecommerce
3 weeks ago

Ad Attribution Gets a Crystal Ball

Predictive attribution modeling 'will take you at least to the campaign level,' said Cameron Bush, vice president of digital transformation at Meyer, a cookware manufacturer.
Marketing
Marketing
fromForbes
1 month ago

Five More Must-Know Marketing Principles For MMM Success

Marketing effectiveness mirrors the complexities of real-world dynamics, reflecting authentic interactions and compound effects.
Accurate modeling of marketing principles can significantly impact budget efficiency and strategic decision-making.
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