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MARKETING
LIQUID MIX
Self-Serve AI Marketing Mix Modeling
Quantify how every marketing dollar drives incremental growth, with insights in minutes and a model that runs in a workday, up to 80% faster than traditional MMM.
80% Faster
Than Traditional MMM
Up to 45x
Solution ROI
3-5x
More Predictive
~1 week
To Launch
More than 7,000 companies choose Circana
Built for the Decisions Between Studies
Annual marketing mix studies tell you what worked last year. That foundational view matters and should stay foundational. But marketers don’t only make annual decisions. Budgets shift quarterly. Channels change every campaign. A new campaign launches on a Tuesday. Liquid Mix™ solution is the always-on layer that sits alongside your existing measurement work and answers the questions traditional MMM was never built to answer in real time. In fact, Liquid Mix solution can deliver insights up to 80% faster than a traditional MMM.
Decisions do Not wait for the annual cycle.
When the question is “where do I shift spend next month,” you need an answer in days, not at the next planning window.
The model belongs to your team.
When you have analytics talent in-house, you want a platform you operate, not a service you wait on. Liquid Mix solution supports in-house marketing mix modeling without external dependency.
Same data foundation, different cadence.
Built on the same Circana POS data and benchmarks used for enterprise marketing measurement, Liquid Mix solution quantifies incremental channel impact and media mix optimization on a continuous cadence.
The cost of guessing is measurable.
Brands that optimize spend between drivers and campaigns can lift ROI by up to 40%. Shifting dollars between weeks to match sales cadence can add another 30%. That's the gap between an annual study and an always-on platform, sized in dollars that you can quantify before the next planning meeting.
Better Results with True Channel Visibility
Liquid Mix solution is Circana’s AI-powered, self-serve marketing mix modeling platform that measures the incremental impact of every channel using store-level POS data from 750,000+ stores and 2,000+ retail partners.
Measure Incrementality
Understand the true incremental impact of every marketing channel and tactic. Brands using Liquid Mix solution can see up to 45X return on solution investment in the first year.
Simulate Budget Changes
Test scenarios before investing real dollars, across channels and time periods. Brands that optimize spend between drivers and campaigns can lift ROI by up to 40%, with an additional 30% available by shifting dollars between weeks to match sales cadence.
Forecast Outcomes
Predict performance across channels with confidence using AI-powered simulation. Anchored to 10,000+ Circana benchmarks built from decades of category, channel, and retailer measurement work. Your model inherits that experience from day one, delivering up to 3 to 5x more predictive forecasting than industry-standard models.
Activate Insights
Load a proposed media plan and get an instant read on expected incremental impact before you commit budget. Activate against Circana audiences, and share outputs across teams via Unify+, PowerPoint, and Excel. Insights ready in minutes, with full models operational in approximately one week, up to 80% faster than traditional MMM.
How Liquid Mix Solution Works
Liquid Mix solution was built so marketing analytics teams can stand up a working model in a workday, not a quarter. Guided workflows walk you through data connection, model build, and scenario simulation, with curated recommendations at every step so you know what to act on, not just what to read. No data science PhD required.
Connect your Data
Meta, Google, TikTok, retail media, POS, CRM. Flexible ingestion with minimal manual effort.
Simulate scenarios
Adjust budgets and instantly see incremental impact across channels and time periods.
Build your model
AI-powered modeling using Circana’s trusted data foundation and 10,000+ benchmarks.
Activate decisions
Export insights to Excel, PowerPoint, or Unify+ to drive action.
Liquid Mix Solution Powers Better Decisions Across Your Entire Organization
Liquid Mix solution helps every team move faster with shared, data-driven answers to their most important questions. From optimizing campaigns to improving profitability and driving retail performance, each function gets the clarity it needs—grounded in the same trusted data and models.
Marketing Teams
Optimize Performance
Which channels, platforms, and tactics drive the highest ROI?
How should we allocate budget across campaigns and channels?
What strategies, messages, and formats should we scale?
How effective are our audience targeting strategies?
What should we do next to improve campaign performance?
Finance Teams
Maximize ROI
What is the return on marketing, trade, and media investments?
Where should we reallocate spend to maximize profitability?
How do we forecast outcomes based on different spend scenarios?
How do we justify marketing investments with data-driven evidence?
How do we align marketing investments to business outcomes?
Sales & Retail Teams
Drive Revenue
How do retail media and in-store tactics impact sales performance?
How should we balance trade vs. media for short-term vs. long-term gains?
How do promotions, pricing, and distribution impact performance?
How do competitive actions influence retail performance?
Where are the biggest opportunities to drive incremental sales?
Insights & Analytics Teams
Scale Intelligence
What are the key drivers of growth across brands, channels, and time periods?
How can we build faster, more accurate MMM models without external dependencies?
How can we run scenario planning and simulations in real time?
How do we integrate multiple data sources into one unified model?
How do we scale insights across teams and stakeholders?
How Liquid Mix Solution Works with your stack
Data Inputs
Meta, Google, TikTok, retail media, POS, CRM
Platform
Unify+
Outputs
Excel, PowerPoint, Unify+
Same Data Foundation, More Signal
Your marketing, sales, and media data combined with Circana's store-level POS data, plus trade promotion, pricing, distribution, out-of-stock, and competitive signals.
Ready to optimize your marketing mix?
See how Liquid Mix solution helps you measure, simulate, and optimize your marketing investments with confidence.
Brands see up to 45x return on their first study
Related Solutions
FAQs
How is marketing mix modeling different from incrementality testing?
Marketing mix modeling and incrementality testing answer related but distinct questions. MMM uses historical sales and marketing data to model the incremental contribution of every channel over time, typically across quarters or years. Incrementality testing uses controlled experiments, like geo holdouts or in-store test-and-control designs, to measure the causal lift of a specific campaign, change, or channel in a defined window. The two are complementary. Liquid Mix is Circana’s MMM platform. For experimental in-store and geo lift measurement, see Liquid Testing solution.
Does Liquid Mix replace traditional marketing mix modeling?
No. Liquid Mix solution is designed to coexist with traditional, consulting-led marketing mix studies, not replace them. Annual studies remain valuable for foundational, audited views of marketing performance. Liquid Mix is the always-on layer that lets your team answer questions between studies, simulate scenarios on demand, and refresh models as conditions change.
What data does Liquid Mix use?
Liquid Mix solution combines your internal marketing, sales, and media data with Circana's store-level POS data across 750,000+ stores and 2,000+ retail partners, plus trade promotion, pricing, distribution, out-of-stock, competitive signals, and external factors like macroeconomics, weather, and holidays. Anchored to 10,000+ benchmarks, the result is a marketing mix model grounded in actual consumer purchase behavior and the conditions that actually shape it, not just media exposure or modeled audience reach.
How long does it take to build a marketing mix model with Liquid Mix solution?
Most models are operational within approximately one week. Once your data is connected, model generation is automated. Refreshes happen daily, supporting continuous optimization rather than one-time analysis.[
What channels does Liquid Mix solution measure?
Liquid Mix solution measures the incremental impact of paid media (including Meta, Google, TikTok, and connected TV), retail media networks, trade promotion, pricing, distribution, and external factors. Output includes channel-level incremental contribution, ROI, and scenario forecasts.
Can our analytics team operate Liquid Mix solution in-house?
Yes. Liquid Mix solution is designed for in-house operation by marketing analytics teams. Your team owns the model, controls refresh cadence, runs scenario simulations, and exports results to Unify+, Excel, or PowerPoint. Circana support is available if you want it but not required for ongoing use.
