What MarketingScan does

MarketingScan is a privately held French B2B professional services firm founded in 1994 and headquartered in Suresnes, with operations in Angers. The company specializes in real-condition product testing and marketing effectiveness measurement for manufacturers (primarily FMCG), retailers/distributors, and media agencies operating in France. Its commercial offering is organized into two interconnected solution families: (1) Product Testing services — innovation potential testing (InnoScan/InnoImpact), launch diagnostics within 10 days of launch (Bilan de lancement), packaging tests (PackImpact, Pack Impact Online), and the Show&Learn real-store format — executed via its BehaviorScan panel of 4,500 Angers test households and direct retail partnerships; and (2) Effectiveness Measurement services — flagship Ad4Sales solution crossing Orange and SFR set-top box viewing data with millions of households' transaction data for deterministic TV-to-sales measurement, alongside media mix evaluation, real-store merchandising testing, promotional effectiveness, and CRM effectiveness assessment.

The underlying technology stack combines a 4,500-household BehaviorScan consumer panel with geolocated test media zones enabling A/B-style geographic experimentation. Ad4Sales links 220,000+ representative households (with 125,000 eligible for addressable TV) across Orange and SFR set-top box exposures to actual purchase transactions, providing deterministic sales-impact attribution rather than declarative or probabilistic methods. The firm operates a Single Source database of 350,000 representative households. Certified by CESP and integrated into the Union des Marques Referential, Ad4Sales functions as an industry-standard TV effectiveness benchmark. Partnerships with TF1 Publicité, Google/YouTube, FranceTV Publicité, iligo, IQVIA, OpenHealth, Médiaperformances, and major French retailers (Auchan, Système U, Intermarché, Casino) enable cross-media, cross-channel, and cross-vertical measurement (including streaming, pharmacy, and drive-to-store).

MarketingScan generates revenue via customized B2B professional services engagements — quoted per project based on scope, test design, and geographic coverage — across three horizontal segments: FMCG manufacturers, retailers/distributors, and media agencies. Pricing is not publicly disclosed. The firm markets through industry events (IREP, SNPTV, IFM, Institut du Commerce), case-study publications, French press coverage (TF1, France 2, LSA, Capital), and direct enterprise sales. MarketingScan is privately held with no disclosed funding, ownership changes, or M&A activity in the available data; 2024–2025 product launches (TF1+ streaming measurement, Real Shop Forecast) and a recent executive team announcement indicate active product development and a moderate-growth posture.

Name

MarketingScan

Legal name

MarketingScan

Website

https://marketingscan.fr

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

MarketingScan is a privately held French B2B services firm, founded 1994, that operates the BehaviorScan 4,500-household Angers test panel and the Ad4Sales deterministic TV-to-sales measurement solution for FMCG manufacturers, retailers, and media agencies in France.

Ownership category

akta.pro rank

Product category

Marketing Research & Effectiveness Measurement

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising Agencies (54181)

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG)

akta.pro secondary industry

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

Keywords

• Marketing effectiveness measurement
• Product testing services
• Consumer panel research
• Advertising impact analysis
• Retail campaign measurement

Headquarters

HQ city

Suresnes

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Product Testing Services: MarketingScan provides product testing services including innovation potential testing, launch assessments, and packaging tests conducted in real store conditions or through their consumer panel.
2. Marketing Effectiveness Measurement: The company measures advertising and marketing campaign effectiveness across TV, digital, display, merchandising, promotion, and CRM channels, providing actionable data to optimize marketing ROI.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

MarketingScan provides product testing and marketing effectiveness measurement services for FMCG manufacturers, retailers, and media agencies. Its methodologies combine real-condition testing through consumer panels, geolocated TV campaign testing zones, and transactional sales data analysis. The firm delivers end-to-end measurement across innovation assessment, advertising and communication effectiveness, and in-store activation.

Product overview

MarketingScan offers two interconnected solution families: (1) Product Testing services covering innovation potential testing (InnoScan/InnoImpact, Show&Learn), launch assessment (Bilan de lancement), and packaging tests (PackImpact, Pack Impact Online) via its BehaviorScan panel of 4,500 Angers households and store-based testing; and (2) Effectiveness Measurement services including Ad4Sales (TV effectiveness for linear, segmented, and streaming), Media Mix Evaluator, Real Store Merchandising Testing, Promotional Effectiveness, and CRM Effectiveness measurement. The Ad4Sales solution is the flagship capability, enabling deterministic measurement of advertising impact on sales by crossing Orange/SFR set-top box viewing data with retail transaction data across millions of households. All solutions emphasize real-world, real-condition testing rather than survey-based methods.

