Analyx
Analyx is a Berlin-based European marketing analytics firm providing analytic capacity and strategic marketing budget allocation services to enterprise clients, operating since 2006. It was acquired by Analytic Partners in January 2025, joining the parent's global commercial analytics platform and expanding its EMEA presence from offices in Germany and Poland.
- Company typePrivate
- Founded2006
- HeadquartersBerlin, Germany
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Analyx does
Analyx is a Berlin-based marketing analytics firm that delivers analytic capacity and strategic marketing budget allocation services to clients, operating since at least 2006 with 101-250 employees. The firm has been described as a European leader in marketing analytics, employing a team of data scientists, software engineers, and consultants who provided analytic services to enterprise clients prior to its January 2025 acquisition by Analytic Partners. The acquisition brought Analyx's Germany and Poland offices into the parent organization, where its capabilities are being integrated with the parent's broader commercial analytics platform.
Analyx's offering is positioned within the marketing measurement and commercial analytics segment, focusing on translating data into actionable insights for marketing and commercial decision-making. Its core business is enterprise B2B, with a high-touch service model typical of the commercial analytics space — likely including marketing mix modeling, budget allocation optimization, and consulting engagements — though specific product details for Analyx as a standalone firm are not disclosed in the source material. The combined entity leverages the parent's GPS Enterprise (GPS-E) decisioning engine, ROI Genome intelligence platform, and broader solution portfolio covering commercial analytics, MMM, agile learning, brand impact, pricing optimization, and customer segmentation.
Analyx's business model as a subsidiary is governed by the parent's commercial structure: subscription-based commercial analytics platform access paired with professional services, annual billing, and quote-based enterprise pricing. Its go-to-market is direct enterprise field sales targeting large global enterprises, supported by the parent's global delivery model and onshore consultant base. The acquisition gives Analyx access to the parent's exclusive Visa partnership (announced January 2026) for share-of-wallet and loyalty insights, and to industry analyst recognition (Forrester Wave Leader 2026, Gartner Magic Quadrant Leader 2025) that strengthens enterprise sales positioning across EMEA.
Analyx firmographics
Firmographics- Name
- Analyx
- Legal name
- Analyx
- Website
- https://analyx.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Analyx is a Berlin-based European marketing analytics firm providing analytic capacity and strategic marketing budget allocation services to enterprise clients, operating since 2006. It was acquired by Analytic Partners in January 2025, joining the parent's global commercial analytics platform and expanding its EMEA presence from offices in Germany and Poland.
- Ownership category
- akta.pro rank
Where Analyx is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Analyx business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Commercial Analytics Platform: Subscription-based analytics platform providing marketing measurement and optimization services to enterprise clients. Includes software platform access and analytics services.
- Professional Services: Hands-on consulting and implementation services with dedicated change agents embedding in client businesses. Global delivery model with over 600 onshore consultants providing strategic marketing analytics expertise.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise commercial analytics platform with consulting services |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Analyx product offering
Product offeringCore offering
Analyx provides marketing analytics and strategic marketing budget allocation services to enterprise clients in Europe. The company combines proprietary measurement and decisioning technology with consulting expertise from data scientists, software engineers, and consultants to help large brands optimize marketing effectiveness, allocate budgets, and make data-driven commercial decisions. Following its January 2025 acquisition by Analytic Partners, Analyx's offerings are now part of a broader commercial intelligence platform that integrates marketing, sales, operations, and finance data.
Product overview
Analytic Partners offers a unified Commercial Intelligence platform centered on GPS Enterprise (GPS-E), which integrates data from marketing, sales, operations, and finance for enterprise-wide decisioning. The portfolio includes ROI Genome as proprietary intelligence research, and six core solutions: Commercial Analytics (the flagship offering), Marketing Mix Modeling, Agile Learning, Brand Impact, Pricing Optimization, and Customer Segmentation. The company also operates Magic Works (from the Magic Numbers acquisition) as a training brand. The platform is configured by data scientists and marketing experts to deliver forecasting, scenario planning, and optimization capabilities for enterprise decision-making.
Differentiator
Problem solved
Functional benefit
Products and services
- Marketing Analytics and Budget Allocation Services Analyx's core offering provides enterprise clients with marketing analytics and strategic marketing budget allocation services, combining proprietary measurement technology with consulting expertise from data scientists, software engineers, and consultants. Services are designed for large European brands seeking to optimize marketing effectiveness and make data-driven commercial decisions.
- Marketing Mix Modeling (MMM) Advanced marketing mix modeling solution that integrates external factors to enable forward-looking decisioning, replacing traditional MMM approaches. Designed for enterprise marketing and commercial teams seeking more accurate measurement of marketing effectiveness.
- Commercial Analytics Enterprise-level analytics solution enabling holistic insights, scenario planning, and intelligence for future-ready, profitable decision-making across the organization. Serves CMOs, CFOs, and CDOs at large enterprises.
