ScanmarQED has acquired MMM Labs, a U.S.-based startup focused on modern marketing mix modeling, as it pushes to deliver what it describes as next-generation, multi-engine MMM capabilities through its PulseQED product suite.
The deal brings MMM Labs’ “multi-engine” approach into ScanmarQED’s broader marketing analytics offering, enabling marketers and analysts to run multiple MMM methodologies in parallel rather than committing to a single framework. ScanmarQED said the combined platform will provide access to both open-source and proprietary MMM engines through one interface, reducing the time and data-science effort typically required to deploy and compare models.
MMM Labs’ platform is designed to run multiple modeling engines side by side, including open-source frequentist and Bayesian frameworks such as Robyn, Meridian, and PyMC, as well as proprietary or custom-built models. ScanmarQED said this structure helps teams compare outputs, test assumptions, and iterate more quickly, while avoiding the operational overhead often associated with advanced MMM implementations.
ScanmarQED positioned the acquisition as a way to pair PulseQED’s enterprise governance and scalability with MMM Labs’ speed and flexibility. The company said the resulting offering is intended to give brands and agencies more freedom to experiment with modeling approaches while maintaining consistency, controls, and oversight required for enterprise use.
ScanmarQED is headquartered in the Netherlands and said it serves clients globally across industries including retail, healthcare, food and beverage, technology, media, and market research, with offices in London, Prague, and Chicago. MMM Labs is based in the U.S. and has focused on making MMM more accessible and actionable for marketing teams.
KEY QUOTES:
“This acquisition accelerates our vision for PulseQED: combining enterprise-grade MMM measurement and planning with the flexibility of open-source innovation and custom modeling code. For years, companies have been forced into a false choice, pick one modeling engine and live with its limitations. That era is over. Customers can now access and run multiple engines side-by-side, all within a controlled and guided environment. The result is faster cycles, stronger models, and better decisions, without sacrificing governance or expert oversight.”
Marcel van der Kooi, CEO, ScanmarQED Group
“MMM Labs was founded to make marketing mix modeling more accessible, intuitive, and practical for everyday marketers. Joining ScanmarQED allows us to amplify that mission. With ScanmarQED’s scale and shared commitment to innovation, we can push the boundaries of what MMM can be: simpler, smarter, and more powerful. Together, we are redefining how marketing measurement is built and deployed across organizations.”
Gabriel Mohanna, CEO, MMM Labs
