analyticpartners.com

# Analytic Partners

> Marketing Measurement & Commercial Analytics

---


## Pages

- [Incrementality Testing](https://analyticpartners.com/solutions/incrementality-testing/)
- [Cookies, Pixels and Tracking Technologies](https://analyticpartners.com/cookies-pixels-and-tracking-technologies/)
- [Australia CFO-Yes Guide](https://analyticpartners.com/australia-cfo-yes-guide/)
- [Elevate to commercial analytics C](https://analyticpartners.com/elevate-to-commercial-analytics-c/)
- [Candidate Privacy Notice](https://analyticpartners.com/candidate-privacy-notice/)
- [Elevate to commercial analytics B](https://analyticpartners.com/elevate-to-commercial-analytics-b/)
- [Elevate to commercial analytics](https://analyticpartners.com/elevate-to-commercial-analytics/)
- [Audiences](https://analyticpartners.com/audiences/)
- [Financial Services](https://analyticpartners.com/industries/financial-services/)
- [Hospitality](https://analyticpartners.com/industries/hospitality/)
- [Retail](https://analyticpartners.com/industries/retail/)
- [Customer Experience](https://analyticpartners.com/about/customer-experience/)
- [Marketing Analytics Leader](https://analyticpartners.com/marketing-analytics-leader/)
- [Who We Are](https://analyticpartners.com/about/who-we-are/)
- [Terms of Use](https://analyticpartners.com/terms-of-use/)
- [Privacy Policy](https://analyticpartners.com/privacy-policy/)
- [Careers](https://analyticpartners.com/about/careers/)
- [Partners](https://analyticpartners.com/about/partners/)
- [25 Year Anniversary](https://analyticpartners.com/about/25-year-anniversary/)
- [What We Do](https://analyticpartners.com/about/what-we-do/)
- [Industries](https://analyticpartners.com/industries/)
- [Knowledge Hub](https://analyticpartners.com/knowledge-hub/)
- [ROI Genome](https://analyticpartners.com/knowledge-hub/roi-genome/)
- [Customer Stories](https://analyticpartners.com/knowledge-hub/customer-stories/)
- [Resources](https://analyticpartners.com/knowledge-hub/resources/)
- [Blog](https://analyticpartners.com/knowledge-hub/blog/)
- [Newsroom](https://analyticpartners.com/knowledge-hub/newsroom/)
- [About](https://analyticpartners.com/about/)
- [Contact Us](https://analyticpartners.com/contact-us/)
- [Platform](https://analyticpartners.com/platform/)
- [Brand Impact](https://analyticpartners.com/solutions/brand-impact/)
- [Commercial Analytics](https://analyticpartners.com/solutions/commercial-analytics/)
- [Pricing Optimization](https://analyticpartners.com/solutions/pricing-optimization/)
- [Marketing Mix Modeling](https://analyticpartners.com/solutions/marketing-mix-modeling/)
- [Customer Segmentation](https://analyticpartners.com/solutions/customer-segmentation/)
- [Solutions](https://analyticpartners.com/solutions/)
- [Marketing Measurement & Commercial Analytics](https://analyticpartners.com/)

---


## Posts


---


## Blogs

- [What Expert-Led Commercial Analytics Delivers That Software Alone Can't](https://analyticpartners.com/knowledge-hub/blog/expert-led-commercial-analytics/): Self-service platforms can produce a model. Learn why expert-led Commercial Analytics is what turns that model into a decision your...
- [What Unified Marketing Measurement Misses About Growth](https://analyticpartners.com/knowledge-hub/blog/unified-commercial-measurement/): Unified marketing measurement combines methods into one number. Learn what it misses and how Commercial Analytics measures the full commercial...
- [Integrate with Elegance: Turning Experiments into Decision Advantage](https://analyticpartners.com/knowledge-hub/blog/integrate-with-elegance-turning-experiments-into-decision-advantage/): More measurement doesn’t equate to better outcomes. The best measurement programs layer methods strategically, including experiments to drive decisioning across...
- [I Wrote Magic Quadrants: Here’s How I Read Them](https://analyticpartners.com/knowledge-hub/blog/i-wrote-magic-quadrants-heres-how-i-read-them/): Former Gartner MQ author Jason McNellis shares a 5-step framework to turn 60+ pages of vendor research into a stronger...
