Circana Integrates Google's Meridian Framework into Liquid Mix

Circana has integrated Google's Meridian open-source marketing mix modeling framework into its Liquid Mix platform, expanding AI-powered tools for measuring marketing effectiveness and optimizing media investments.

The new offering combines Meridian's modeling framework with Circana's first-party data, artificial intelligence capabilities, and measurement expertise to provide advertisers with a transparent and privacy-safe way to evaluate marketing performance and connect media spending with business outcomes.

Liquid Mix draws on Circana data that includes billions of verified transactions, loyalty-based purchasing signals, demographic insights, and retail outcomes to help marketers assess audiences and business impact across channels, including brick-and-mortar stores and e-commerce.

Circana said the integration gives clients more flexibility in how they analyze performance while maintaining access to its consumer and retail data.