SPINS, a provider of CPG data, insights, and commerce solutions, has acquired MikMak, a commerce intelligence and omnichannel orchestration company, as the firms push to help brands engage and measure shoppers across increasingly fragmented buying journeys.
The deal is intended to broaden SPINS’ ability to plan, execute, and measure shopper engagement across physical and digital touchpoints, including what the company described as emerging “agentic” shopping surfaces where AI assistants recommend products and can help complete purchases. SPINS said the acquisition advances its strategy to connect marketing activity to measurable outcomes as consumers move from social platforms to product pages and ultimately to in-store trial and purchase.
MikMak’s platform focuses on tracking, measuring, and optimizing omnichannel performance, including the pathways consumers take from media exposure to conversion. SPINS said combining MikMak’s orchestration tools with its data assets will give brands more granular views into consumer behavior on shelf and online, and support more targeted, efficient marketing spend.
MikMak serves brands across CPG and grocery and has also expanded into categories including beauty, alcohol, personal care, and consumer electronics. SPINS noted the acquisition aligns with MikMak’s planned release of MikMak 4.0, which the company positioned as an upgraded platform designed to help brands optimize marketing performance across their broader technology stack and partner ecosystem.
SPINS said it will continue operating across its commercial platforms—SPINS Foundry, SPINS Intelligence, and SPINS Journey—while integrating MikMak’s capabilities to extend commerce measurement and activation across channels.
KEY QUOTES:
“SPINS has been converting online buyers into offline purchases for over a decade. But the days of simple see-and-buy are behind us. Our customers are facing a more informed, more digital, and more complex shopper than ever before. By joining forces with MikMak, we are able to combine the industry’s best, most attribute-rich dataset with the best media platform to immediately improve our customers’ ability to plan, execute and measure modern shopper engagement.”
Jay Margolis, CEO, SPINS
“We are motivated by a powerful mission – to grow brands in real time. In SPINS, we found a team that thinks the way we do and shares our relentless focus on helping customers keep pace with the evolving commerce world.”
Rachel Tipograph, Founder and CEO, MikMak
