Circana, LLC, a leading advisor on the complexities of consumer behavior, announced the launch of Liquid Mix™, an innovative AI-powered self-service platform that redefines how brands approach marketing mix modeling. Designed to deliver fast, flexible, and highly granular insights, Liquid Mix enables marketers to optimize budgets with unprecedented speed and accuracy.
“Marketing mix has always been critical for guiding strategic decisions, but too often, barriers like cost, time, and technical complexity have prevented brands from fully realizing its value,” said Yeimy Garcia Smith, senior vice president of Global Measurement at Circana. “Liquid Mix removes those barriers, offering brands an innovative self-service solution. Not only is it faster and more accessible, but Liquid Mix remains rooted in Circana’s trusted, industry-leading data, ensuring brands never have to compromise on quality and granularity. The future of marketing mix is flexible, and with the addition of Liquid Mix to our Circana portfolio, we now offer a faster, more accessible solution tailored to meet the diverse needs of our clients.”
Redefining the Future of Marketing Mix Modeling
For years, marketing mix modeling has been essential for strategic decision-making, yet its high cost, slow delivery, and technical demands have kept it out of reach for many—especially smaller brands. Liquid Mix™ changes that narrative by offering a powerful, intuitive platform that delivers AI-driven, on-demand insights without sacrificing quality or depth.
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Built on Circana’s robust store-level point-of-sale (POS) data, Liquid Mix eliminates the trade-off between speed and precision. Brands now have access to a scalable solution that offers deep visibility into marketing performance—whether for a single campaign or across multiple channels and sub-brands.
Key Benefits of Liquid Mix™
- Fast: Get answers in minutes. Liquid Mix delivers insights up to 80% faster than traditional marketing mix methods—accelerating decision-making and time-to-value.
- Flexible: Built on Unify+, Circana’s on-demand decision intelligence platform, marketers can easily export results into PowerPoint or Excel, run what-if scenarios, adapt models as business conditions change, and integrate additional data for a holistic view.
- Granular: Powered by Circana’s trusted data and AI capabilities, Liquid Mix offers advanced modeling at the store level, enabling brands to simulate future outcomes, fine-tune spend strategies, and tap into thousands of CPG and general merchandise benchmarks for contextual comparisons.
Built to Support Brands at Every Stage
Whether a brand is just beginning its marketing mix journey or seeking more agile ways to refine existing strategies, Liquid Mix™ is designed to scale. It works as a standalone platform or as part of a broader marketing performance and planning ecosystem.
By integrating multiple data streams—including marketing, trade, pricing, distribution, macroeconomic trends, and competitive dynamics—Liquid Mix provides a comprehensive foundation for strategic investment planning. Early adopters have reported up to 45x return on investment in the first year of use, underscoring its transformative value.