What Analytic Edge does

Analytic Edge is a Singapore-headquartered, AI/ML-powered marketing analytics company founded in 2015 and operating as a wholly-owned subsidiary of C5i (formerly Course5 Intelligence) following its July 2024 acquisition for $35 million at a 3.5x EV-to-revenue multiple. The company sells a modular SaaS platform called Analytic Edge Qube, anchored by three proprietary products: Demand Drivers (an always-on Marketing Mix Modeling / MMM platform), PriceSense (AI-driven pricing and promotion analytics with 50% faster time-to-decision versus traditional techniques), and SynTest (a Test & Learn platform leveraging Nobel-recognized Synthetic Control methodology). Supporting modules include Dynamic Forecasting, Price Pack Architecture, Assortment Optimization, a Knowledge Hub visualization layer, and Data Management Solutions delivered in partnership with Fusion Point. The platform is offered through full-service, SaaS, and SaaS+FTE engagement models with APIs for automated data ingestion.

The company serves enterprise marketing and sales organizations primarily across CPG/FMCG, digital/mobile/e-commerce, financial services, automotive, retail/QSR, hospitality, pharmaceuticals, and telecom verticals. Named customers include Coca-Cola, Unilever, Kimberly-Clark, Puma, Colgate-Palmolive, ASUS, Hyundai, Netmarble, Beliani, Meliá Hotels International, and a leading Canadian bank. With ~150 data scientists and technologists based in Bengaluru and a regional office network spanning 14+ countries (Singapore HQ plus India, US, Canada, Mexico, Brazil, Argentina, UK, Switzerland, UAE, China, Japan, South Korea, Australia), Analytic Edge has delivered 2,500+ MMMs globally and has established measurement-tier partnerships with TikTok, Google Meridian, and Meta.

Commercially, Analytic Edge monetizes through subscription-based SaaS with a-la-carte modular pricing (annual cadence), professional/managed analytics services, and managed analytics engagements, complemented by a direct enterprise field-sales motion across Americas, EU/UK, MENAP, SEA, and China/South Korea regions. The company's growth strategy has pivoted from independent bootstrapping to scaled expansion under C5i, evidenced by a series of 2026 platform-partner certifications (TikTok Measurement Badged Partner, Google Meridian APAC certification) and continued regional thought-leadership activity (FMCG whitepapers across Vietnam, Malaysia, Indonesia, and the Philippines).

Name

Analytic Edge

Legal name

Analytic Edge

Website

https://analytic-edge.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Analytic Edge is a Singapore-headquartered AI/ML marketing analytics SaaS provider, now a C5i subsidiary, offering MMM, pricing analytics, and test-and-learn tools to global enterprise brands across CPG, digital, financial services, automotive, and hospitality verticals.

Ownership category

akta.pro rank

Product category

Marketing Analytics Software

NAICS

Advertising Agencies (541810), Marketing Research and Public Opinion Polling (541910), Custom Computer Programming Services (541511)

SIC

Services-Advertising (7310), Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Performance Analytics, Attribution & Measurement (MMM/MTA) (BPAFACAJ)

Keywords

• Marketing analytics software
• Marketing mix modeling
• Pricing analytics platform
• Test and learn analytics
• Customer intelligence solutions

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices15 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscriptions: Subscription-based SaaS model with a-la-carte options allowing clients to subscribe to individual solutions (Demand Drivers, SynTest, PriceSense) on a subscription basis.
2. Professional Services: Full-service engagements and managed analytics services with flexible engagement models including project-based, resource-based, and subscription-based options.
3. Managed Analytics Services: Fully-managed and scalable analytics capabilities offering captive, project, and blended engagement models for ongoing client support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Analytic Edge provides an AI-powered cloud-based SaaS marketing analytics platform centered on its Demand Drivers Marketing Mix Modeling (MMM) solution, complemented by PriceSense (pricing and promotion analytics), SynTest (Test & Learn using Synthetic Control methodology), Dynamic Forecasting, and Knowledge Hub visualization. The platform enables enterprises to measure marketing ROI, run in-market experiments, optimize pricing, and conduct always-on effectiveness analysis through no-code interfaces.

