Analytic Partners, a recognized global leader in commercial analytics, has officially announced the acquisition of Analyx®, a prominent marketing analytics software and services firm. This strategic move, finalized on January 9, 2025, significantly enhances Analytic Partners’ footprint in the European market, particularly in Germany and Switzerland, where Analyx boasts a strong client portfolio.
Analyx, with its established multi-national operations in Germany and Poland, brings to Analytic Partners a wealth of expertise and a robust customer base comprised of major European corporations. This acquisition not only broadens Analytic Partners’ reach within Europe but also incorporates valuable analytics and software development talent into its global team. The integration of Analyx is set to amplify Analytic Partners’ capacity to deliver comprehensive commercial intelligence solutions to leading brands across Germany and the broader European landscape. Over the past year, Analyx’s solutions have facilitated the analysis of $5 billion in marketing expenditure, with clients executing approximately 2,500 scenarios through their platform in recent years. This acquisition builds upon Analytic Partners’ previous strategic expansion, following the 2024 acquisition of Magic Numbers in the UK, further solidifying its growing presence in the European market.
Nancy Smith, President and CEO of Analytic Partners, emphasized the strategic rationale behind the acquisition: “Analytic Partners is committed to advancing marketing mix modeling through continuous innovation, aiming to provide a complete commercial perspective for our clients. Our Commercial Decisioning Platform, GPS-Enterprise, is designed to empower decision-making for the world’s leading brands. We found a strong alignment in values and mission with the Analyx team, led by Claudio Righetti & Sascha Stürze. The acquisition of Analyx enhances our Commercial Analytics solutions, extending our reach to more global enterprises and fostering significant synergies that will benefit both our European and global clientele.”
Sascha Stürze, Founder and CPO of Analyx, expressed enthusiasm about the merger, stating, “Joining Analytic Partners marks an exciting next phase for Analyx. It propels our mission to deliver value through sophisticated data science and user-friendly software to enterprise brands on a truly global scale.”
Claudio Righetti, CEO of Analyx, further added, “The alliance with Analytic Partners is a natural progression for Analyx, aligning perfectly with our vision of developing and providing world-class decision-support tools to enterprise clients worldwide. By becoming part of Analytic Partners, we can offer our customers a genuine global presence and a wider spectrum of services.”
About Analytic Partners
Analytic Partners is globally recognized as a leader in marketing measurement and commercial analytics, consistently earning top positions in the 2024 Gartner Magic Quadrant for Marketing Mix Modeling Solutions and The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023 report. The company provides adaptive solutions that enhance business understanding and enable right-time planning and optimization across marketing and broader commercial functions for Fortune 500 brands worldwide. Analytic Partners transforms data into actionable expertise, empowering clients to forge stronger customer connections and achieve greater commercial success. For additional information, please visit analyticpartners.com.
About Analyx
Analyx® is a leading European provider of Marketing ROI decision support, with operations in Poland and Germany. The company has a proven track record of serving numerous DAX companies and other European multi-nationals with its advanced data science solutions for large-scale marketing budget optimization. Analyx combines a team of experienced data analysts with industry-expert consultants to deliver independent and objective marketing recommendations to CMO offices. To discover more about Analyx®, please visit: analyx.com.
SOURCE Analytic Partners
