What ScanmarQED does

ScanmarQED (legal entity Scanmar B.V.) is a Netherlands-headquartered provider of marketing analytics and measurement software for enterprise brands and media agencies. The company's platform combines Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and Unified Marketing Measurement (UMM) within a connected data architecture that ingests sales, media, and marketing data sources. Core products include PulseQED (the flagship connected data platform with predictive insights and scenario planning), strataQED (AI-guided MMM with genetic model search), MMM Labs (multi-engine MMM integrating Robyn, Meridian, and PyMC frameworks, added via the January 2026 acquisition), Roivenue (cloud-based MTA and UMM, added via the December 2022 acquisition), plus MarketingTracker, Promo2Go, Insights2Go, portfolioQED, priceQED, optimiseQED, and Pulse Planner. The platform is exposed through native Model Context Protocol (MCP) integrations with Claude, ChatGPT, Gemini, Microsoft Copilot, Perplexity, and Cursor, allowing natural-language querying of marketing and sales data.

ScanmarQED serves primarily large consumer brands and global media holding companies across Europe, North America, the Middle East, and the Czech Republic, with offices in Houten, London, Prague, Chicago, and Dubai. The go-to-market is enterprise field sales with a consultative motion; customers can select Outsource, Hybrid, or In-House operating models and access e-learning and certification programs. Revenue is generated through SaaS-style software subscriptions (PulseQED, strataQED, Roivenue, MarketingTracker) plus implementation, consulting, and training services. Pricing is quote-based with 'Request a Demo' and 'Contact us' as primary CTAs, indicating negotiated enterprise contracts. The company is privately held with no disclosed institutional funding rounds, holds ISO 27001:2022 certification, and is GDPR-compliant. Two strategic acquisitions (Roivenue in 2022 and MMM Labs in 2026) have expanded both product capability and geographic footprint.

Name

ScanmarQED

Legal name

Scanmar B.V.

Website

https://scanmarqed.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

ScanmarQED is a Netherlands-based marketing analytics software company that sells Marketing Mix Modeling, Multi-Touch Attribution, and Unified Marketing Measurement platforms to enterprise brands and global media agencies across Europe and North America.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Marketing Consulting Services (541613), Media Buying Agencies (54183), Marketing Research and Public Opinion Polling (541910), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370), Services-Management Consulting Services (8742)

akta.pro primary industry

Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ)

akta.pro secondary industries

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN), Marketing Technology, AdTech & MarTech Services (BPAFAAAN), Marketing Mix Modeling, Attribution & Propensity Scoring (HDAAAHAH), Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

Keywords

• Marketing mix modeling
• Multi-touch attribution
• Unified marketing measurement
• Marketing analytics software
• Budget optimization tools

Headquarters

HQ city

Houten

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Platform Subscriptions: SaaS-based marketing analytics platforms (PulseQED, strataQED, Roivenue, MarketingTracker) offered through subscription licensing with flexible operating models (Outsource, Hybrid, In-House).
2. Professional Services: Implementation, consulting, and training services supporting the software platforms, including e-learning programs and certified modeling training.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

ScanmarQED sells an enterprise marketing analytics software suite that combines Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), and Unified Marketing Measurement (UMM) to help large brands and media agencies measure true marketing ROI, allocate budgets optimally, and forecast performance. The offering includes flagship connected data platform PulseQED, AI-guided MMM (strataQED), multi-engine MMM (MMM Labs), attribution (Roivenue), market and brand tracking (MarketingTracker), promotional analytics (Promo2Go), and budget and price optimization tools (portfolioQED, optimiseQED, priceQED), delivered with optional professional services under Outsource, Hybrid, or In-House operating models.

Product overview

ScanmarQED is a marketing insights and analytics platform with a multi-product, module-based architecture. The core flagship platform is PulseQED, which serves as a connected data platform for marketing and sales intelligence. Surrounding this core are specialized products: strataQED and MMM Labs for Marketing Mix Modeling (offering AI-guided single-engine and multi-engine approaches respectively); Pulse Planner for scenario planning; Roivenue (acquired) for Multi-Touch Attribution and Unified Marketing Measurement; MarketingTracker for market and brand performance tracking; Promo2Go for promotional analytics; Insights2Go for automated reporting; and portfolioQED, priceQED, and optimiseQED for budget optimization and revenue management. Together these products enable triangulation across MMM, MTA, and experiments for comprehensive marketing effectiveness measurement.

