Circana pairs first-party data with Google Meridian

CHICAGO — Circana has added Google’s Meridian open-source marketing mix modeling framework to its Liquid Mix platform, expanding the company’s AI-powered tools for measuring marketing effectiveness and optimizing media investments.

The new Liquid Mix with Meridian offering combines Meridian’s modeling framework with Circana’s first-party data, artificial intelligence capabilities and measurement expertise. Circana said the integration is designed to give advertisers a transparent and privacy-safe way to evaluate marketing performance and connect media spending with business outcomes.

The expanded platform draws on Circana data that includes billions of verified transactions, loyalty-based purchasing signals, demographic insights and retail outcomes. The company said those data assets can help marketers assess audiences and business impact across channels, including brick-and-mortar stores and e-commerce.

The addition comes as marketers seek faster ways to understand the effectiveness of increasingly complex media investments. By incorporating an open-source modeling framework, Circana said Liquid Mix gives clients more flexibility in how they analyze performance while maintaining access to its consumer and retail data.

“Marketers want transparent, flexible measurement without sacrificing the depth of data and expertise required for rigor, 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.”

Circana said the offering is part of its broader effort to build measurement capabilities for an increasingly AI-driven, commerce-focused marketing environment, where advertisers want to translate media performance data into faster decisions about spending and execution.