Analytic Partners
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.
- Company typePrivate
- Founded2000
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
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.
Analytic Partners firmographics
Firmographics- 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
Analytic Partners industry classification
Industry- 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
Where Analytic Partners is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Analytic Partners business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Enterprise platform with dedicated consulting support — pricing available upon inquiry |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels11 records
Analytic Partners product offering
Product offeringCore 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
Companies that use Analytic Partners
Customer profileNamed customers12 records
Segments10 records
Ideal customer profiles2 records
Analytic Partners technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature9 records
Analytic Partners partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- Andy Ford (Former Meta / Coles360)minorAndy 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.
- VisacoreAnalytic 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.
- AnalyxcoreAnalytic 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.
- CircanaminorAnalytic 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 NumberscoreAnalytic 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
Analytic Partners competitors and assessment
Company assessmentDirect 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
Analytic Partners social profiles
Digital presenceAnalytic Partners compliance and trust
Trust signalCompliance2 records
Analytic Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Analytic Partners leadership team
Management profileNumber of profiles
Profiles5 records
Analytic Partners subsidiaries and ownership
Company hierarchySubsidiaries2 records
Analytic Partners funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Analytic Partners M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Analytic Partners
What does Analytic Partners do?
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.
Is Analytic Partners a public or private company?
Analytic Partners is a private company. It is classified as private equity controlled and is currently operating.
When was Analytic Partners founded?
Analytic Partners was founded in 2000. It employs 101 to 250 people.
Where is Analytic Partners based?
Analytic Partners is headquartered in New York, United States, in the North America region.
How does Analytic Partners make money?
Two revenue lines are on record. Commercial Analytics SaaS Platform Subscription is the primary driver. The others are professional Services / Consulting.
Who are Analytic Partners's main competitors?
Direct peers on record are Nielsen, Kantar and Circana. Broad incumbents are Ipsos, Publicis Groupe (Publicis Media / Epsilon), Dentsu (Merkle) and NielsenIQ. Emerging players are iSpot.tv, LiveRamp and Comscore.
Does Analytic Partners have an API?
No public API is recorded for Analytic Partners.
What industry is Analytic Partners in?
Analytic Partners's product category is Marketing Analytics Software. Its primary akta.pro industry code is HDAAAHAH, Marketing Mix Modeling, Attribution & Propensity Scoring, with a secondary code of MPAAAFAH, Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs). Its NAICS code is 541613 and its SIC code is 8742.