Differentiator

Problem solved

Functional benefit

Products and services

• Ad4Sales Flagship TV advertising effectiveness measurement solution that quantifies the causal impact of TV campaigns on sales for advertisers and media agencies.
• BehaviorScan Panel
• Single Source Database
• Product Testing Services
• Marketing Effectiveness Measurement

Quantifiable outcome

• +20% sales generated by optimal Facebook+TV plan vs 100% TV plan (Unilever)
• +9 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability5 records

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• iligocoreStrategic or Co-development PartnerLong-standing partnership spanning 10 years focused on shopper research. Joint products include PackImpact (packaging test in real purchase situations), InnoImpact (innovation testing), and Pack Impact Online (online packaging testing).
• TF1 PublicitécoreStrategic or Co-development PartnerOngoing collaboration for measuring addressable TV and linear TV campaign effectiveness. Multiple joint case studies demonstrating TV targeting optimization and sales impact measurement.
• Google (YouTube)coreStrategic or Co-development PartnerPartnership for measuring cross-media effectiveness combining TV and YouTube campaigns. Joint research on bumper ads, format optimization, and ROI comparison between TV and digital video.
• IQVIAminorStrategic or Co-development PartnerPartnership for measuring media impact on pharmaceutical sales, combining MarketingScan's test/control methodology with IQVIA's pharmacy distribution data.
• MédiaperformancesminorStrategic or Co-development PartnerJoint retail media measurement combining Médiaperformances' targeting technology with MarketingScan's sales impact measurement for omnichannel campaigns.
• FranceTV PublicitéminorStrategic or Co-development PartnerCollaboration for measuring addressable TV campaign effectiveness on France TV platforms, including Vals regional campaign case study.
• Havas MediaminorGTM or Marketing PartnerAgency partnership for campaign planning and measurement, notably in Ben & Jerry's addressable TV case study.
• DentsuminorGTM or Marketing PartnerAgency partnership for campaign effectiveness measurement, notably for Veet TV+streaming case study.
• SNPTV / ADMTVminorGTM or Marketing PartnerIndustry association partnerships providing TV effectiveness benchmarks and contributing MarketingScan data to annual TV effectiveness guides.
• Institut du Commerce (IDC)minorGTM or Marketing PartnerIndustry partnership for Sirius awards recognizing collaborative commerce innovations, with MarketingScan as sponsor.
• Système UminorChannel Partner/ Reseller/ DistributorRetail partnership for testing category management and merchandising approaches, notably in Savencia From'up case study.
• Orange Advertising & SFRcoreTechnology or IntegrationTV viewing data partnerships enabling Ad4Sales deterministic measurement linking exposure to purchase behavior across 220,000 representative households.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• iSpot.tv: TV/CTV ad measurement and attribution platform offering real-time attention and outcome analytics. Comparable in proposition to MarketingScan's Ad4Sales deterministic sales-impact measurement, but with a US-centric footprint and CTV focus.
• TVision: TV attention and viewership measurement company using passive panel data. Shares MarketingScan's methodology philosophy of passive, deterministic exposure measurement linking to outcomes.
• Realeyes: Attention measurement and ad effectiveness firm using computer vision and emotion AI. Adjacent in the campaign effectiveness value chain to MarketingScan's Ad4Sales, particularly for cross-media and digital video measurement.

Regional players

• BVA: French marketing research and consumer insights firm operating in ad effectiveness, shopper research and innovation testing. Comparable regional competitor for French enterprise measurement budgets.
• iligo: French shopper research and innovation agency; 10-year co-development partner of MarketingScan on PackImpact, InnoImpact and Shopper Impact. Overlaps in real-condition product and packaging testing for the French FMCG market.

Direct peers

• Ipsos: Major French-headquartered global market research group offering ad effectiveness, innovation testing, and shopper research — directly comparable product lines to MarketingScan's BehaviorScan, Ad4Sales and category management services.
• GfK (Consumer Insights): Global consumer panels and market intelligence firm; comparable to MarketingScan's BehaviorScan-style consumer panel infrastructure and retail measurement capabilities for FMCG clients.
• Médiamétrie: France's primary TV and digital audience measurement body, providing audience ratings and cross-media measurement benchmarks. Overlaps with MarketingScan's media effectiveness measurement and competes for the same French advertiser budgets.
• Kantar: Global marketing research and advertising effectiveness firm offering campaign measurement, brand tracking, and cross-media attribution. Highly comparable to MarketingScan in client base (FMCG/CPG manufacturers) and core proposition of linking media exposure to sales outcomes.
• Nielsen (NielsenIQ): Global leader in audience measurement, consumer panels and media effectiveness; explicitly named as a data partner of MarketingScan. Overlaps directly on retail measurement, TV ad effectiveness and FMCG analytics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MarketingScanFr

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about MarketingScan