SPINS Acquires MikMak, Aiming to Enhance Omnichannel Marketing Measures

The retail media and consumer packaged goods (CPG) marketing landscape is witnessing another major shift as SPINS, a U.S.-based analytics provider, acquires commerce intelligence startup MikMak. The deal, announced on January 14, represents SPINS’ strategic expansion into digital advertising technology and media execution, with the goal of addressing a critical challenge for retail marketers: connecting online ad performance to in-store sales outcomes.

A Strategic Merger to Bridge Data Gaps

SPINS is widely recognized for its comprehensive datasets, especially in the natural and wellness product categories. MikMak, on the other hand, has built a reputation for helping major CPG brands such as Nestlé and Unilever optimize their click-to-cart performance across platforms like Amazon, Instacart, and Walmart. Together, this merger aims to close a persistent gap in retail data by linking digital ad engagement with offline purchasing behaviors.

The two companies initially explored a partnership. However, according to their respective CEOs, the decision to merge was driven by the realization of greater value in combining their capabilities. By integrating SPINS’ in-store purchase data with MikMak’s digital campaign measurement tools, the partnership seeks to improve marketers’ ability to track and optimize the increasingly complex path from online ad exposure to physical product trials on store shelves.

The acquisition also coincides with the forthcoming release of MikMak 4.0, a significant platform upgrade intended to provide enhanced orchestration capabilities and deeper integrations within brand technology ecosystems.

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Why This Matters for Marketers

For CPG and retail marketers, the SPINS-MikMak integration offers a unique opportunity to connect insights from digital campaigns to in-store activity. This holistic approach addresses a key challenge in the marketing industry: demonstrating performance across the entire customer journey.

MikMak has played a central role in helping brands measure the return on investment (ROI) of social and programmatic ads by tracking online conversion behavior. SPINS enhances this with its expertise in offline data, such as shelf availability, regional sales trends, and in-store purchase behaviors. Together, their combined platform is positioned to help marketers make better-informed decisions and allocate resources more effectively.

The merger also positions SPINS as a viable alternative to established measurement providers like Circana. With a full-funnel approach that integrates activation, attribution, and analytics, SPINS seeks to provide CPG brands and marketers with a competitive edge in today’s fast-changing retail media environment.

How Marketers Can Leverage the New Platform

The integration of SPINS and MikMak offers several practical benefits for marketers:

• Linking Digital Campaigns to Offline Sales: SPINS’ in-store data allows marketers using MikMak to evaluate the impact of their online advertising campaigns in driving store visits and shelf-level sales. This is particularly valuable for brands operating in regional or niche retail chains, where national sales data is limited.
• Optimizing Platform Spend: MikMak’s existing capabilities in routing shoppers based on price, availability, and location will now be enhanced by SPINS’ offline sales insights. This enables brands to fine-tune their spending strategies across digital and physical channels.
• Supporting Cross-Functional Teams: With the boundaries between media, trade, and shopper marketing becoming increasingly blurred, the combined platform provides tools for integrated planning and reporting. This can foster better collaboration among sales and marketing teams as they navigate the evolving roles of retailers.
• Preparing for AI-Driven Commerce: The rise of "agentic commerce", where AI agents assist consumers in product discovery and purchasing, was highlighted as another driver for this acquisition. The combined platform could help brands prepare for emerging technologies and consumer behaviors that challenge traditional tracking methods.

A Step Forward for Campaign Measurement

While the SPINS-MikMak merger may not solve every issue in retail media, it represents a significant step forward in addressing the fragmented buyer journey. For brands in competitive sectors like wellness, beauty, and fast-moving consumer goods, this enhanced platform offers a promising way to navigate the challenges of omnichannel marketing.

As consumers increasingly blur the lines between online and offline shopping, marketers are under growing pressure to demonstrate efficiency and results across multiple touchpoints. By leveraging data-rich integrations and enhanced measurement tools, SPINS and MikMak aim to provide the clarity that modern commerce teams need.

If SPINS can maintain its data quality while scaling MikMak’s tools, this partnership could become a game-changer for brands seeking to thrive in today’s complex retail environment. As stated, the merger "won’t fix every blind spot in retail media, but it offers marketers a better toolkit to navigate today’s fragmented buyer journey."

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