Global media intelligence software and research company, Carma, has expanded its capabilities in the beauty, fashion, and lifestyle sectors through the acquisition of mmi Analytics, a media communication and e-tail measurement platform. While the terms of the deal were not disclosed, Carma emphasized that this strategic move is a significant step in its commitment to enhancing full-service offerings and solidifying its position in these key vertical markets.
The acquisition aims to combine Carma’s global reach, technology, and comprehensive services with mmi Analytics’ specialized expertise and established presence in the beauty, fashion, and lifestyle sectors. This collaboration is expected to optimize the customer journey by developing targeted brand strategies and evaluation methodologies across retail media, influencer communities, and traditional media networks globally.
Headquartered in London, mmi Analytics will operate as a brand within the Carma group, benefiting from its global scale, client service, technology, and expertise. With 22 offices worldwide, the acquisition allows mmi Analytics to reinforce its regional strength in the sectors while providing support to clients in dynamic global markets.
Carma CEO Mazen Nahawi expressed enthusiasm for the acquisition, particularly highlighting the growth and innovation in the beauty and luxury goods sector. Acquiring mmi Analytics enables Carma to optimize digital communication strategies for beauty clients on a global scale.
Christian Eckley, CEO of mmi Analytics, sees the acquisition as positive news for the team and clients, providing access to superior media insights technology, service, and capabilities. This move allows mmi Analytics to enhance and scale its offerings as part of a truly global organization.
