Retail Data Firm Spins Acquires MikMak

Private equity-backed Spins has acquired ecommerce and retail data firm MikMak.

Spins provides data and analytics for consumer packaged goods brands aimed at helping brands understand who is buying their products in stores and online. MikMak’s analytics and data technology also helps brands track sales; the 11-year-old company also sells shoppable media technology that allows consumers to buy products from social media platforms through landing pages that link to the retailers where products are sold.

Terms of the deal were not disclosed.

MikMak has raised a total of $14 million from investors including Wavecrest Growth Partners. 

Tracking retail data to sales

Spins’ customers include small and midsize brands, while MikMak’s clients are big CPG brands. With the acquisition, Spins claims to work with more than 4,000 brands.

Spins differentiates itself with point-of-sale and product availability data from grocery stores. That retail data helps brands understand the sales performance of a new product flavor or understand how promotions impact sales, said CEO Jay Margolis.

With MikMak, Spins hopes to expand into retail categories beyond grocery like home improvement, beauty, and pet, said Rachel Tipograph, founder and CEO of MikMak.

As part of the acquisition, customers of a Spins product called Destini will become MikMak customers. MikMak will also ingest Spins’ data. Tipograph will lead a division of the company called Journey.