MikMak Partners with Circana

In New York, commerce intelligence platform MikMak has announced a product upgrade and a partnership with consumer data giant Circana, promising clients data on off-line sales lift from digital marketing, along with help preventing cart abandonment and converting shoppers.

The partners' Digitally Influenced Offline Sales Lift Report promises US brands three distinct types of insight: digital marketing's overall impact on off-line sales by channel, campaign and other factors; demographic insights into who is most likely to make in-store purchases after interacting with digital marketing content; and incremental sales values, which they say will strengthen relationships with retailer partners and 'advocate for more in-store shelf space and better positioning online'.

'Understanding the relationship between omnichannel marketing, online sales, and offline sales has long been a challenge for brands, and we're thrilled to partner with a market leader like MikMak to bring this solution to their impressive roster of brand partners', says Michael Quinn, senior vice president of Global Media at Circana. 'With MikMak and Circana's new analytics capabilities, MikMak's brand partners will be able to get actionable insights into their offline sales, justify their digital marketing strategies, and strengthen and develop partnerships with retailers'.

The MikMak upgrade includes new Direct Add to Cart feature for more efficient checkout; and a Shoppable Recipes feature using brands' recipe content to encourage purchase of complementary products. Already in 2023 the company has boosted its analytics capability with the acquisitions of French analytics software firm Swaven, and the Shoppable media and Brand Analytics product lines of its competitor ChannelAdvisor (CommerceHub). In 2024 it says it will add new AI-powered predictive analytics tools, further attribution capabilities, additional data partnerships for deeper omnichannel insight, and integration with brands' data lakes, analytics platforms and business intelligence (BI) tools via API.

CEO and founder Rachel Tipograph comments: 'Maintaining profitability and increasing sales is on every brand's mind in our current global economic context. Our newest partnerships and advancements to MikMak 3.0 address this by making products more discoverable, unlocking a deeper understanding of markets and consumers, and revealing crucial off-line sales data so brands can make informed decisions about their marketing and advertising dollars. Our strategic partnership with Circana ensures brands remain at the forefront of the eCommerce insights landscape and stay ahead of the competition'.

Circana is the new name for the merged IRI and NPD Group.

Web sites: www.mikmak.com and www.circana.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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