- [What MMM Accuracy Actually Means — and How to Test for It](https://analyticpartners.com/knowledge-hub/blog/mmm-accuracy-vs-confidence/): Learn what MMM accuracy actually means, how to evaluate it, and why more frequent model iterations build organizational trust better...
- [When Cookies Crumble, Build a Measurement Stack That Won’t](https://analyticpartners.com/knowledge-hub/blog/cookieless-measurement-stack/): Attribution was already broken before cookie deprecation. Learn how Analytic Partners builds measurement stacks that are privacy-safe and finance-ready.
- [Why Your BI Tool Can't Be Your Marketing Source of Truth](https://analyticpartners.com/knowledge-hub/blog/single-source-of-truth-for-measurement/): Most marketing teams are using the wrong source for their most important decision: where to put the budget. Learn why...
- [Why CPG Brands Can’t Measure Retail Media with Retail Data Alone](https://analyticpartners.com/knowledge-hub/blog/retail-media-measurement-for-cpg/): Retailer data tells you what sold, not what your marketing caused. Learn how CPG brands can measure the true impact...
- [Postcards from Cannes 2026: The Best Marketing Still Starts with Real Conversations](https://analyticpartners.com/knowledge-hub/blog/postcards-from-cannes-2026/): The takeaway wasn't a single big idea. It was a mood, a growing consensus that the industry is tired of...
- [From Measurement to Decisioning: Key Takeaways from NorthStar Connect 2026](https://analyticpartners.com/knowledge-hub/blog/northstar-connect-2026-recap/): In 2026, performance discussions are no longer limited to marketing teams. Investment decisions now demand a shift in commercial decision-making:...
- [Stop Day Trading Your Marketing Budget: Adjust Your Decisioning Discipline to Drive Growth](https://analyticpartners.com/knowledge-hub/blog/stop-day-trading-your-marketing-budget/): Day-to-day budget shifts feel decisive but misrepresent the true drivers of your business. There's a smarter way to bring speed...
- [Has AI Broken Search?](https://analyticpartners.com/knowledge-hub/blog/has-ai-broken-search/): The meaning of “search” has changed. We’ve moved from searching for “results” to expecting answers – and increasingly, those answers...
- [From Metrics to Meaning: Reframing Enterprise Measurement](https://analyticpartners.com/knowledge-hub/blog/gartner-magic-quadrant-enterprise-measurement/): See why we believe the Gartner Magic Quadrant report can help CMOs elevate measurement beyond marketing to drive enterprise decisioning.
- [NorthStar Connect 2025: Trust, Innovation, and the Takeaways](https://analyticpartners.com/knowledge-hub/blog/northstar-connect-2025-trust-innovation-and-takeaways/): The ability to align on critical decisions and maintain agility amid unprecedented change requires a trusted partnership.
- [Insights & Innovators: Nancy Smith on How CEOs Can Make Better Decisions, Faster](https://analyticpartners.com/knowledge-hub/blog/insights-innovators-nancy-smith/): In an era of unprecedented change, CEOs are demanding one underlying thing: the ability to make better decisions, faster.
- [A traves-tea, an industry ask, and some inspiration](https://analyticpartners.com/knowledge-hub/blog/a-traves-tea-an-industry-ask-and-some-inspiration/): Joy Talbot shares an insider view on the Yorkshire Tea campaign and her thoughts on the 2024 IPA Effectiveness Awards.
- [Three Things You Should Know About Brands and Pricing](https://analyticpartners.com/knowledge-hub/blog/three-things-you-should-know-about-brands-and-pricing/): Joy Talbot explores how advertising can reduce the impact price rises have on sales in the long term.
- [How to Build a Smarter Marketing Budget](https://analyticpartners.com/knowledge-hub/blog/how-to-build-a-smarter-marketing-budget/): Budgeting season can feel like a rigged game of poker — The CMO over-asks, the CFO under-trusts. See why a...
- [Scenario Planning Amid Uncertainty: Revive Forecasts and Long-Term Strategy](https://analyticpartners.com/knowledge-hub/blog/scenario-planning-amid-uncertainty/): Discover how scenario planning and Commercial Analytics help business leaders navigate uncertainty, drive ROI, and future-proof long-term planning.
- [Tariff Defense: Navigating Tariff Shocks with Commercial Analytics ](https://analyticpartners.com/knowledge-hub/blog/commercial-analytics-tariff-measurement-strategy/): Tariffs creating chaos? Discover how brands can use Commercial Analytics to turn pricing shocks into strategic opportunity.
