Corporate Takeover: Completion of NCSolutions' Acquisition by Circana
In a strategic move to expand its media measurement capabilities, market research firm Circana LLC has completed its acquisition of NCSolutions (NCS). The acquisition integrates NCSolutions’ data assets, technology, and industry expertise with Circana’s existing strengths, providing a more comprehensive and actionable suite of solutions for businesses.
Stuart Aitken, President and CEO of Circana, expressed excitement about welcoming the NCS team. Aitken, who previously held the CEO role at Kroger, will remain with the company through Dec. 31. Cara Pratt, who heads the media team as the company’s President of Global Retail and Media, will lead the combined team.
The new capabilities offered by the acquisition include advanced media and consumer insights, improved targeting and optimization, integrated playbooks for actionable strategies, and omnichannel and retail data integration.
Advanced Media and Consumer Insights: Circana now leverages combined data from both organizations, which enhances the granularity and accuracy of consumer behavior tracking, both for media consumption and purchase activity.
Improved Targeting and Optimization: The integration allows for richer audience profiles and better targeting in advertising and marketing campaigns, powered by insights derived from cross-platform, omnichannel consumer data.
Integrated Playbooks for Actionable Strategies: Circana has launched new playbook solutions that use predictive analytics and detailed data to help businesses navigate economic shifts, consumer trends, and specific category growth. These playbooks are designed to identify market opportunities, areas of vulnerability, and provide actionable strategies for optimizing product, pricing, and audience strategies.
Omnichannel and Retail Data Integration: The company continues to expand its partnership with platforms like LiveRamp, enabling advertisers to access aggregated, multi-outlet retailer transaction data for real-time, data-driven decision-making and campaign optimization. This includes seamless activation of high-value audiences and standardized insights across over 150 marketing destinations.
The acquisition aims to boost efficiency and provide improved products and services to drive clients' growth. Clients of both organizations will gain broader access to audience targeting, media measurement, in-flight optimization, and clean-room solutions.
Recent Circana insights have revealed that consumers are leaning into private label across categories and channels, and wellness-oriented shoppers have a buying power surpassing $1.1 trillion. Additionally, nearly half of consumers snack 3 or more times daily, as per Circana research.
The acquisition was a joint venture between Nielsen and Catalina. With the acquisition, Circana is working towards closing its acquisition of Nielsen’s Marketing Mix Modeling business. The acquisition will enable Circana to offer more robust media measurement, deeper consumer insights, and more actionable analytics, empowering clients to make faster and more confident business decisions amid rapidly shifting consumer and economic landscapes.
- With the acquisition of NCSolutions, Circana LLC can now offer more robust private label data and insights derived from cross-platform consumer behavior, enhancing their suite of solutions for businesses.
- The combined forces of Circana and NCSolutions will utilize finance and technology to launch new playbook solutions, providing actionable strategies for businesses to navigate economic shifts, consumer trends, and specific category growth.
- As a result of the acquisition, clients of both organizations will have access to improved market research, including consumer behavior, omnichannel data integration, and private label insights, aiding in making faster and more confident business decisions.
