Circana to acquire NCSolutions and Marketing Mix Modeling Business from Nielsen and Catalina.

Circana, an advisor on the complexity of consumer behavior, agreed to acquire NCSolutions, the joint venture between Nielsen and Catalina that improves advertising effectiveness, and Marketing Mix Modeling Business from Nielsen, an information, data and market measurement firm, and Catalina, a company specialising in shopper intelligence and precisely targeted in-store. Financial terms were not disclosed. “We are excited to welcome NCSolutions and Nielsen’s Marketing Mix Modeling business to Circana to expand and enhance our media capabilities for our clients. Both businesses have incredible expertise, solutions, and clients that, when combined with Circana’s data and technology assets, will fuel clients’ growth," Kirk Perry, Circana President and CEO.