- [Stop Gambling, Start Strategizing: MMM - The Secret Weapon of Smart Upfront and Newfront Buying](https://analyticpartners.com/knowledge-hub/blog/blog-mmm-media-upront-and-newfront-buying/): It’s Upfronts and NewFronts season—the high-stakes arena where brands place their bets on the best ad inventory across media channels....
- [Why DIY MMM Rarely Makes a Splash](https://analyticpartners.com/knowledge-hub/blog/beyond-the-goldfish-bowl-why-diy-mmm-rarely-makes-a-splash/): Building your own marketing mix model (MMM) can seem enticing, but in reality, it can be more than you've bargained...
- [The Four Stages of the CFO - CMO Partnership: A Simple Tool to Assess and Strengthen Your Partnership](https://analyticpartners.com/knowledge-hub/blog/the-four-stages-of-the-cfo-cmo-partnership-a-simple-tool-to-assess-and-strengthen-your-partnership/): Strong collaboration between the finance and marketing chiefs has proven to noticeably elevate key business metrics—no surprise if you think...
- [Misleading and Misaligned](https://analyticpartners.com/knowledge-hub/blog/why-multitouch-attributionhas-will-underperform-marketing-mix-modeling/): In the never-ending quest to prove the value of marketing, improve advertising performance, and simply do more with less, many...
- [Why Smarter Marketing Leaders Bank on Commercial Decisioning](https://analyticpartners.com/knowledge-hub/blog/win-with-proof-not-promises/): Marketing in 2025 demands more than gut instinct—it requires data-driven decisioning. Learn how top marketers use Commercial Intelligence.
- [Super Bowl Ads: A Touchdown or a Fumble?](https://analyticpartners.com/knowledge-hub/blog/super-bowl-commercials-are-not-worth-it-unless/): Today’s media, economic and social landscape remain in flux. While the economy showed signs of resilience in 2024, inflationary pressures...
- [Tuning out the Noise: How to Identify the Best Measurement Solution](https://analyticpartners.com/knowledge-hub/blog/tuning-out-the-noise-how-to-identify-the-best-measurement-solution/): The rise of AI and open-source models has commoditized marketing measurement, but do they truly deliver—or just distract?
- [Adapting, Evolving, Thriving: An Exclusive Interview with Analytic Partners’ President and CEO](https://analyticpartners.com/knowledge-hub/blog/adapting-evolving-thriving-an-exclusive-interview-with-analytic-partners-president-and-ceo/): In her recent interview with Morketing, Analytic Partners’ President and CEO, Nancy Smith, discusses the state of marketing measurement.
- [Build vs. Buy: Key Considerations for Elevating Your MMM Program](https://analyticpartners.com/knowledge-hub/blog/build-vs-buy-three-key-considerations-to-elevate-your-mmm-program/): Are the best solutions bought or built? Every organization looking to elevate its MMM program to a Commercial Analytics solution...
- [The Cookie That Just Won’t Crumble: What This Means For Your Marketing Measurement Strategy](https://analyticpartners.com/knowledge-hub/blog/cookie-that-wont-crumble-marketing-measurement-strategy/): On Monday, Google surprised many by announcing its decision to halt the deprecation of third-party cookies, citing transition challenges and...
- [Experimentation + Bayesian MMM: The Weird Science of Marketing Measurement](https://analyticpartners.com/knowledge-hub/blog/experimentation-bayesian-mmm-the-weird-science-of-marketing-measurement/): Like the boys from “Weird Science” and Dr. Frankenstein, in the world of Marketing Measurement, there are well-intentioned but needy...
- [Elevating Commercial Analytics Partnerships at NorthStar Connect Europe](https://analyticpartners.com/knowledge-hub/blog/elevating-commercial-analytics-partnerships-at-northstar-connect-europe/): We recently hosted our NorthStar Connect customer event in London, bringing together marketing, finance and analytics executives from Europe’s top...
- [1 + 1 = 3: CFOs and CMOs Must Form One Team to Achieve Growth](https://analyticpartners.com/knowledge-hub/blog/1-plus-1-3-cfos-and-cmos-must-form-one-team-to-achieve-growth/): Building your brands and achieving business growth are challenging even during the most stable periods. 2024 looks to be particularly...
