Analytic Partners

Change is constant. Confidence shouldn’t be. Analytic Partners has been named a Leader in the 2025 Gartner® Magic Quadrant™ for MMM Solutions, reinforcing our position in an evolving analytics landscape 📈 This marks the second year in a row that Analytics Partners has been named a Leader in the Gartner® Magic Quadrant™. Recognition and Placement: • Highest in Ability to Execute • Furthest in Completeness of Vision • Highest ratings in 8 Critical Capabilities Read Gartner’s independent evaluation to see how today’s leading MMM providers compare: https://hubs.la/Q03_ZJvd0 #CommercialAnalytics #MMM

🚨 Everyone’s talking AEO. But here’s the truth: Google Search isn’t dying - LOW INTENT DISCOVERY is. AI isn’t killing search. It’s cleaning it up. All that noise from generic queries, exploratory clicks, and shallow discovery? Gone. What remains is brand-shaped, high-intent, commercially valuable demand. 👉 That’s why your dashboards look weaker. 👉 That’s why your search ROI is harder to read. 👉 And that’s why not all clicks are worth the same anymore. In our latest article on The CMO Office, we break down: 🧠 Why discovery is moving upstream (feeds, creators, marketplaces) 🔍 How AI strips away weak intent and leaves stronger signals 📉 Why treating all search the same is now a strategic liability 📈 And how MMM helps marketers see the full picture Google Search isn’t dead. But the game has changed. And marketers who adapt will finally stop over-crediting noise — and start investing in what works. 👉 Read the full article at The-CMO-Office.com #TheCMOOffice #AEO #SearchStrategy #MarketingMeasurement #BrandVsPerformance #AIsearch #MMM Thanks Greg Heilers, Kristopher Casey and Melissa Laurie 🔜 AO Matters [Melbourne] for the commentary! Don't forget to subscribe to The-CMO-Office.com for your weekly dose of marketing insights.

𝗛𝗼𝘁 𝘁𝗮𝗸𝗲: 𝗠𝗼𝘀𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗱𝗼𝗻’𝘁 𝗵𝗮𝘃𝗲 𝗮 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗽𝗿𝗼𝗯𝗹𝗲𝗺. They have a sequencing and synergy problem. We keep asking “Which channel performs best?” That’s the wrong question. Growth doesn’t come from a hero channel. It comes from how channels work together — in the right order, for the right job. In practical terms, synergy shows up when:  • Brand activity makes performance channels convert more efficiently  • Upper-funnel channels extend the impact window of lower-funnel activity  • Offline media triggers search, social and ecommerce behaviour  • Consistent creative ideas reinforce memory across multiple touchpoints What the data shows (and this is where it gets uncomfortable): Nearly half of media impact comes from interaction effects — one channel lifting another. 𝗔𝗱𝗱 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘀𝗲𝗰𝗼𝗻𝗱 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗮𝗻𝗱 𝗥𝗢𝗜 𝗰𝗮𝗻 𝗹𝗶𝗳𝘁 ~𝟯𝟱%, even without more budget. Not because you “added more channels”. But because you designed roles, not line items. I’ve included a graph in the article that shows how different channel combinations actually behave — and the ROI impact when they’re planned together, not measured apart. It’s one of the clearest visuals I’ve seen for explaining this to leadership. Two questions I’ll leave you with: Are your channels working together, or just co-existing? And do you actually know which combinations are doing the heavy lifting? Don't forget to subscribe to The-CMO-Office for your weekly dose of marketing insights.

We’re proud to be named a Leader in the 2025 Gartner® Magic Quadrant™ for MMM Solutions—as organizations enter a new year focused on performance, accountability, and growth. The report evaluated providers on Ability to Execute and Completeness of Vision, and Analytic Partners was recognized among the leaders. Explore the full report for Gartner’s independent analysis ➡️ https://hubs.la/Q03ZSLBK0 #CommercialAnalytics #MMM #CMO #CFO

The CFO's role has shifted from guardian to growth architect 🏗️— yet a significant gap between expectations and reality hampers many. Despite being called to drive digital transformation and strategy, CFOs often lack a framework to confidently invest in key levers like marketing. Our recent CFO Playbook reveals 4 important realities facing CFO and finance leaders. Access the full report to learn more ➡️ https://hubs.la/Q03YkZ1z0 #CMO #CFO #CommercialAnalytics #FP&A #Finance

What a spectacular day with the MMA DACH! 💥 During the CMO Lunch, we had the chance to look at evidence for the importance of a continued brand vs performance discussion with so many incredibly talented marketers. At the Next! Conference, the insights continued, and it all culminated into a glorious gala evening at the SMARTIES Awards. Our very own Head of DACH, Maren Seitz, led through the evening with her usual wit and grace. She helped crown this year's winners such as Deutsche Telekom who won the SMARTIES BLACK award for their campaign against fake news. We are so proud be your partner and help you celebrate marketing excellence and innovation ✨

For too long, proving marketing's true impact has created friction with finance. But what if you had a tool that allowed you to speak the same language as your CFO? 💬 Analytic Partners' CFO Playbook serves as that guide, showing finance leaders how to leverage Commercial Analytics to turn marketing into their greatest ally and vice versa. Access the full report ➡️ https://hubs.la/Q03WRQTX0 #CMO #CFO #CommercialAnalytics

Gartner recognises Analytic Partners again — but the real story is why it matters now. Yes, we’re honoured to be named a Leader in the 2025 Gartner® Magic Quadrant™ for Marketing Mix Modelling. But this isn’t a celebration post — it’s a reality check. Across APAC, marketers are investing heavily in AI-driven tools and automation, yet confidence in what’s actually working is falling. More dashboards. More point solutions. More numbers. Less truth. Here’s the uncomfortable reality: AI is a multiplier, not a foundation. When inputs are partial, siloed, or biased, AI simply accelerates the wrong conclusions. That is why Gartner’s recognition matters now more than ever. 📊 Our ROI Genome® shows growth rarely comes from the channels marketers obsess over. It comes from the whole commercial engine — pricing, distribution, availability, competition, and brand strength — measured holistically, not in fragments. 🧭 We are entering marketing’s realism era: Where CMOs demand evidence, not anecdotes. Commercial clarity, not click-based narratives. And partners who can deliver the full picture — not just the clickable picture. Gartner’s recognition reinforces why our approach matters: An MMM backbone that measures true commercial impact, AI that accelerates — not replaces — modelling rigour, and the world’s largest marketing effectiveness database guiding both. For APAC marketers operating in some of the world’s most volatile and competitive markets, clarity is your advantage. If you’re rethinking measurement foundations for 2026 planning, our team is always happy to help sense-check what you have today — and strengthen what you’ll need tomorrow. Don't forget to subscribe to The-CMO-Office for your weekly dose of marketing insights.

LIVE IN 30 MIN! Find out what measurement methods you should trust and feel confident about putting in front of your CFO. Our President & CEO, Nancy Smith will be speaking about this today! Join for free by following the link at the bottom of this post to register. 📅 TODAY: December 3 ⏰ TIME: 12-1pm EST 📍 REGISTER: https://hubs.la/Q03WFgKQ0 #CommercialAnalytics #MMM #MTA