Microm Micromarketing-systeme Und Consult Gmbh

What Microm Micromarketing-systeme Und Consult Gmbh does

microm Micromarketing-Systeme und Consult GmbH is a German geomarketing data and analytics company founded in 1998 and headquartered in Neuss, Germany, operating as a subsidiary of the Creditreform Gruppe. The company maintains one of the largest proprietary data pools in the German market, combining socio-demographic, consumer behavior, financial, frequency, and geo data with the leading best for planning (b4p) market-media study to deliver microgeographic market segmentation down to PLZ8, street-section, and individual-house levels. Its core product is the microm Spice-Lab analytics platform, which packages three modules — Customer Spice (audience intelligence), Location Spice (location/touchpoint intelligence), and Channel Spice (channel optimization) — and is supported by proprietary target-group models such as Code»Geosin Milieus (Sinus-Geo localized), Limbic® Geo Types (neuromarketing-based, exclusive with Gruppe Nymphenburg), the microm ÜberschuldungsTypologie, and microm PLZ8®-ID (a GDPR-compliant postal-code identifier promoted as a third-party-cookie alternative).

The company monetizes through three streams: subscription-based licensing of data products and strategic target-group models, proprietary software tools (mapChart GIS, MicroCoder, BI-Systeme integrations, the Spice-Lab platform), and customized consulting and analytics services. Pricing is quote-based and largely annual; standardized products are also sold through an online Datenshop and short-term licenses (Kurzzeitlizenzen) for microm geo b4p. Go-to-market combines direct sales with named account managers for verticals such as agencies (Oliver Jörns), real estate, and public sector, plus a channel partner ecosystem (AZ Direct, Boniversum, beDirect, GfK Geomarketing, adsquare, emetriq, adality, Deutsche Post Adress, PTV Group, etc.) that resells and integrates microm's data into programmatic, address management, and credit-data environments.

microm serves enterprise customers across retail (DM Drogeriemarkt), telecommunications (Deutsche Telekom), food service (KFC), travel (TUI), banking (Deutsche Bank), insurance (ARAG), media (Funke Mediengruppe), real estate (Vonovia SE, Vivawest), government (Landeshauptstadt München), and nonprofits/religious organizations (Save the Children, Greenpeace, Erzbistum Köln). Its product surface spans new-customer acquisition, existing-customer optimization, and location optimization solution suites, plus programmatic advertising and programmatic print modules that translate its offline geo data into digital activation via DMP integrations with adform, adsquare, AppNexus, Google Ads, and Amazon Advertising.

Name

Microm Micromarketing-systeme Und Consult Gmbh

Legal name

microm Micromarketing-Systeme und Consult GmbH

Website

https://microm.de

Company type

Private

Founded year

1998

Operating status

Operating

Short description

microm is a German geomarketing data and analytics firm that provides microgeographic market segmentation, audience targeting, and location intelligence to enterprise customers across retail, financial services, real estate, media, and public-sector verticals.

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, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Data Products and Licensing: microm generates revenue through the sale of proprietary data products, including demographic data, consumer behavior data, strategic target group models, frequency data, location data, and geodata. These are available as standardized products or customized consulting solutions.
2. Software and Tools: Revenue from proprietary software tools including mapChart GIS, MicroCoder, and BI-System integrations, as well as the Spice-Lab analytics platform.
3. Consulting and Analytics Services: Customized consulting and analytics solutions for specific customer requirements in location intelligence, customer intelligence, and channel intelligence.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

microm provides microgeographic geomarketing data products, proprietary target audience models, and analytics software platforms (Spice-Lab, mapChart GIS, MicroCoder) for customer intelligence, location intelligence, and channel intelligence. The company delivers consulting and analytics services for branch network optimization, target audience localization, and cross-channel marketing campaign planning in the German market.

Product overview

microm operates a modular platform architecture centered on the Spice-Lab platform, which integrates Customer Spice (customer intelligence), Location Spice (location intelligence), and Channel Spice (channel intelligence) as core analytical modules. The platform is complemented by specialized solutions for existing customer optimization, new customer acquisition, and location optimization, supported by proprietary tools including mapChart GIS, MicroCoder, and BI-Systeme integrations. The product portfolio includes data products (socio-demographic, consumer behavior, frequency, location, and geo data), strategic target group models (Code>>Geosin Milieus, Limbic® Geo Types, microm Typologie, Lebensphasen, ÜberschuldungsTypologie), the microm geo b4p geographic targeting product, and programmatic advertising/print modules. A key identifier product is the microm PLZ8®-ID, a GDPR-compliant postal-code level identifier for digital marketing. The company also maintains a data shop and data handbook for direct data access.