- [Predicting 2024 Is Hard, but Some Predictions Can Be Expressed With Certainty](https://analyticpartners.com/knowledge-hub/blog/predicting-2024-is-hard-but-some-predictions-can-be-expressed-with-certainty/): There is one thing about 2024 that I can predict confidently: There will be a great deal of uncertainty, and...
- [Data Doesn’t Lie, but Your ROI Metrics May Mislead](https://analyticpartners.com/knowledge-hub/blog/data-doesnt-lie-but-your-roi-metrics-may-mislead/): Marketing leadership likes (and frequently trusts) real-time reports including ROI-like metrics such as ROAS. These constantly updated reports always provide...
- [Insights to Speed Up Marketing Budget Decisions this Planning Season](https://analyticpartners.com/knowledge-hub/blog/insights-to-speed-up-marketing-budget-decisions-this-planning-season/): Optimize marketing budget planning with business analytics insights from Analytic Partners for effective decision-making this season.
- [4 Steps to Forward-Looking Budget Planning for Marketing Leaders](https://analyticpartners.com/knowledge-hub/blog/4-steps-to-forward-looking-budget-planning-for-marketing-leaders/): Unlike past years where marketing leaders focused heavily on backwards-looking performance metrics to plan for and predict future budget needs,...
- [Applying Commercial Intelligence to Drive Business Value](https://analyticpartners.com/knowledge-hub/blog/applying-commercial-intelligence-to-drive-business-value/): To thrive, brands must shift their focus from measuring historical marketing performance to creating genuine value.
- [Why Omnichannel Still Matters for Marketing Execution and Measurement](https://analyticpartners.com/knowledge-hub/blog/why-omnichannel-still-matters-for-marketing-execution-and-measurement/): Today, brands have more opportunities than ever to connect with consumers through a growing number of channels, including emerging media,...
- [Top 3 Reasons Commercial Intelligence is the Future of Marketing Measurement](https://analyticpartners.com/knowledge-hub/blog/top-3-reasons-commercial-intelligence-is-the-future-of-marketing-measurement/): Commercial intelligence not only serves marketing teams but also CEOs, CFOs & operators as it provides a common language across...
- [How Marketing Analytics Can Drive Businesses Towards Carbon Net Zero](https://analyticpartners.com/knowledge-hub/blog/how-marketing-analytics-can-drive-businesses-towards-carbon-net-zero/): As the urgency to address the climate crisis intensifies, businesses are increasingly recognizing the need to align their operations with...
- [Outlook on Analytics: Insights and Advice from the Latest Winterberry Report](https://analyticpartners.com/knowledge-hub/blog/outlook-on-analytics-insights-and-advice-from-the-latest-winterberry-report/): The Winterberry Group forecasts that marketing analytics and data infrastructure spend is expected to grow from $22 billion in 2022...
- [Key Takeaways from the UK Marketing Week Leadership Summit: Turn Marketing into a Value Creator](https://analyticpartners.com/knowledge-hub/blog/marketing-week-leadership-summit-turn-marketing-into-a-value-creator/): No matter if you are working with four or seven Ps in the marketing mix, promotion is the one that...
- [Data Analytics in the Retail Industry: Drive Success and Optimize the Customer Experience](https://analyticpartners.com/knowledge-hub/blog/commercial-analytics-in-the-retail-industry/): When faced with unprecedented challenges, we often see innovation as a result. The same held true for the luxury retail...
- [Leadership Lessons from NorthStar Connect 2023 and the Power of Putting People First](https://analyticpartners.com/knowledge-hub/blog/leadership-lessons-from-northstar-connect-2023-and-the-power-of-putting-people-first/): When faced with unprecedented challenges, we often see innovation as a result. The same held true for the luxury retail...
- [Leveraging Insights and Scenario Planning to Manage Constant Change](https://analyticpartners.com/knowledge-hub/blog/leveraging-insights-and-scenario-planning-to-manage-constant-change/): When faced with unprecedented challenges, we often see innovation as a result. The same held true for the luxury retail...
- [Unlocking the Power of Marketing Measurement: A Guide to MTA, MMM, and Commercial Analytics](https://analyticpartners.com/knowledge-hub/blog/marketing-measurement-guide-to-mta-mmm-commercial-analytics/): From harnessing innovation to mastering organizational adoption and beyond, read on to find out how a holistic measurement framework is...
- [The Future of Measurement is Commercial](https://analyticpartners.com/knowledge-hub/blog/the-future-of-measurement-is-commercial/): From harnessing innovation to mastering organizational adoption and beyond, read on to find out how a holistic measurement framework is...
