Analytic Partners tops Gartner ranking for marketing analytics
Analytic Partners has secured a top position in the latest Gartner Magic Quadrant for Marketing Mix Modelling Solutions for the second consecutive year. This assessment reflects ongoing recognition for its strategies and platforms that enable enterprise-level marketing analysis and decision-making.
Gartner leadership
The recent evaluation by Gartner placed Analytic Partners highest for "Ability to Execute" and furthest for "Completeness of Vision" among all marketing mix modelling solution providers. The assessment forms part of an annual review of the sector, categorising companies based on service execution and vision for future market development.
"We are honoured to be named a Leader for a second consecutive year and delighted to be recognised furthest for 'Completeness of Vision' and highest for 'Ability to Execute'," said Nancy Smith, President and CEO, Analytic Partners.
The company's GPS Enterprise platform and ROI Genome intelligence were particularly highlighted as core factors in supporting data-driven decisions for businesses in finance, marketing, and operations.
Capability scores
Gartner's accompanying Critical Capabilities report evaluated Analytic Partners across nine key criteria. The company received the highest ratings in eight categories: Speed to Value, Marketer Adoption Enablement, Cross-Function Adoption Enablement, Complex Analytics and Execution, Self-Service Modelling Workbench, Creative Evaluation, Creative Data Taxonomy, and Brand Tracking.
Analytic Partners also achieved the highest ranking in the Critical Capabilities report's Enterprise Mix Modelling and Mix Modelling for Branding use cases, both scoring 4.25 out of a possible 5.
"We believe Gartner's Critical Capabilities showcase the importance of commercial enablement, managing complexity and cross-functional adoption to drive speed to value," said Maggie Merklin, Chief Customer Officer, Analytic Partners.
"Across industries, we're seeing enterprise leaders unite around a single source of truth for decision-making. Our customers are using Commercial Analytics to make decisions across pricing, production, media, and creative - quantifying the impact of every action. The result is faster decisions, tighter C-suite alignment and measurable enterprise growth," said Merklin.
Commercial analytics evolution
The company attributes its recent rankings to the evolution of its Commercial Analytics framework. This approach takes a broader perspective compared to traditional marketing mix modelling, aiming to connect business levers with organisation-wide growth measures. Analytic Partners states that its solutions provide actionable insights which help align functions such as finance, marketing, and operations.
The business has introduced new features to its platform, such as AI-powered insights and capabilities for dynamic creative analysis and brand impact evaluation. These are designed to offer customers analytics that reflect ongoing changes in the marketing sector.
Platform overview
GPS Enterprise is Analytic Partners' integrated analytics platform, combining data integration, analytical tools, and optimisation engines. The system incorporates ROI Genome, offering intelligence to inform business decisions around growth targets. The platform has been built to address decision-making needs in complex environments and aims to support business scalability while maintaining data security and privacy standards.
Gartner's Magic Quadrant methodology provides a market-wide comparison of vendor performance, considering factors such as vision, ability to execute, and special capabilities. The findings are used by enterprises to assess the fit of technology providers for their evolving requirements.
