A global leader in media intelligence software and research services has acquired mmi Analytics, a media communication and online retail measurement platform for beauty, fashion and lifestyle brands.

CARMA International said the strategic acquisition marks a significant step in its commitment to expanding its full-service offerings and strengthening its position in these key vertical markets.

It will enable the optimisation of the customer journey by building targeted brand strategies and evaluation methodologies across retail media, influencer communities, and traditional media networks around the world.

mmi, headquartered in London, will operate as a brand within the CARMA group and be supported by CARMA’s global scale – it has 22 offices worldwide.

“I am delighted to welcome mmi to the CARMA family,” said Mazen Nahawi, CEO of CARMA. 

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“The beauty and luxury goods sector is an exciting category. It is robust, innovative, and fast-moving and is growing double-digit across our strategic markets in the Middle East and Asia.

“Acquiring mmi means that we can now further optimise beauty clients’ digital communications strategies on a global basis.”

Christian Eckley, CEO of mmi Analytics, said: “This acquisition is great news for our team and our clients. It provides us with superior media insights technology, service, and capabilities while enabling mmi to enhance and scale its offering as part of a truly global organisation.”

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