Analytic Partners

What Analytic Partners does

Analytic Partners is a private, PE-backed marketing and commercial analytics company founded in 2000 and headquartered in Miami, Florida, with operations across North America and EMEA (UK, Germany, Poland). The company sells to large enterprise advertisers and brands with $1B+ in revenue, addressing CMOs, CFOs, and CDOs who need to quantify and optimize the commercial impact of marketing investments across fragmented channels and deteriorating third-party data signals.

The company's core product is GPS Enterprise (GPS-E), a cloud-based Commercial Analytics platform composed of three integrated modules: ADAPTA for data ingestion, assessment, scoring, and cleansing; AMP for multi-dimensional modeling that surfaces growth drivers; and PROPHET for forecasting, scenario planning, war-gaming, and optimization. The platform unifies Marketing Mix Modeling, Multi-Touch Attribution, Agile Learning, Brand Impact measurement, Pricing Optimization, and Customer Segmentation into a single decisioning engine. A central differentiator is ROI Genome, a proprietary embedded intelligence layer built from 25+ years of commercial insights spanning 1,000+ brands, 50+ countries, and hundreds of billions of dollars in cumulative spend, which provides cross-industry benchmarks and contextual intelligence that competitors cannot replicate in the short term. The platform is SOC 2 Type 2 and ISO 27001 certified.

Analytic Partners operates an enterprise field sales motion with quote-based pricing, multi-year contracts, and dedicated change agents (600+ onshore consultants) who embed within client organizations. Revenue combines a recurring GPS Enterprise platform subscription with professional services for implementation and ongoing consulting. As of 2025, the company disclosed $58.3M ARR and a $174.9M valuation. Growth capital came from Onex Partners in February 2022, which has since funded acquisitions of Magic Numbers (UK, July 2024) and Analyx (Germany/Poland, January 2025) to extend the EMEA footprint, plus a March 2026 executive hire to build APAC. Analytic Partners is recognized as a Leader in the Gartner Magic Quadrant for MMM Solutions (2024, 2025) and the Forrester Wave for Marketing Measurement & Optimization (2023, 2026), and holds an exclusive data partnership with Visa announced January 2026.

Name

Analytic Partners

Legal name

Analytic Partners

Website

https://analyticpartners.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Analytic Partners is a PE-backed commercial analytics company founded in 2000 that sells the GPS Enterprise platform — integrating MMM, attribution, pricing, segmentation, and scenario planning — to large enterprise advertisers, with $58.3M ARR disclosed in 2025 and over 600 onshore consultants globally.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Marketing Consulting Services (541613), Marketing Research and Public Opinion Polling (541910), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742), Services-Advertising (7310)

akta.pro primary industry

Marketing Mix Modeling, Attribution & Propensity Scoring (HDAAAHAH)

akta.pro secondary industries

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH), Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN)

Keywords

• Marketing mix modeling
• Commercial analytics
• Multi-touch attribution
• Marketing measurement
• Scenario planning

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Commercial Analytics SaaS Platform Subscription: GPS Enterprise platform subscription providing access to Commercial Analytics tools including forecasting, scenario planning, multi-KPI optimization, and integrated testing capabilities. Revenue is recurring in nature, supported by professional services for onboarding and implementation by change agents.
2. Professional Services / Consulting: Dedicated change agents embed within client businesses to drive implementation and outcomes. This includes strategic consulting, model configuration, and ongoing support as part of the commercial analytics engagement.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels11 records

Core offering

Analytic Partners sells a cloud-based Commercial Analytics platform, GPS Enterprise (GPS-E), which unifies Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA), pricing optimization, brand impact measurement, customer segmentation, and agile learning into one always-on decisioning engine. It is sold to large enterprise advertisers and delivered with dedicated onshore consultants who embed in the client's business, supported by the proprietary ROI Genome intelligence layer.

Product overview

Analytic Partners offers a unified Commercial Analytics platform architecture centered on GPS Enterprise (GPS-E), an end-to-end decisioning platform that integrates three core modules: ADAPTA (data management), AMP (analytics), and PROPHET (decisioning), all powered by the proprietary ROI Genome intelligence layer built from 25+ years of insights. The platform delivers six integrated solutions—Commercial Analytics (primary offering), Marketing Mix Modeling, Agile Learning, Brand Impact, Pricing Optimization, and Customer Segmentation—designed to connect marketing investments to broader business outcomes. The company has expanded through strategic acquisitions including Magic Numbers (UK, 2024) and Analyx (Germany/Poland, 2025). Recognized as a Leader in the 2025 Gartner Magic Quadrant for Marketing Mix Modeling Solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Magic Works: An Analytic Partners brand that continues to deliver practical training for modern marketing needs, formerly Magic Numbers.
• GPS Enterprise
• ROI Genome
• ADAPTA
• AMP
• PROPHET

