Circana LLC has added Meridian to its Liquid Mix offering, combining the latter’s open-source marketing mix modelling framework with Circana’s first-party data, AI capabilities and deep measurement expertise.
“Marketers want transparent, flexible measurement without sacrificing the depth of data and expertise required for rigour, or the ease and speed needed to make better business decisions,” said Stuart Aitken, president and chief executive officer at Circana.
Aitken added: “By bringing Meridian to Liquid Mix, we are giving clients greater choice in how they measure performance while helping them connect media investments to verified consumer demand and move from insight to action with confidence.”
Liquid Mix with Meridian
Liquid Mix with Meridian aims to provide advertisers with a transparent, safe way to measure marketing effectiveness, optimise media investments and connect those decisions to real-world business outcomes, in a single environment.
Adding Meridian enables Circana to expand the capabilities available through its Liquid Mix solution, providing greater flexibility and transparency in measuring and optimising media investments.