- Pricing Optimization Analytics solution for understanding how price impacts purchasing behavior to set smarter pricing strategies and drive sustainable growth. Designed for enterprise commercial and pricing teams.
Quantifiable outcome
- 495% ROI for enterprises using Analytic Partners
- +4 more outcomes
Companies that use Analyx
Customer profileNamed customers5 records
Segments7 records
Ideal customer profiles1 record
Analyx technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Analyx partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- VisacoreExclusive partnership with Visa providing additional share-of-wallet and loyalty insights for clients. This partnership enhances Analytic Partners' ability to deliver comprehensive commercial intelligence to enterprise customers.
- AnalyxcoreAcquired in January 2025, Analyx is a European leader in marketing analytics and strategic marketing budget allocation. Based in Germany and Poland, this acquisition expands Analytic Partners' presence in EMEA and enhances the team of data scientists, software engineers, and consultants.
- Magic NumberscoreAcquired in July 2024, Magic Numbers is a London-based marketing analytics firm. Magic Works brand continues to deliver practical training for modern marketing needs, strengthening Analytic Partners' ability to serve customers across the UK and beyond.
Scale indicators6 records
Recent moves4 records
Expansion highlights4 records
Analyx competitors and assessment
Company assessmentEmerging players
- Measured: Incrementality-experiment and cross-channel measurement platform for enterprise marketers. Comparable to Analyx's test-and-learn/Agile Learning capability but delivered as a focused SaaS rather than consultant-led service.
- Rockerbox: Marketing measurement platform specializing in MTA and unified attribution across digital channels. Comparable to Analyx on marketing-measurement intent but differentiated toward digital-first, mid-market clients.
- Northbeam: Marketing measurement platform for DTC and ecommerce brands, providing cross-channel attribution and incrementality testing. Adjacent to Analyx's enterprise MMM but focused on the digital-native mid-market segment.
Direct peers
- Nielsen: Global leader in marketing and media measurement, including audience measurement and outcomes analytics. Directly comparable to Analyx's enterprise commercial-analytics value proposition across CPG, retail, and telecom clients.
- Circana: Formed by the merger of IRI and NPD, Circana provides market measurement, consumer and retail intelligence, and advanced analytics. Directly comparable to Analyx's commercial-analytics and marketing-measurement solutions in CPG/retail.
- NIQ (NielsenIQ): Consumer intelligence company providing retail measurement and analytics globally, including the former GfK Consumer Panel business. Comparable to Analyx on CPG/retail commercial analytics and marketing measurement.
- Ipsos: Global market research and analytics firm with deep European footprint, offering brand tracking, advertising research, and marketing effectiveness services. Comparable to Analyx on the marketing-measurement and consumer-insight side.
- Kantar: Global marketing data, research, and analytics firm offering brand measurement, consumer insights, and marketing ROI solutions. Directly comparable to Analyx's MMM, brand impact, and commercial-analytics offerings for enterprise clients.
Broad incumbents
- Accenture Song: Global consulting arm focused on marketing, commerce, and experience transformation. Comparable to Analyx on the consulting/implementation layer, but operates as a much broader transformation practice.
- Epsilon (Publicis): Publicis-owned data, identity, and marketing-analytics business offering audience targeting, measurement, and insights. Broader advertising-stack incumbent with overlapping measurement capabilities versus Analyx's narrower commercial-analytics focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Analyx social profiles
Digital presenceAnalyx financial estimates
Financial estimateRevenue estimate
Valuation estimate
Analyx leadership team
Management profileNumber of profiles
Profiles2 records
Analyx funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Analyx M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Analyx
What does Analyx do?
Analyx provides marketing analytics and strategic marketing budget allocation services to enterprise clients in Europe. The company combines proprietary measurement and decisioning technology with consulting expertise from data scientists, software engineers, and consultants to help large brands optimize marketing effectiveness, allocate budgets, and make data-driven commercial decisions. Following its January 2025 acquisition by Analytic Partners, Analyx's offerings are now part of a broader commercial intelligence platform that integrates marketing, sales, operations, and finance data.
Is Analyx a public or private company?
Analyx is a private company. It is classified as corporate owned and is currently acquired.
When was Analyx founded?
Analyx was founded in 2006. It employs 101 to 250 people.
Where is Analyx based?
Analyx is headquartered in Berlin, Germany, in the Europe region.
How does Analyx make money?
Two revenue lines are on record. Commercial Analytics Platform is the primary driver. The others are professional Services.
Who are Analyx's main competitors?
Emerging players on record are Measured, Rockerbox and Northbeam. Direct peers are Nielsen, Circana, NIQ (NielsenIQ), Ipsos and Kantar. Broad incumbents are Accenture Song and Epsilon (Publicis).
Does Analyx have an API?
No public API is recorded for Analyx.