NIQ, the world’s leading global consumer intelligence company, has announced the launch of its Marketing Mix Modelling (MMM) solutions. This initiative is part of NIQ’s global media division expansion, reinforcing its commitment to delivering comprehensive insights and enhancing marketing capabilities for clients worldwide. With operations in over 75 countries, NIQ’s MMM leverages a century of industry expertise and proprietary store-level data to provide actionable insights.

Key Highlights of NIQ's Marketing Mix Modelling Solutions

• Broad Client Engagement: Within months of launching, NIQ’s MMM has successfully implemented programs for over 30 clients across various sectors, including retailers, publishers, and Fortune 500 manufacturers.

• Unlocking ROI Growth: NIQ’s MMM offers proven methodologies and best-in-class solutions to help clients optimize their marketing investments.

The Full View™: Comprehensive Data Coverage

• Global Reach: NIQ provides extensive data coverage powered by store-level point-of-sale and digital media data, delivering precise insights for informed decision-making.

Seamless Media Integration

• Privacy-Safe Partnerships: The MMM solution integrates data through collaborations with leading publishers, ensuring data privacy while maximizing effectiveness.

Expert Guidance

• Marketing Expertise: Clients benefit from the global and local presence of category experts and marketing science teams, ensuring tailored support and insights.

Unique Data Models

• Optimization of Impact: NIQ's granular data models accurately assess Below the Line (BTL) and Above the Line (ATL) marketing impacts, enhancing overall strategy.

Comprehensive Measurement Modules

• Sales Lift Analysis: Measure the sales impact from specific media campaigns across different geographies to quantify performance effectively.

Cloud-Based Application

• Forward-Looking Scenarios: The cloud-based application enables clients to optimize media planning through scenario analysis and forward-looking insights.

Commitment to Innovation

Lana Busignani, General Manager of Global Media at NIQ, expressed enthusiasm for this expansion: “We are excited about this expansion as we continue to make investments in our Media division. NIQ has a legacy of providing best-in-class marketing and analytic solutions for over 100 years, fueled by our superior global data, expert teams, and deep knowledge of our clients’ brands.”

Additional Services: Matched Market Testing (MMT)

As part of the enhanced media portfolio, NIQ now offers Matched Market Testing (MMT), allowing clients to assess the sales impact of media campaigns in real-time before broader rollout. This innovative approach is designed to optimize performance and ensure effective marketing strategies.

NIQ’s launch of Marketing Mix Modelling solutions marks a significant step in its mission to provide clients with a comprehensive understanding of consumer behavior. By integrating advanced analytics and a rich ecosystem of data and technology, NIQ empowers clients to convert insights into actionable strategies that drive growth.