Analytic Partners, a recognized leader in the Marketing Mix Modeling (MMM) and Commercial Analytics space, celebrates its 25th anniversary by unveiling a new website and announcing an enhanced focus on elevating MMM and Multi-Touch Attribution (MTA) measurement programs. With this renewed vision, the company aims to deliver actionable Commercial Intelligence to drive business impact.
- Analytic Partners’ 25-Year Journey:
- Over the past 25 years, Analytic Partners has experienced consistent, organic growth, positioning itself as a leader in the analytics industry. Despite this extensive history, the company recognizes that Commercial Analytics is still in its early stages.
- Nancy Smith, President and CEO of Analytic Partners, shares that half of their new customers have yet to leverage analytics in decision-making, while the other half seeks to enhance their MMM programs for faster insights with a more commercial focus.
- Revolutionizing Marketing Mix Modeling (MMM):
- While MMM was once the gold standard for evaluating marketing performance, its limitations, such as backward-looking ROI reporting and slow, custom data processing, have made it less effective in today’s fast-paced environment.
- Analytic Partners has transformed MMM with its GPS EnterpriseÒ (GPS-E) platform, offering a more forward-looking, actionable approach. GPS-E integrates marketing performance with other business factors like pricing, supply chain, COGS, and channel margins, offering a comprehensive view that drives both short-term results and long-term brand growth.
- The GPS-E Platform:
- GPS-E is designed to deliver speed to value by streamlining the measurement process, from data ingestion to scenario planning. It automates repetitive tasks while offering flexibility for users to customize models to suit their business needs.
- Hong Jin, Chief Science Officer, highlights the platform’s ability to iterate decisions and balance multiple objectives, ensuring that brands can optimize for growth effectively.
- Quantifying the Value of Analytics:
- A major innovation in GPS-E is its ability to measure and track the value opportunities revealed by analytics, providing brands with a highly accurate way to quantify the impact of their decisions.
- Maggie Merklin, Chief Customer Officer, explains that unlike the past when MMM only reported ROIs, GPS-E now quantifies value in real time to inform strategic decisions with precision.
- A Shift Toward Forward-Looking Decision Making:
- Nancy Smith emphasizes the need to move beyond backward-looking reports to a faster, more holistic understanding of total commercial performance. Commercial Analytics, powered by GPS-E, enables brands to focus on growth while navigating complex objectives, making it a game-changer for businesses aiming for long-term success.
As Analytic Partners celebrates 25 years of innovation, its renewed focus on Commercial Analytics is poised to elevate the industry. By pushing the boundaries of traditional MMM and MTA programs, the company is empowering brands to make faster, smarter, and more forward-looking commercial decisions.
