Analytic Partners Earns Dual Crown in Marketing Measurement Industry

MIAMI, Jan. 27, 2026 – In a powerful statement of market leadership, Analytic Partners has achieved a rare and prestigious distinction, being named a “Leader” by the two most influential independent research firms in the technology sector. The commercial analytics provider announced today it has secured top placements in both The Forrester Wave™: Marketing Measurement and Optimization Services, Q1 2026, and the 2025 Gartner® Magic Quadrant™ for Marketing Mix Modeling (MMM) Solutions.

This dual recognition validates the company’s strategic direction and technological prowess in a rapidly evolving industry where businesses are demanding more than just marketing metrics; they are seeking holistic, data-driven intelligence to guide enterprise-level decisions. For a single vendor to be positioned at the apex of both of these rigorous evaluations is an infrequent event, signaling a significant consensus on its capabilities and vision.

A Double Victory in a Competitive Field

The back-to-back accolades place Analytic Partners at the forefront of a highly competitive market. In The Forrester Wave™ report, a comprehensive assessment covering 31 evaluation criteria, the firm ranked highest of all providers in the “Current Offering” category and among the highest in the “Strategy” category. The report underscores the strength of the company’s solution by awarding it the highest possible scores across 21 criteria, including critical areas like Scenario Planning, Global Delivery Strategy, Innovation, and Change Management Consulting.

Just weeks prior, the company was also positioned as a Leader in the 2025 Gartner® Magic Quadrant™ for Marketing Mix Modeling, where it was ranked highest on the axis for “Ability to Execute” and furthest for “Completeness of Vision.” Gartner defines Leaders in this space as vendors possessing deep support across all facets of MMM, capable of serving the complex needs of large global enterprises. This marks the second consecutive year Analytic Partners has achieved the Leader designation in Gartner’s MMM report.

This dual validation is particularly noteworthy given the competitive landscape. The “Leader” tier in both reports features other formidable players, such as Ipsos MMA and Gain Theory, who are also lauded for their advanced platforms and strategic consulting. Analytic Partners’ consistent top-tier ranking alongside these firms highlights the intense competition for excellence in the analytics space and makes its commanding position in both reports all the more significant.

Beyond the Marketing Department: The Rise of Commercial Intelligence

The industry accolades reflect a broader trend that Analytic Partners has championed: the evolution from siloed marketing measurement to comprehensive, enterprise-wide “Commercial Intelligence.” In today's volatile economic climate, C-suite executives are under immense pressure to justify every dollar and optimize every facet of their business, from supply chain and pricing to marketing and sales.

“In an era of unprecedented change, C-suite leaders are demanding the ability to make better decisions faster,” said Nancy Smith, President and CEO of Analytic Partners, in a statement. “For us, being named a Leader by Gartner and now Forrester validates our mission and our team's dedication to transform data into Commercial Intelligence to enable enterprise decisioning.”

This philosophy is embedded in the company's technology stack. The Forrester report notes that its product suite, which includes ROI Genome® and the GPS-Enterprise® platform, “provides superior scenario planning, campaign-level measurement, outside factor analysis, and benchmarking.” These tools are designed to move beyond retrospective reporting and empower organizations with forward-looking intelligence. For a global brand, this means being able to simulate the P&L impact of shifting budgets from television to digital, entering a new market, or responding to a competitor’s price drop—all before committing resources.

Smith emphasized this broader vision, stating, “Our goal is to provide adaptive tools like GPS-Enterprise® that empower brands to move beyond marketing and drive enterprise decisioning, optimizing their entire commercial footprint on a global level.”

The Human Element: Global Expertise Meets Advanced Technology

While sophisticated algorithms and AI-powered platforms are at the core of its offering, Analytic Partners' strategy hinges equally on its human capital. The Forrester report specifically commends the company for its “Talent Strategy” and “Global Delivery Strategy,” a nod to its army of over 600 onshore consultants distributed across localized markets worldwide.

This blend of technology and human expertise is a key differentiator. Rather than simply handing over a software license, the company embeds its consultants as strategic partners. According to Forrester, customers praise this “strategic thought partnership” and the company’s systematic approach, which includes extensive stakeholder interviews and prescriptive playbooks to ensure successful adoption and a tangible return on investment.

Maggie Merkle, Chief Customer Officer at Analytic Partners, reinforced this point. “While technology is the engine, our people and localized expertise are what drive real transformation for our clients,” she stated. “Being recognized for our global delivery and talent strategy is, for us, a testament to the strength of our Customer Engagement Team.”

This commitment to talent is further institutionalized through the NorthStar Academy, a centralized hub for training both employees and clients, and has been bolstered by the strategic acquisitions of firms like Magic Numbers and Analyx to deepen its talent pool. This hybrid model ensures that the powerful insights generated by the technology are translated into actionable business strategies that are culturally and commercially relevant in every market a client operates in.

Fueling the Future with Innovation and Strategic Alliances

Maintaining a leadership position requires relentless forward momentum. Analytic Partners' high ranking in the “Innovation” criterion is supported by its significant reinvestment of revenue into research and development. The company is focused on integrating cutting-edge AI to deliver faster, more dynamic analysis and improve forecasting accuracy for its clients.

Beyond in-house development, the company's innovation strategy extends to strategic partnerships. A notable example is its exclusive alliance with Visa, which provides clients with unique “share-of-wallet and loyalty insights” that are not available elsewhere. This type of collaboration enriches the company’s data ecosystem, allowing for a more granular and complete picture of consumer behavior and commercial opportunities.

By consistently earning top marks for its current offerings, demonstrating a clear and forward-thinking strategy, and backing its powerful technology with a global team of experts, Analytic Partners has built a compelling case for its leadership. The dual validation from Forrester and Gartner serves as a powerful signal to the market that in the complex world of data analytics, the firm has developed a successful formula for turning information into enterprise-wide impact.