Differentiator

Problem solved

Functional benefit

Products and services

• PulseQED Flagship connected data platform for marketing and sales intelligence that harmonizes sales, media, and marketing data and provides predictive insights and scenario planning capabilities for enterprise brands and media agencies.
• strataQED AI-guided Marketing Mix Modeling solution that uses genetic model search to analyze past marketing performance across channels with full transparency, for enterprise brands and media agencies.
• MMM Labs Multi-engine Marketing Mix Modeling platform that enables users to build, run, and validate models across multiple open-source and proprietary MMM frameworks (Robyn, Meridian, PyMC) through a single interface.
• Pulse Planner Scenario planning and budget allocation tool connected to MMM outputs that enables marketing effectiveness planning across tactics, brands, and markets.
• Roivenue Cloud-based data-driven marketing attribution platform providing attribution across digital touchpoints and Unified Marketing Measurement (UMM) that combines MMM, MTA, and incrementality testing.
• MarketingTracker Continuous market and brand performance tracking platform that provides automated storyboards and data integration capabilities for ongoing market intelligence.
• Promo2Go Promotional effectiveness analytics solution designed for commercial and trade marketing teams to measure and optimize promotional campaigns.
• Insights2Go Automated insights delivery platform that aligns narrative insights to management reporting cycles, enabling revenue optimization for marketing and sales teams.
• portfolioQED Optimal budget allocation tool using an advanced genetic algorithm to optimize marketing budgets across tactics, brands, and markets, capable of handling large business portfolios with complex constraint sets.
• priceQED Price and promotional sensitivity estimation tool that determines price elasticity for all items within a category, supporting commercial pricing decisions.
• optimiseQED Marketing spend optimization tool that determines the amount of marketing spend required to achieve business targets and boost ROI.

Quantifiable outcome

• Strong measurement techniques increase ROI by 30%
• +1 more outcomes

Named customers24 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature10 records

Partnerships

Three partnerships are on record, tiered core.

• MMM LabscoreStrategic or Co-development Partner · 22 January 2026MMM Labs, a US-based startup specializing in multi-engine Marketing Mix Modeling, was acquired by ScanmarQED in January 2026. The acquisition integrates MMM Labs' platform (enabling users to run multiple open-source and proprietary MMM engines side by side through a single interface) with ScanmarQED's enterprise-grade governance and scalability. The combined entity aims to redefine how marketing measurement is built and deployed across organizations.
• RoivenuecoreStrategic or Co-development Partner · 1 December 2022Roivenue, a cloud-based marketing attribution platform based in Prague, was acquired by ScanmarQED in December 2022. The acquisition strengthens ScanmarQED's marketing insights and analytics offerings in Europe and North America as part of a strategic plan to expand product capabilities and create a leading marketing measurement and digital data platform.
• Prof. dr. Koen PauwelscoreOthersProf. dr. Koen Pauwels serves as Strategic Advisor to ScanmarQED. Named 'Best Marketing Academic on the Planet' by Marketing Week, he is Distinguished Professor of Marketing at Northeastern University and co-founder of MMM Labs. His research on marketing effectiveness, mix modeling and data-driven decision-making is cited globally.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• LiveRamp: Data connectivity and identity resolution platform with growing measurement and attribution offerings. Overlaps with ScanmarQED's data integration and attribution ambitions via its Data Connectors and Roivenue layers.
• IRI (Circana): Market research and consumer measurement firm offering point-of-sale analytics, MMM, and integrated retail-media measurement. Overlaps with ScanmarQED's MarketingTracker and Promo2Go use cases for CPG retail analytics.
• Merkle: Large identity-driven marketing solutions provider with measurement and analytics practices within Dentsu's global agency network. Competes for enterprise multi-channel attribution and effectiveness engagements.
• Nielsen (NielsenIQ / Nielsen Media): Global measurement and media analytics giant offering MMM, AdIntel, and audience measurement; the alumni lineage of ScanmarQED's leadership traces back to Nielsen, making it both a competitor for enterprise MMM mandates and a source of talent and methodology.

Direct peers

• Measured: Incrementality-focused measurement vendor offering MTA, MMM, and experimental measurement for enterprise brands and agencies. Competes with ScanmarQED's UMM and Roivenue capabilities.
• Marketing Evolution: Specialist marketing effectiveness and MMM provider serving advertisers and agencies. Overlaps with ScanmarQED's strataQED and MarketingTracker use cases for ROI measurement and brand tracking.
• Analytic Partners: Long-standing direct competitor offering Marketing Mix Modeling and commercial analytics to enterprise brands and agencies. Closest functional analog to ScanmarQED's MMM-led stack with strong agency and CPG relationships globally.
• Rockerbox: Multi-touch attribution and unified measurement platform competing directly with Roivenue. Serves similar enterprise and agency buyers seeking MTA and MMM triangulation.

Emerging players

• Triple Whale: AI-native marketing analytics platform for DTC and ecommerce brands. Overlaps with ScanmarQED's PulseQED data platform ambitions and increasingly competes in mid-market MTA/MMM.
• Skai (Kenshoo): Marketing analytics and activation platform spanning paid media, attribution, and intelligence. Adjacent to ScanmarQED's portfolio, with overlapping agency and brand buyers but a more activation-heavy focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/scanmarqed
• LinkedInlinkedin.com/company/scanmarqed

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ScanmarQED