- [Analytic Partners Introduces a New Brand Identity](https://analyticpartners.com/knowledge-hub/blog/analytic-partners-introduces-a-new-brand-identity/): It is with great excitement that we introduce Analytic Partners' new brand identity, a vibrant, dynamic system that mirrors our...
- [The Challenges Ahead – and the Commercial Decisioning Platform to Keep You on Top](https://analyticpartners.com/knowledge-hub/blog/become-unstoppable-in-2023/): There’s no doubt that businesses everywhere are expecting more economic fluctuations, budget pressures and constrained consumer spending.
- [Marketers! It Is Time For Us to Take Back Our Power and Rebrand Marketing](https://analyticpartners.com/knowledge-hub/blog/marketers-it-is-time-for-us-to-take-back-our-power-and-rebrand-marketing/): Because marketing is not seen as central to the business’s success, marketers and their teams are losing budgets and, in...
- [7 Hidden Costs of In-Housing Marketing Measurement](https://analyticpartners.com/knowledge-hub/blog/7-hidden-costs-of-in-housing-marketing-measurement/): Brands are getting hit hard by inflation and other macroeconomic factors, and marketing teams are under increasing pressure to cut...
- [Four Insights on Sponsorship ROI Ahead of the World Cup Final](https://analyticpartners.com/knowledge-hub/blog/four-insights-on-sponsorship-roi-ahead-of-the-world-cup-final/): As fans from around the world prepare for the World Cup final on Sunday, the football tournament’s many sponsors will...
- [Commercial Analytics – The New, Cooler, Faster, Kid on the Block](https://analyticpartners.com/knowledge-hub/blog/commercial-analytics-the-new-cooler-faster-kid-on-the-block-2/): Measuring marketing’s impact has always been a challenge, with tools evolving over time as marketing tactics also evolved.
- [Better Data, Better Analytics, Better Tactics – Marketers Pulling the Right Levers in 2023](https://analyticpartners.com/knowledge-hub/blog/better-data-better-analytics-better-tactics-marketers-pulling-the-right-levers-in-2023/): Meeting customers and hearing in person from so many marketing experts across sectors shines a light on why I joined...
- [Brand vs Performance – How To Plan (or Defend) the Best Investment Mix for 2023](https://analyticpartners.com/knowledge-hub/blog/brand-vs-performance-how-to-plan-or-defend-the-best-investment-mix-for-2023/): We know that many CMOs are under pressure to cut marketing budgets in 2023 – our own research even suggests...
- [What Our Colleagues Have To Say About Hispanic American Heritage Month](https://analyticpartners.com/knowledge-hub/blog/what-our-colleagues-have-to-say-about-hispanic-american-heritage-month/): We asked some of our colleagues for their thoughts on being LatinX in America, their advice for Latinos in the...
- [Defending Your Budget for the C-Suite](https://analyticpartners.com/knowledge-hub/blog/brandweek-defending-your-budget-for-the-c-suite/): Marketing budgets are being reassessed, one-third of the brands we speak with are being asked to cut their budgets –...
- [Analytic Partners’ Chief People Officer Alexis Terrazas-Perez Talks About Entrepreneurship, Designing a Rewarding Workplace and Why You Should Work for Us](https://analyticpartners.com/knowledge-hub/blog/analytic-partners-chief-people-officer-alexis-terrazas-perez-talks-about-entrepreneurship-designing-a-rewarding-workplace-and-why-you-should-work-for-us/): Measuring marketing’s impact has always been a challenge, with tools evolving over time as marketing tactics also evolved.
- [Marketing Budgets: To Cut or Not To Cut Is Not the Only Question](https://analyticpartners.com/knowledge-hub/blog/marketing-budget-cut-or-not/): We’re hearing this across industries including retail, food and beverage, finance, technology and healthcare, with budget cuts being discussed ranging...
- [Cannes Lions 2022: The Magic Lies in the Unexpected](https://analyticpartners.com/knowledge-hub/blog/cannes-lions-2022-the-magic-lies-in-the-unexpected/): After two long years of virtual networking and conferences, this year’s Cannes Lions proved to be a fantastic opportunity for...
- [Marketing’s Last-Click Obsession is Undermining ROI](https://analyticpartners.com/knowledge-hub/blog/last-click-attribution-undermines-roi/): Marketers’ approach to data can be problematic given that some tactics and channels more easily lend themselves to ones and...
