Sophie Blake
Real-time marketing and measurement company InMarket has announced its acquisition of ChannelMix, a trailblazing platform specializing in media mix modeling and marketing revenue optimization. Financial terms of the deal were not disclosed.
The acquisition aims to enhance InMarket’s data analytics and measurement capabilities, enabling top brands to transcend traditional Media Mix Modeling (MMM) methods. With the integration of AI-powered, real-time media planning, brands can now instantly adjust and optimize their marketing spend across various channels, significantly improving marketing efficiency and ROI, the company said.
“We are excited to bring ChannelMix’s pioneering, next-generation solutions to InMarket’s clients,” said Todd Morris, CEO of InMarket. “In an era where data and real-time decision making is paramount for marketing efficiency and effectiveness, the integration of ChannelMix’s sophisticated analytics with InMarket’s industry-leading, real-time marketing and measurement capabilities will empower our clients to make more informed, data-driven decisions. This acquisition reinforces our commitment to providing the most comprehensive and effective marketing solutions on the market.”
Founded in 2010, InMarket’s platform empowers brands to drive growth and optimize spending by bridging the gap between consumer intent and purchase. Leveraging unique, real-time, actionable data on consumer intent, location, and item-level transactions, it helps brands make informed decisions to enhance their marketing strategies.
Founded by marketers in 2007 and headquartered in Kansas City, Missouri, ChannelMix manages and analyzes over $12 billion in media spend for nearly 70 clients including Adidas, Maui Jim, Mercer, NBA, Tempur-Sealy International and more.
“ChannelMix’s Marketing Impact Modeling platform addresses the shortcomings of traditional analytics and MMM platforms, which often rely on outdated data and infrequent updates,” said Matt Hertig, CEO and Co-Founder of ChannelMix. “By integrating this cutting-edge technology and platform into InMarket’s award-winning measurement suite, we can offer clients real-time, actionable insights and optimize their marketing spend across campaigns and channels with unprecedented levels of accuracy and speed.”
InMarket says the incorporation of ChannelMix’s platform into its offerings is timely, as the adoption and effectiveness of MMM are on the rise. In 2024, 70% of marketers are expected to increase their use of data analytics and MMM to better allocate their marketing budgets and enhance ROI. Furthermore, businesses have reported an average 20% reduction in media waste by shifting budgets from underperforming channels to more effective ones.
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