InMarket Acquires MMM Startup ChannelMix: Boosting Marketing Efficiency with AI

InMarket Acquires MMM Startup ChannelMix: Boosting Marketing Efficiency with AI

The convergence of MTA and MMM: InMarket, a location data and measurement company, has acquired ChannelMix, an MMM startup. This acquisition highlights the growing importance of combining multi-touch attribution (MTA) and media mix modeling (MMM) to gain a comprehensive understanding of marketing performance.

Why MMM is better with AI: MMM traditionally has been a slow and expensive process. ChannelMix's AI-powered solution addresses this by providing faster and more actionable insights. By analyzing historical trends and leveraging various data sources, it predicts marketing performance across different channels, audience segments, and creative types.

Bridging the Gap Between Digital and Physical: InMarket's strategy is to bridge the gap between digital media and physical commerce. By acquiring ChannelMix, they aim to help marketers analyze their offline and online spend for improved performance.

Privacy-Forward Approach: InMarket has been at the forefront of data privacy, undergoing a lengthy process with the FTC. They have invested heavily in their privacy program, ensuring that the use of location data is compliant and consumer consent is a priority.

Benefits of the Acquisition:

• Faster insights: Marketers can receive recommendations within 1-3 days, allowing for real-time campaign optimization.
• Improved accuracy: The model predicts future campaign performance with 99% accuracy.
• Incremental sales: The system focuses on driving incremental sales by analyzing the impact of marketing on business growth.
• Consolidated data: Marketers have one source of data and consistent measures, eliminating the need for separate MMM and MTA providers.

InMarket's Growth Trajectory: This acquisition marks InMarket's fifth in five years, showcasing their commitment to expanding their offerings and providing comprehensive marketing solutions.