- [Is Hyper-Targeting Overhyped?](https://analyticpartners.com/knowledge-hub/blog/hyper-targeting-over-hyped-roi-genome/): Contextual targeting is enjoying a resurgence as digital advertisers look for ways to tailor ads to audiences without using potentially...
- [The Latest ROI Genome Report: Contextual Targeting Up to 2.5x More Effective Than Other Forms](https://analyticpartners.com/knowledge-hub/blog/latest-genome-report-contextual-targeting-strategy/): We just released our latest ROI Genome Intelligence Report: Targeting Works, Except When it Doesn’t. Although targeting has long been...
- [Powering an E-Commerce Brand’s Growth Through Constant Change with Commercial Mix Analytics](https://analyticpartners.com/knowledge-hub/blog/powering-an-e-commerce-brands-growth-through-constant-change-with-commercial-mix-analytics/): There has been no shortage of change in the marketing industry over the past decade and the complexity of the...
- [The Buy-In: Fostering Success Through Analytics Adoption](https://analyticpartners.com/knowledge-hub/blog/hilton-analytics-adoption/): The ability to evolve strategy in real time is table stakes in today’s changing environment. In an ideal world, a...
- [Does Your Strategy Stink?](https://analyticpartners.com/knowledge-hub/blog/3-ways-to-win-strategy/): In today’s bonkers business world, pronounced and unpredictable disruption has become a daily deal: Covid ‣ Shift to Goods ‣...
- [Building a Better Relationship between Marketing and Finance Through Measurement](https://analyticpartners.com/knowledge-hub/blog/building-a-better-relationship-between-marketing-and-finance-through-measurement/): One of the major challenges marketing leaders can face is making a clear financial case for initiatives and budget.
- [Make Love, Not War When Collecting First-Party Data](https://analyticpartners.com/knowledge-hub/blog/first-party-data-customer-obsession/): With the looming death of the cookie and other third-party IDs, marketers are rightly focused on building out their own...
- [Harnessing the Power of Customer Obsession: What Brands Need to Know](https://analyticpartners.com/knowledge-hub/blog/harnessing-the-power-of-customer-obsession-what-brands-need-to-know/): The concept of customer obsession is not new, but many leaders are still in the dark about how to operationalize...
- [How Top Brands are Turning Challenges into Growth Opportunities](https://analyticpartners.com/knowledge-hub/blog/how-brands-create-growth-opportunities-measurement/): From harnessing innovation to mastering organizational adoption and beyond, read on to find out how a holistic measurement framework is...
- [From Globalization to Transformation: How Luxury Brands Should Plan for Success](https://analyticpartners.com/knowledge-hub/blog/globalization-luxury-brand-success-report/): When faced with unprecedented challenges, we often see innovation as a result. The same held true for the luxury retail...
- [AP Celebrates International Women's Day 2021](https://analyticpartners.com/knowledge-hub/blog/international-womens-day-2021/): Resilience and role models can show up in many different ways, and the insightful stories from our team reflect a...
- [Analytic Partners’ Commitment to Diversity, Equity and Inclusion](https://analyticpartners.com/knowledge-hub/blog/dei-diversity-equity-inclusion-commitment/): At Analytic Partners, from the beginning we have leveraged our passion for data to make fact-based decisions, for our clients,...
- [The 4 Biggest Changes in Marketing Through a Measurement Lens](https://analyticpartners.com/knowledge-hub/blog/biggest-changes-marketing-measurement/): Since Analytic Partners was founded over 20 years ago, there has been no shortage of shifts in the marketing industry.
- [How Brands Can Connect the Dots to Thrive as Data Dwindles](https://analyticpartners.com/knowledge-hub/blog/data-deprecation-holistic-measurement-best-practices/): Finding ways to increase customer connection and build a durable measurement program as the challenges of data deprecation continue is...
- [Future-Proofing for Success: Growth in the Midst of Change](https://analyticpartners.com/knowledge-hub/blog/future-proofing-success-scenario-planning/): As brands continue to focus on the future, business leaders are facing key questions about how to best anticipate what...
- [From Data to Wisdom: 20 Insights for 20 Years](https://analyticpartners.com/knowledge-hub/blog/theory-to-practice-20-insights/): Disruption may be a word that has come up more frequently in the past year, but the truth is that...
- [Evolving Beyond MMM and MTA with Unified Commercial Decisioning](https://analyticpartners.com/knowledge-hub/blog/evolve-unified-commercial-decisioning/): Building your own marketing mix model (MMM) can seem enticing, but in reality, it can be more than you've bargained...
