COMPANY

Analytic Partners

Analytic Partners is a enterprise marketing analytics software for forecasting, MMM and decision support.

Analyst Perspective

Analytic Partners is a private US-based enterprise analytics software company focused on commercial analytics, marketing mix modelling, forecasting, experimentation and scenario planning. Its core offering, GPS Enterprise, combines SaaS software, proprietary intelligence and expert analytics services to help large organisations connect marketing and broader business drivers to revenue, profitability and other commercial outcomes. The company generates revenue primarily through contract-based enterprise software subscriptions and associated managed analytics or consulting services. Its customers are large enterprise marketing, analytics, finance, pricing and strategy teams that need continuous measurement and decision support rather than point-in-time reporting. The business is backed by Onex and has expanded its capabilities through the acquisition of marketing analytics firm Magic Numbers.

Analyst Signal Briefing

Updated: 2 Jul 2026

Analytic Partners has been recognised as a Leader in the 2025 Gartner® Magic Quadrant™ for Marketing Mix Modelling Solutions, achieving the highest position for execution and vision. Recent research from the firm’s 2026 State of Commercial Decisioning Survey indicates that only 22% of major advertisers consistently use analytics, despite "Empowered Organizations" realising significantly higher incremental sales. This data supports a shift towards cross-functional commercial decision-making, integrating marketing, finance, and executive leadership to operationalise analytics as a primary source of truth.

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Key insights about Analytic Partners

Competitors

Key competitors include Nielsen.

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Acquisitions

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Category Differentiation

Analytic Partners is an enterprise marketing and commercial analytics software provider, not a media agency, ad network or consumer app. It is best distinguished from general market research firms by its continuous modelling, forecasting and decision-support platform.

Analytic Partners: About

Analytic Partners operates a high-touch B2B enterprise software model centred on a proprietary analytics platform supported by embedded benchmarking intelligence and expert services. It creates value by ingesting marketing, operational, financial and external data, applying econometric and forecasting models, and turning those outputs into budget, pricing and growth decisions. The model is designed for long-term client relationships because implementation, modelling, benchmarking and decision workflows become integrated into enterprise planning processes.

How Analytic Partners Works & Monetises

Business model analysis and core revenue streams

Revenue is generated through customised enterprise contracts that combine software access to GPS Enterprise and related analytics modules with managed services, modelling support and consulting. Monetisation appears to follow annual or multi-year SaaS licensing, supplemented by service fees for implementation, analytics support and ongoing optimisation. Proprietary data assets such as ROI Genome strengthen pricing power by differentiating the platform and increasing customer reliance on embedded benchmarks and intelligence.

Revenue Channels

Enterprise platform licensing for GPS Enterprise and related modulesSoftware Subscription

Managed analytics, modelling support and consultingService Fee

Embedded proprietary benchmarking and intelligence within client contractsSoftware Subscription

Potential upsell from adjacent solutions such as experimentation, pricing and segmentationSoftware Subscription

Side-by-Side Comparisons

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Products & Services in Categories

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Technology

Customer Data & Clean Room Platform (CDP/DCR)Measurement & Analytics Platform

Analytic Partners: Key Competitors & Alternatives

Nielsen
Media measurement, ad intelligence, and content data provider.
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Recent Signals (Analytic Partners)

The DrumJun 19, 2026

Only 22% of Advertisers Consistently Use Analytics

Analytic Partners’ 2026 State of Commercial Decisioning Survey of 455 senior decision-makers at advertisers with ≥$1bn revenue (avg. marketing budget $100m) finds only 22% consistently use analytics to guide business decisions. This minority — dubbed 'Empowered Organizations' — produces an average of $40m in incremental annual sales (with some reporting >$120m) and achieves roughly 10% higher ROI versus peers. The report attributes their outperformance to enterprise-wide decisioning practices such as agile decision-making, scalable innovation, omnichannel precision and stakeholder alignment, and highlights econometric methods (Marketing Mix Modeling) and broader Commercial Analytics as primary decision frameworks. Nearly 40% of respondents identify MMM/Commercial Analytics as their primary source of truth for major allocation decisions. The article was published by The Drum on 2026-06-19.

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Analytic PartnersJun 1, 2026

From Measurement to Decisioning: Key Takeaways from NorthStar Connect 2026

In 2026, performance discussions are no longer limited to marketing teams. Investment decisions now demand a shift in commercial decision-making: integrating marketing, analytics, finance, and executive leadership.

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Analytic PartnersJun 1, 2026

The $40M Divide: New Landmark Research Reveals How a Minority of Advertisers Drive Higher ROI

New research indicates a minority group of advertisers achieving higher ROI by implementing a specific set of practices focused on operationalizing decisioning through analytics.

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Analytic Partners: Frequently Asked Questions

What is Analytic Partners?

Analytic Partners is a private enterprise analytics company that provides software and services for marketing mix modelling, forecasting, experimentation and broader commercial decision support.

Who uses Analytic Partners?

Its users are mainly enterprise marketing, analytics, finance, pricing and strategy teams at large organisations seeking continuous measurement and planning tools.

How does Analytic Partners make money?

It makes money through enterprise software contracts, platform licensing and associated managed analytics or consulting services.

Company Facts

Founded: 2000
Headquarters: United States
Core Segment: MarTech Vendor
Company Size: 501–1,000
Official Link: analyticpartners.com