Products and services

• GPS Enterprise (GPS-E) Core Commercial Analytics platform that provides end-to-end decision-making from data ingestion to scenario planning and forecasting. Integrates marketing, financial, operational, and external data into always-on models and is powered by the ROI Genome intelligence layer. Sold to enterprise advertisers with $1B+ in revenue.
• Commercial Analytics Primary solution that unifies marketing mix modeling, customer segmentation, pricing optimization, and brand impact into one end-to-end platform. Connects marketing investments to broader business outcomes including revenue growth, profitability, and long-term brand equity through holistic, forward-looking insights. Sold to large enterprise advertisers and commercial decision-makers.
• Marketing Mix Modeling (MMM) - Evolved Advanced marketing mix modeling solution that goes beyond traditional MMM by integrating external factors such as competitive actions, customer trends, and macroeconomic conditions. Provides predictive and prescriptive intelligence for forward-looking decisions rather than purely backward-looking measurement.
• Agile Learning Fully integrated test-and-learn solution for designing, executing, and measuring key business experiments. Minimizes bias and decontaminates experiments for truer representation of incrementality, adapting to market changes and incorporating test results into strategic planning.
• Brand Impact Solution that quantifies the full impact of brand marketing efforts across KPIs to balance performance and brand budgets. Integrates short-term performance metrics with long-term brand equity indicators.
• Pricing Optimization Solution for understanding how price impacts purchasing behavior to set smarter pricing strategies and drive sustainable growth. Aligns pricing with customer perceptions, market dynamics, and competitive positioning.
• Customer Segmentation Dynamic, behavior-based segmentation solution that integrates customer behavior trends, market developments, and business drivers. Identifies high-value segments and opportunities for acquisition, retention, and customer lifetime value optimization.

Quantifiable outcome

• 495% ROI delivered by Analytic Partners Commercial Analytics for enterprise customers (Forrester TEI)
• +11 more outcomes

Named customers12 records

Segments10 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature9 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Andy Ford (Former Meta / Coles360)minorOthers · 9 March 2026Andy Ford, former Meta marketing science leader and Head of Data Intelligence at Coles360, joined Analytic Partners APAC as Associate Vice-President. Ford brings expertise in retail media measurement and marketing mix modeling, having built the 360Impact measurement platform in partnership with Circana. His hiring signals the company's expansion of MMM capabilities for predictive decision-making in the APAC region.
• VisacoreStrategic or Co-development Partner · 30 January 2026Analytic Partners has an exclusive partnership with Visa providing additional share-of-wallet and loyalty insights for clients. The partnership enhances the company's Commercial Analytics platform with exclusive payment and loyalty data, giving clients deeper insights into consumer spending patterns and customer lifetime value. This strategic data partnership differentiates Analytic Partners' offering from competitors by integrating proprietary Visa transaction data.
• AnalyxcoreTechnology or Integration · 1 January 2025Analytic Partners acquired Analyx, a marketing analytics software and services company with operations in Germany and Poland, in January 2025. The acquisition extends Analytic Partners' presence in Europe, enhances marketing analytics capabilities, and adds experienced data scientists, software engineers, and consultants to the team. Analyx was a European leader in marketing analytics and strategic marketing budget allocation.
• CircanaminorStrategic or Co-development Partner · 1 January 2025Analytic Partners has a working relationship with Circana (formerly IRI and NPD combined), having collaborated on the 360Impact measurement platform with former Coles360 executive Andy Ford. Circana provides retail and consumer intelligence data that complements Analytic Partners' Commercial Analytics platform.
• Magic NumberscoreTechnology or Integration · 1 July 2024Analytic Partners acquired Magic Numbers, a London-based marketing analytics firm, in July 2024. The acquisition expanded Analytic Partners' presence in the UK and EMEA markets and strengthened its leadership in Commercial Analytics. Magic Numbers continues as an independent brand (Magic Works) during the transition, providing practical training for modern marketing needs.

Scale indicators15 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nielsen: Global leader in media and consumer measurement. Nielsen's audience measurement, outcomes measurement, and marketing effectiveness solutions directly overlap with Analytic Partners' MMM and commercial analytics offerings for the same enterprise advertisers.
• Kantar: World's leading marketing data and analytics company offering MMM, attribution, brand equity, and consumer research. Kantar's Worldpanel and Analytics divisions compete head-to-head with Analytic Partners across the same enterprise customer base.
• Circana: Formed from the merger of IRI and NPD, Circana provides retail measurement, consumer intelligence, and marketing analytics. Analytic Partners' relationship with Circana as a data complement confirms their direct overlap in MMM and commercial decisioning.

Broad incumbents

• Ipsos: Global market research and analytics firm with significant MMM and marketing effectiveness practices. Operates broadly across research, advertising, and loyalty, making it a comparable incumbent rather than a direct MMM specialist.
• Publicis Groupe (Publicis Media / Epsilon): Holding company whose Publicis Media and Epsilon units provide measurement, attribution, and data services to enterprise advertisers. Competes for the same CMO/CFO budgets as Analytic Partners via agency-embedded analytics offerings.
• Dentsu (Merkle): Global agency holding company with Merkle's data and analytics practice. Provides MMM and customer experience measurement to enterprise clients, competing for the same marketing analytics RFPs.
• NielsenIQ: Consumer intelligence spin-off from Nielsen, providing retail measurement and consumer purchase data. Complements and competes with Analytic Partners in retail and CPG commercial analytics engagements.

Emerging players

• iSpot.tv: TV and video measurement platform offering real-time ad attribution and cross-platform analytics. Competes with Analytic Partners for video and CTV measurement budgets from enterprise advertisers.
• LiveRamp: Data connectivity platform enabling identity resolution and measurement across channels. Provides attribution and clean-room capabilities that compete for some of the same commercial analytics wallet as Analytic Partners.
• Comscore: Cross-platform media measurement company offering audience, advertising, and consumer analytics. Targets similar enterprise advertisers for cross-media campaign measurement, making it a relevant adjacent competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/analyticglobal
• YouTubeyoutube.com/channel/UCicZEVdG6U1L-FNFvrkZBEg
• Facebookfacebook.com/analyticpartners
• LinkedInlinkedin.com/company/analytic-partners
• Instagraminstagram.com/analyticpartners

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Analytic Partners