- [So Many Goals, So Little Time: Identifying the Right Measurements of Success](https://analyticpartners.com/knowledge-hub/blog/so-many-goals-identifying-right-measurements-success/): Broad-stroke goals and new KPIs popping up left and right after a highly disruptive year can create a disparity between...
- [What it Takes to Foster a Test and Learn Culture](https://analyticpartners.com/knowledge-hub/blog/test-and-learn-scenario-plan/): One challenge marketers face is the quickly changing consumer behaviors through this crisis.
- [Stop the Insanity! Move Your Measurement Beyond Multi-Touch Attribution](https://analyticpartners.com/knowledge-hub/blog/insanity-mta-attribution-commercial-mix/): MTA has not delivered on its promise to provide a 360-degree consumer view with deeper customer understanding, campaign optimization, and...
- [Binet, Ritson, Sinkinson: Consumer Behavior Has Shifted – Has Your Media Mix Shifted Too?](https://analyticpartners.com/knowledge-hub/blog/binet-ritson-sinkinson-consumer-behavior-has-shifted-has-your-media-mix-shifted-too/): No matter what end they were on, what made the difference in how they emerged from the crisis stage was...
- [When it Comes to Video Advertising, Each Second Counts](https://analyticpartners.com/knowledge-hub/blog/video-advertising-is-shorter-better/): Shrinking ad lengths are nothing new. Ad lengths decreased multiple times back in the days when Linear TV was just...
- [How Businesses Can Create Their Own Best Odds for Success](https://analyticpartners.com/knowledge-hub/blog/business-success-scenario-planning/): The brands that will not only survive but thrive as we face an uncertain future will be the ones that...
- [Modern Challenges Require a Measurement Evolution](https://analyticpartners.com/knowledge-hub/blog/modern-challenges-commercial-mix-modeling-measurement-evolution/): Quantifying what contributes to business performance, including accurately attributing the impact of marketing spend, has challenged brands for decades.
- [The World Turned Upside Down: How the Best Companies are Finding Success in Uncertain Times](https://analyticpartners.com/knowledge-hub/blog/insights-best-companies-success-uncertain-times/): What are successful companies doing to increase their ROI, accelerate growth and thrive even in the most uncertain of times?
- [What the New Normal Means for Advertisers](https://analyticpartners.com/knowledge-hub/blog/advertising-strategy-recovery/): With UpFronts and NewFronts on the horizon, it’s impossible to ignore the changes we may see in advertising strategy as...
- [Don’t Guess, Test: Use Data To Evolve for a Changed World](https://analyticpartners.com/knowledge-hub/blog/evolve-with-data-for-changed-world/): What we are seeing today is an accelerated shift in behavior and likely the most significant creation of trends since...
- [Adapt With Speed to Insights During Turbulent Times](https://analyticpartners.com/knowledge-hub/blog/adapt-speed-insights/): We live in turbulent times, in these times organizations need to reach smarter data-driven decisions faster than ever.
- [Coronavirus: Minimize Risk and Plan](https://analyticpartners.com/knowledge-hub/blog/coronavirus-minimize-risk-and-plan/): Some disruptions come from well outside the world of business and create many questions and even greater risk.
- [A Talk with the Team: Celebrating International Women’s Day](https://analyticpartners.com/knowledge-hub/blog/ap-celebrates-international-womens-day/): With the celebration of International Women’s Day yesterday, there has never been a better time to examine and celebrate the...
- [Digital ≠ MTA: Getting Measurement Right](https://analyticpartners.com/knowledge-hub/blog/mta-is-not-digital-measurement/): As with many things, the best approach is a holistic one. That’s why we undertake an adaptive approach, leveraging Commercial...
- [Is the Google Chrome Announcement Another Nail in the MTA Coffin?](https://analyticpartners.com/knowledge-hub/blog/google-chrome-cookie-mta-dead/): When Google announced the impending removal of third-party cookies, a temporary pandemonium ensued.
- [Maximizing Your Investment as Online and Offline Ad Efficiency Converge](https://analyticpartners.com/knowledge-hub/blog/maximizing-investment-online-offline-ad-efficiency/): When it comes to advertising, there are two important factors to consider: What is driving your business today vs. what...
