What's Happening?
Circana, a company focused on retail and media, has launched its new Liquid Mix platform, designed to improve the speed, confidence, and accountability of marketing investments. Cara Pratt, president of global retail and media at Circana, discussed the platform's capabilities in a conversation with The Drum's commerce media columnist Kiri Masters. Liquid Mix allows brands to model, plan, and act on marketing strategies within hours, setting new standards for measurement and efficiency in the industry.
Why It's Important?
The introduction of Circana's Liquid Mix platform represents a significant advancement in marketing technology, offering brands the ability to quickly adapt and optimize their strategies. This can lead to more effective marketing campaigns and better allocation of resources, ultimately driving growth and competitiveness in the retail and media sectors. As companies seek to navigate an increasingly complex digital landscape, tools like Liquid Mix provide valuable insights and capabilities to enhance decision-making and performance.