Differentiator

Problem solved

Functional benefit

Brands

• Spice-Lab: Innovative analytics platform combining analysis approaches with comprehensive data spectrum for customer insights, location intelligence, and channel intelligence.
• microm geo b4p
• mapChart GIS
• MicroCoder
• Code»Geosin Milieus
• Limbic® Geo Types
• microm PLZ8-ID

Products and services

• microm Spice-Lab Central analytics and consulting platform combining innovative analysis approaches with the broadest data spectrum in the German market, providing foundations for successful decisions on target audiences, locations, and marketing channels. Integrates Customer Spice, Location Spice, and Channel Spice intelligence modules.
• mapChart GIS / mapChart Manager Proprietary web-based GIS (Geoinformation System) tool for geographic visualization and analysis, enabling customers to create interactive maps and conduct geo-analyses.
• MicroCoder Geocoding application for postal code and geographic encoding functionality, enabling data encoding and geographic referencing.
• microm PLZ8®-ID Geo-based postal-code level (PLZ8) identifier for audience identification in digital marketing, functioning as a GDPR-compliant, privacy-friendly alternative to third-party cookies. Enables direct activation across CTV, DOOH, OOH, and Programmatic Advertising channels.
• microm geo b4p Geographic targeting product combining microm's geographic data with the best for planning (b4p) market-media study data for target group localization at postal code level, covering approximately 2,240 brands in 111 market categories. Short-term licenses (Kurzzeitlizenzen) available.
• Code»Geosin Milieus Geo-based segmentation system providing localized Sinus-Geo-Milieus, projecting target groups onto postal code, street section, or individual house levels with statistical probability calculations. Available digitally through DMPs (adform, adsquare, AppNexus) and for social media, Amazon, and Google campaigns.
• Limbic® Geo Types Exclusive neuromarketing-based target group typology with geographic localization, enabling precise audience segmentation based on unconscious motivation structures for brand positioning. Developed in partnership with Gruppe Nymphenburg.
• microm ÜberschuldungsTypologie Exclusive eight-type consumer indebtedness typology combining intensity and cause dimensions for precise microgeographic audience selection, locatable at PLZ8 level.
• Datenshop (Data Shop) Online data shop (shop.microm.de) for purchasing microm data products and variables across socio-demographic, consumer behavior, strategic target group models, frequency, location, and geo data categories.
• Programmatic Advertising Solution Programmatic digital advertising solution enabling automated, data-driven campaign execution across digital channels with cookie-free targeting capabilities using microm's geo and audience data.
• Programmatic Print Solution Programmatic print advertising solution for contextually targeted campaigns in print media using automated, data-driven selection and distribution.
• Standortoptimierung (Location Optimization) Consulting Suite of location optimization consulting solutions including location evaluation, expansion planning, store network optimization, Greenfield analyses, and Whitespot analyses for strategic site decisions.
• Bestandskundenoptimierung (Existing Customer Optimization) Consulting Suite of consulting solutions for optimizing existing customer relationships including customer structure analysis, customer segmentation, scoring, and up- and cross-selling potential identification.
• Neukundengewinnung (New Customer Acquisition) Consulting Suite of consulting solutions for new customer acquisition including target group analyses and potential analyses to identify and reach new customers using microm's geo and audience data.

