Singapore – Circana has added Meridian, Google’s open-source marketing mix modelling framework, to its Liquid Mix marketing measurement offering.
The integration combines Meridian with Circana’s first-party data, artificial intelligence capabilities and measurement expertise, giving advertisers another way to assess marketing effectiveness and media investment within a single environment.
Circana said the addition is intended to provide marketers with greater flexibility and transparency when evaluating media performance, while connecting marketing activity with business outcomes.
Meridian’s open-source modelling approach will be used alongside Circana’s first-party data assets, which include transaction data, loyalty-based purchase signals, demographic information and retail outcomes measurement.
The combined offering is designed to provide insights across multiple channels, including brick-and-mortar retail and e-commerce, while supporting privacy-focused measurement.
The move comes as marketers increasingly seek faster ways to evaluate media performance as advertising strategies become more data-driven and increasingly reliant on AI and automation.
“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.
“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,” he continued.
Circana said it will continue its research and development activities around marketing measurement as businesses navigate changes driven by AI and the growing role of commerce data.