Product overview

Analytic Edge provides a modular SaaS-based marketing analytics platform called Analytic Edge Qube, which serves as an all-in-one toolkit offering multiple integrated solutions. The core products include Demand Drivers (Marketing Mix Modeling), PriceSense (Pricing & Promotion Analytics), and SynTest (Test & Learn with Synthetic Controls), all accessible through no-code interfaces. These are complemented by supporting modules including Dynamic Forecasting, Price Pack Architecture, Knowledge Hub (Data Visualization), Data Management Solutions (via Fusion Point partnership), and Assortment Optimization. The company also offers Managed Analytics Services for organizations seeking fully-outsourced analytics support. All solutions are offered across full-service, SaaS, and hybrid deployment models, and the company operates as part of C5i following its acquisition in July 2024.

Differentiator

Problem solved

Functional benefit

Brands

• Analytic Edge Qube: SaaS-based all-in-one toolkit for marketing analytics providing DemandDrivers (MMM), SynTest (Test and Learn), PriceSense (Pricing and promotion analytics), and PowerView (Analytics dashboarding).
• Demand Drivers™
• PriceSense™
• SynTest™
• Knowledge Hub

Products and services

• Analytic Edge Qube Cloud-based SaaS all-in-one toolkit for marketing analytics providing access to Demand Drivers, SynTest, PriceSense, and PowerView through automated, intuitive, no-code interfaces for enterprise marketing teams.
• Demand Drivers AI-powered cloud-based Marketing Mix Modeling (MMM) platform for continuous marketing effectiveness measurement providing always-on simulation, optimization, and multiple engagement models (full-service, SaaS, SaaS+FTE).
• PriceSense AI-powered pricing and promotions analytics platform providing price elasticity estimates, promo lift measurement, and real-time optimization with 50% faster time to decision compared to traditional techniques.
• SynTest Cloud-based automated Test and Learn platform for in-market testing using Synthetic Control methodology enabling matched market, geo-testing, and audience testing with guided no-code workflows.
• Dynamic Forecasting AI-driven forecasting solution combining data integration with artificial intelligence to reduce reliance on historical data, react faster to recent trends, and continuously recalibrate with every data update for accurate forecasting.
• Price Pack Architecture Analytical technique using Discrete Choice Modeling or Dynamic Competitive Modeling to optimize product variations, improve margins, and grow category share by determining optimal price pack architecture.
• Knowledge Hub Data visualization dashboard providing dynamic and interactive front-end interface for marketing decision-makers, offering descriptive, diagnostic, and prescriptive analytics beyond mere visualization.
• Data Management Solutions End-to-end data management and integration solutions in partnership with Fusion Point, covering data inventory, database design, acquisition, quality assurance, harmonization, and hosting.
• Assortment Optimization Solution using Dynamic Competitive Modeling (DCM) methodology to simulate transferred demand effects and determine optimal assortment of products and SKUs that maximize sales and margins.
• Managed Analytics Services Fully-managed and scalable analytics capabilities offering multiple engagement models (Captive, Project, Blended) for accelerated business insights without upfront investment in analytics resources.

Quantifiable outcome

• 36% increase in ROAS (Return on Advertising Spend) for Meliá Hotels over one-year period
• +5 more outcomes

Named customers13 records

Segments8 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core, flagship, regional and supporting.