Quantifiable outcome

• Nearly unlimited geographic target group combinations from b4p study available for precise localization
• +2 more outcomes

Named customers13 records

Segments8 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability2 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• Gruppe Nymphenburg Consult AGcoreStrategic or Co-development PartnerPartnership for Limbic® Geo Types - neuromarketing-based geographic audience types. Gruppe Nymphenburg brings expertise in unconscious motivation structures for brand positioning through their Limbic® instrument, while microm provides microgeographic localization capabilities.
• GIK (Gesellschaft für integrierte Kommunikationsforschung)coreTechnology or IntegrationJoint operator of best for planning (b4p) market-media study, Germany's most comprehensive study covering approximately 2,240 brands in 111 market categories. GIK is jointly owned by Axel Springer, Bauer Media Group, Funke Mediengruppe, Gruner + Jahr, and Hubert Burda Media.
• AZ DirectcoreChannel Partner/ Reseller/ DistributorJointly developed bestchannelplanner tool for target audience selection from b4p study across all channels for new customer acquisition. AZ Direct provides multi-channel offerings while microm contributes geo selection and potential determination.
• Boniversum (Creditreform Group)coreChannel Partner/ Reseller/ DistributorOfficial distribution partner since 2020 for microm's geomarketing solutions. Boniversum, a credit information provider, resells microm's data products to its customer base.
• beDirect (Bertelsmann and Creditreform)majorChannel Partner/ Reseller/ DistributorB2B data management specialist providing data-driven marketing solutions. Partnership enables microm to access B2B customer acquisition channels.
• GfK GeomarketingmajorChannel Partner/ Reseller/ DistributorGfK subsidiary providing innovative geomarketing solutions that incorporate regional and location-specific factors for objective market insights worldwide.
• adsquaremajorTechnology or IntegrationIndependent mobile data exchange for programmatic advertising. Integration enables microm's geo-targeting data to be used in programmatic campaigns.
• emetriqmajorTechnology or IntegrationTelekom subsidiary and initiator of Germany's largest collaborative data pool. Partnership enables access to online advertising optimization through combined data sources.
• adality (Bertelsmann)majorTechnology or IntegrationDigital marketing company providing realTargeting for connecting offline data quality with online campaigns. Enables datadriven online campaigns (Display & Video) using microm's offline audience data.
• DigitalraumminorChannel Partner/ Reseller/ DistributorDigital company for data-driven target audience engagement across all relevant online channels including websites, social media, and mobile.
• Creditreform Gruppe (Parent)coreStrategic or Co-development PartnerParent company providing unique financial data and creditworthiness information that complements microm's consumer insights and geomarketing capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• PTV Group: Software and consulting provider for traffic, transport logistics, and geomarketing; listed as a technology partner. Comparable as a location/mobility analytics player serving planning and logistics use cases in the German market.
• Senozon AG: ETH Zurich spin-off specializing in location analytics and mobility data for geomarketing. Listed as a microm partner and a comparable emerging player in mobility-driven audience and location intelligence.
• CasaGeo GmbH: Provider of geostatistical services for location planning, sales controlling, and customer value management. Direct overlap with microm's Location Intelligence and Standortoptimierung solution suite for retail and enterprise clients.

Broad incumbents

• LiveRamp: Global identity resolution and data collaboration platform. Operates at much larger scale across geographies but competes with microm PLZ8-ID's cookieless identity ambitions in the broader EMEA advertising stack.
• GfK (now part of Ipsos/NielsenIQ): Global market research giant whose GfK Geomarketing division directly overlaps with microm's location intelligence and geomarketing offerings in Germany. Both serve retailers, FMCG, and financial clients with geo-data products and consumer insights.

Direct peers

• emetriq GmbH (Deutsche Telekom): Deutsche Telekom subsidiary operating Germany's largest collaborative data pool for programmatic advertising. Listed as a partner but competes head-on with microm in geo-data activation and audience targeting for digital campaigns.
• adsquare GmbH: Independent mobile data exchange for programmatic advertising; integration partner with microm for activating Code»Geosin Milieus via DMPs. Competes in the same audience-data marketplace for mobile and programmatic campaigns.
• Sinus Markt- und Sozialforschung GmbH: Originator of the Sinus-Milieus methodology that underpins microm's Code»Geosin Milieus product. Operates as both a methodology licensor and a market research competitor in consumer segmentation across the German-speaking world.
• AZ Direct GmbH (Bertelsmann): Bertelsmann-owned multi-channel marketing services firm that co-developed the bestchannelplanner with microm. Directly comparable as an addressable target-group and channel-planning platform serving enterprise and SMB customers in Germany.
• adality GmbH (Bertelsmann): Bertelsmann's digital marketing company providing realTargeting for connecting offline data with online campaigns. Direct peer in geo-audience activation for display and video, with overlapping enterprise customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

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

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Micromarketing-systeme Und Consult Gmbh