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Analytic Partners Celebrates 25 Years of Transformative Innovation in Marketing Analytics

Analytic Partners, a recognized leader in Marketing Analytics, recently commemorated its 25th anniversary with a major initiative designed to enhance its Marketing Mix Modeling (MMM) and Multi-Touch Attribution (MTA) measurement programs. The celebration comes alongside the launch of their new website, which emphasizes their commitment to advancing Commercial Intelligence in analytics.

Over the past quarter of a century, Analytic Partners has achieved consistent organic growth, solidifying its position as a trailblazer in the analytics landscape. Despite its extensive experience, this forward-thinking company believes that Commercial Analytics remains underdeveloped in the marketplace. As articulated by Nancy Smith, the President and CEO of Analytic Partners, approximately half of their new clientele are engaging with analytics for the first time, while the other half seek to enhance their MMM measurement programs to gain faster insights from a commercial standpoint.

Historically, Marketing Mix Modeling has been regarded as the leading methodology for assessing marketing effectiveness. However, traditional MMM frameworks often rely heavily on retrospective ROI assessments, which fail to provide the proactive guidance businesses need. Recognizing this gap, Analytic Partners has revolutionized the conventional MMM framework, leveraging over two decades of accumulated intelligence to create an advanced analytics platform known as GPS Enterprise™ (GPS-E).

The GPS-E Platform: A New Era of Analytics

GPS-E sets a new benchmark in analytics by providing continuous access to actionable insights that inform commercial strategies. This powerful tool addresses a wide array of commercial elements, such as pricing, supply chains, cost of goods sold (COGS), channel margins, and other crucial factors that influence both immediate results and long-term brand development. By considering a holistic view beyond just advertising, GPS-E empowers businesses to drive growth.

“When developing GPS-E, we focused on agility and usability,” explains Hong Jin, the Chief Science Officer of Analytic Partners. “Our platform simplifies measurement by streamlining processes such as data ingestion, modeling, forecasting, and optimization, while also enabling users to customize their models according to specific business needs.” This flexibility allows clients to iterate decisions in real-time, optimizing diverse objectives.

A noteworthy feature of GPS-E is its capacity to track the value opportunities generated from the data analytics. This functionality is a significant evolution from traditional MMM approaches, which mainly focused on ROI reporting without illuminating the underlying value for brands. As noted by Maggie Merklin, Chief Customer Officer, “We possess an invaluable ability to quantify the benefits our analytics provide, transforming how brands assess their performance.” By adopting a future-focused perspective, GPS-E enables companies to make informed, strategic commercial decisions that extend well beyond historical data.

“In the past, there was too much emphasis on model structures, often at the expense of actionable business insights,” reflects Nancy Smith. “Our motivation for developing Commercial Analytics stems from our understanding that companies must evolve past traditional backward-looking reports and establish a forward-thinking approach to commercial performance assessment. A company's brand fundamentally serves as its value proposition and growth engine.”

As Analytic Partners looks forward, Smith expressed gratitude to their clients, partners, and team, stating, “The last 25 years have felt like five thanks to your support. Together, we can elevate the industry towards a future where Commercial Analytics transforms how decisions are made.”

Conclusion

Analytic Partners stands at the forefront of innovation in the marketing analytics sector. Recognized as a leader in the 2024 Gartner Magic Quadrant for Marketing Mix Modeling Solutions and The Forrester Wave™ report on Marketing Measurement and Optimization, the company continues to deliver adaptive solutions designed to create meaningful connections between brands and their customers, ultimately leading to commercial success. To learn more about their enhanced offerings, visit analyticpartners.com.