• TikTokcoreTechnology or Integration · 13 April 2026Analytic Edge recognized as official TikTok Marketing Partner in the measurement category, specializing in Media Mix Modeling (MMM). The partnership enables integration of TikTok's campaign performance data directly into Analytic Edge's proprietary Demand Drivers MMM platform, providing clients with accurate TikTok campaign measurement capabilities.
• Google MeridiancoreTechnology or Integration · 1 January 2026Analytic Edge is a certified partner in APAC for Google's Meridian Marketing Mix Modelling platform, expanding its MMM capabilities and integration options.
• C5i (Course5 Intelligence)flagshipStrategic or Co-development Partner · 1 July 2024C5i (formerly Course5 Intelligence) acquired Analytic Edge in July 2024 for $35 million at a 3.5x EV to revenue multiple. Analytic Edge operates as a C5i group company, part of the parent's AI-powered marketing and sales analytics portfolio.
• Media Operations Transparency (MOT)regionalChannel Partner/ Reseller/ Distributor · 1 April 2021Partnership with MOT to provide analytics products and services to clients in Australia, extending market reach in the Australian region.
• Meta/FacebookcoreTechnology or Integration · 1 April 2020Analytic Edge partnered with Facebook to provide Marketing Mix Modeling services for advertisers, collaborating to deliver sharper insights on effectiveness of digital media spends.
• Fusion PointsupportingTechnology or IntegrationStrategic partnership with Fusion Point to provide data management solutions. Fusion Point's cloud-based Data Management Platform (DMP) includes data inventory, database design, data acquisition, quality assurance, harmonization, hosting, and monitoring.
• Meta Marketing SciencecoreStrategic or Co-development PartnerPartnership with Meta's Marketing Science team and Analytic Edge to implement MMM and Meta Conversion Lift studies. Collaboration revealed that data-driven attribution had undervalued Meta's impact for clients.

Scale indicators6 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Profitero: E-commerce and digital shelf analytics platform providing competitive intelligence, content optimization, and share-of-voice measurement. Comparable to Analytic Edge's digital/mobile and e-commerce measurement capabilities.
• Marketing Evolution: Independent marketing measurement and optimization platform focused on MMM and person-level insights. Closely comparable to Analytic Edge's Demand Drivers™ MMM and always-on measurement proposition.
• Circana (formerly IRI + NPD): Leading CPG measurement and analytics provider offering point-of-sale data, media optimization, and marketing effectiveness solutions. Directly comparable to Analytic Edge's MMM and pricing analytics for CPG/FMCG clients.

Emerging players

• Northbeam: Multi-touch attribution and marketing analytics platform for e-commerce brands, with MMM-adjacent capabilities. Comparable to Analytic Edge's digital attribution and measurement offerings for D2C/retail clients.
• Triple Whale: DTC-focused marketing attribution and analytics platform with AI-driven insights for Shopify brands. Comparable as a newer-gen MMM/attribution alternative focused on the digital/mobile segment Analytic Edge serves.

Broad incumbents

• Nielsen: Global marketing measurement and consumer intelligence incumbent offering audience measurement, media planning, and analytics. Overlaps with Analytic Edge's MMM and ROI measurement offerings but serves a much broader portfolio of research and panel-based products.
• Kantar: Global marketing data, insights, and consulting firm with deep CPG measurement and media effectiveness capabilities. Comparable as a broader-portfolio incumbent serving the same enterprise marketing analytics buyers as Analytic Edge.
• Course5 Intelligence (C5i): Parent company of Analytic Edge; AI-powered analytics and insights provider serving enterprise clients across marketing, sales, and customer experience. Comparable as a portfolio-level peer with overlapping MMM and analytics offerings.
• LiveRamp: Data collaboration and measurement platform providing attribution, audience activation, and marketing analytics. Comparable to Analytic Edge's cross-channel measurement and data integration capabilities, particularly for enterprise CPG brands.
• Neustar (now part of TransUnion): Marketing analytics, identity resolution, and media measurement provider serving large enterprises. Overlaps with Analytic Edge's measurement and cross-channel attribution use cases for financial services and CPG.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/analytic_edge
• LinkedInlinkedin.com/company/analytic-edge-pvt-ltd-

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 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 Analytic Edge