microm

What microm does

microm (legal entity: Micromarketing-Systeme und Consult GmbH) is a German geomarketing and consumer analytics company founded in 1993 and headquartered in Neuss. It operates as a subsidiary of the Creditreform Gruppe, a credit and business information conglomerate, and serves enterprise and public-sector customers exclusively in the German market. Its core offering is the Spice-Lab analytics platform, which unifies three sub-products — Customer Spice (target-group and segmentation intelligence), Location Spice (location and expansion analytics), and Channel Spice (campaign, OOH/DOOH, programmatic advertising and programmatic print execution) — on top of a proprietary data pool spanning sociodemographics, consumer behavior, strategic target group models, frequency data, and geodata. The company also offers the microm geo b4p tool, which localizes target-group combinations from Germany's leading market-media study (best for planning), supported by mapChart GIS, MicroCoder, and BI-system integrations, with the data products distributed partly through an online shop at shop.microm.de.

Revenue is generated through three streams: software licenses and subscriptions (including short-term licenses/Kurzzeitlizenzen for microm geo b4p), data products sold via the Datenshop, and consulting services for implementing Spice-Lab solutions. Go-to-market is enterprise field sales with personalized consultation via phone, email, and contact forms, supplemented by a direct e-commerce channel for self-serve data buyers. Customer segments span retail chains, e-commerce, financial services, media agencies (flagged as primary), and secondary verticals including telecom, insurance, healthcare marketing, tourism, energy, real estate, public sector, and media/publishers; named enterprise customers include Deutsche Bank, Telekom, TUI, DM, ARAG, KFC, 1&1, Funke Mediengruppe, PSD Bank, Universal McCann, Studiosus, Berge & Meer, Lekker, and Landeshauptstadt München. The company has 11-50 employees, no public funding history, and no disclosed financial figures.

Name

microm

Legal name

Micromarketing-Systeme und Consult GmbH

Website

https://microm-online.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

microm is a German geomarketing and consumer analytics firm, owned by Creditreform Gruppe, that provides Customer, Location, and Channel Intelligence through its Spice-Lab platform and microm geo b4p tool to German enterprise and public-sector customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Neuss

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Licenses and Subscriptions: microm offers short-term licenses (Kurzzeitlizenzen) for their microm geo b4p product, suggesting a licensing-based revenue model for access to their data and analytics platforms. The Spice-Lab platform provides ongoing analytical insights.
2. Data Products and Shop: Online shop (shop.microm.de) for data products including Datenshop offerings covering sociodemographics, consumer behavior, strategic target group models, frequency data, location data, and geodata.
3. Consulting Services: Advisory services for implementing Spice-Lab solutions including Customer Intelligence, Location Intelligence, and Channel Intelligence for marketing and location optimization.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Microm provides geomarketing and consumer analytics software (Spice-Lab platform) that combines sociodemographic, consumer behavior, target group, frequency, location, and geodata to deliver Location Intelligence, Customer Intelligence, and Channel Intelligence solutions. It also offers the microm geo b4p geographic analysis tool leveraging Germany's leading best for planning (b4p) market-media study, along with supporting apps (mapChart GIS, MicroCoder) and a data shop.

Product overview

microm is a location, customer, and channel intelligence company offering a unified platform architecture centered on the microm Spice-Lab analytics platform, complemented by the microm geo b4p geographic analysis tool. The Spice-Lab platform comprises three integrated sub-products: Customer Spice (Customer Intelligence) for target group and segmentation analysis, Location Spice (Location Intelligence) for location and expansion planning, and Channel Spice (Channel Intelligence) for campaign and media optimization. The product portfolio also includes dedicated service categories for existing customer optimization (scoring, segmentation, data enrichment), new customer acquisition (target group and potential analyses), location optimization (branch network, greenfield, white spot analyses), and marketing optimization (programmatic advertising and print). Supporting applications include mapChart GIS, MicroCoder, and BI-Systeme integrations. The platform leverages proprietary data including Limbic Geo Types and Code Geosin Milieus psychographic segments alongside the best for planning (b4p) market-media study data.

Differentiator

Problem solved

Functional benefit

Brands

• Spice-Lab: Analysis platform combining innovative analysis approaches with comprehensive data spectrum for customer insights, location intelligence, and channel intelligence.
• microm geo b4p
• mapChart GIS
• MicroCoder

Products and services

• microm Spice-Lab

Named customers14 records

Segments12 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature6 records

Partnerships

One partnership is on record.

• Creditreform GruppecoreStrategic or Co-development Partnermicrom is a company of the Creditreform Gruppe (Ein Unternehmen der Creditreform Gruppe). This parent company relationship provides organizational backing and likely access to credit/business data assets that enhance microm's consumer and business intelligence capabilities.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• GfK (NielsenIQ): Global consumer insights giant with German roots, offering market research, consumer panels, and analytics across multiple verticals; competes with microm on enterprise consumer intelligence but at significantly broader scale and category scope.
• Acxiom: Major data and marketing services provider offering consumer data, audience targeting, and identity resolution; competes with microm's Customer Intelligence layer at a global scale with deep enterprise relationships.
• Kantar: Global market research and consumer insights firm (including legacy TNS Infratest in Germany), offering audience targeting, brand tracking, and location analytics; overlaps with microm's Channel and Customer Intelligence capabilities.
• Epsilon: Global data-driven marketing and advertising firm offering audience targeting and programmatic capabilities; overlaps with microm's Channel Intelligence and Programmatic Print/Advertising offerings at enterprise scale.

Emerging players

• Placer.ai: AI-driven location analytics platform providing foot traffic and trade area insights; overlaps with microm's Location Spice for branch network optimization and site selection, though focused on US-centric data.
• Carto: Location intelligence platform specializing in spatial data analytics and visualization; competes with microm's mapChart GIS and Location Intelligence capabilities, particularly for digital and cloud-native use cases.

Regional players

• Interrogare: German market research firm offering consumer research, panels, and analytics services; comparable regional competitor for Customer Intelligence and target group analysis work in Germany.

Others

• HERE Technologies: Leading location data and mapping platform provider; provides the underlying geospatial infrastructure that complements rather than competes with microm's location intelligence applications and geodata products.
• Esri: Dominant global GIS platform provider whose ArcGIS technology underlies much of the geographic visualization and analytics infrastructure that geomarketing firms like microm build upon or compete against.

Direct peers

• Sinus Markt- und Sozialforschung: German market and social research institute behind the well-known Sinus-Milieus classification system, directly competing with microm's Code Geo Sin Milieus and Limbic Geo Types for psychographic consumer segmentation in the German market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInde.linkedin.com/company/microm-micromarketing-systeme-und-consult-gmbh

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 microm