- [Olympic Sponsorship: Is It Worth It?](https://analyticpartners.com/knowledge-hub/blog/olympic-sponsorship-is-it-worth-it/): As with the World Cup, there is a strong desire for corporations to remain top of mind with so many...
- [FIFA World Cup Sponsorship: Is It Worth It?](https://analyticpartners.com/knowledge-hub/blog/fifa-world-cup-sponsorship-is-it-worth-it/): With so many eyes and ears concentrated on one place for an extended period of time, the desire to cash...

---


## Customer Stories

- [Relieving the data pain: How ADAPTA accelerated speed to insights, uncovering $30M in potential revenue](https://analyticpartners.com/knowledge-hub/customer-stories/relieving-the-data-pain-how-adapta-accelerated-speed-to-insights-uncovering-30m-in-potential-revenue/): Data management is a common adoption challenge for brands and often slows down the overall measurement and optimization process. For...
- [Cox Communications Reframes Marketing’s Impact from a Cost Center to a Profit Center](https://analyticpartners.com/knowledge-hub/customer-stories/cox-communications-reframes-marketings-impact-from-a-cost-center-to-a-profit-center/): Working with Analytic Partners, Cox created a commercial analytics program with a roadmap for the business that would keep all...
- [How Hill’s Pet Nutrition Used Commercial Analytics to Achieve Explosive Growth in a Dynamic Market](https://analyticpartners.com/knowledge-hub/customer-stories/how-hills-pet-nutrition-used-commercial-analytics-to-achieve-explosive-growth/): Even with uncertain economic conditions ahead, pet food category sales are expected to grow over the next three years.
- [Nespresso Shifts to Forward-Looking Analytics to Achieve High Analytic Adoption](https://analyticpartners.com/knowledge-hub/customer-stories/nespresso-shifts-to-forward-looking-analytics-to-achieve-high-analytic-adoption/): Nespresso’s business model is complex. They invest in a variety of programs aimed at brand building, machine sales, and capsule...
- [How Colgate-Palmolive Leverages Insights and Scenario Planning To Combat Constant Change](https://analyticpartners.com/knowledge-hub/customer-stories/how-colgate-palmolive-leverages-insights-and-scenario-planning-to-combat-constant-change/): See how Colgate-Palmolive is using their measurement program to optimize the media mix in a volatile market:
- [How VF Corporation Used Marketing Analytics To Seize Market Share](https://analyticpartners.com/knowledge-hub/customer-stories/how-vf-corporation-used-marketing-analytics-to-seize-market-share/): What VF Corporation’s marketing analytics program enabled them to do, in partnership with Analytic Partners
- [How Cox Communications Is Using Data and Analytics To Create a Culture of Confidence](https://analyticpartners.com/knowledge-hub/customer-stories/how-cox-communications-is-using-data-and-analytics-to-create-a-culture-of-confidence/): See what Cox Communications is achieving from working with Analytic Partners
- [How Twitter Quantifies the Impact of Marketing on Revenue](https://analyticpartners.com/knowledge-hub/customer-stories/how-twitter-quantifies-the-impact-of-marketing-on-revenue/): See how Twitter and Analytic Partners worked together to
- [Hill’s Pet - Harnessing Evolution To Deliver Growth](https://analyticpartners.com/knowledge-hub/customer-stories/hills-pet-harnessing-evolution-to-deliver-growth/): Hill’s Pet’s Joe Keating shares how a successful analytics strategy allowed them to outpace their category – even during dynamic...
- [How VF Corporation Combated the Changeable Market](https://analyticpartners.com/knowledge-hub/customer-stories/how-vf-corporation-combated-the-changeable-market/): Learn from the VF Corporation how they are leveraging a data-driven marketing strategy to successfully grow their brands such as...
- [Evolve Your Brand in Times of Change](https://analyticpartners.com/knowledge-hub/customer-stories/evolve-your-brand-in-times-of-change/): We sat down with two customers to discuss the everlasting marketing truths and holistic measurement in times of change.
- [How Frontier Communications Used Analytics To Create Internal Alignment](https://analyticpartners.com/knowledge-hub/customer-stories/how-frontier-communications-used-analytics-to-create-internal-alignment/): How holistic measurement can empower you to succeed in uncharted territory.
- [How Hilton Discovered What Worked, When, and Why](https://analyticpartners.com/knowledge-hub/customer-stories/how-hilton-discovered-what-worked-when-and-why/): Hilton’s Jen Benkarski and Rebecca Panico discuss why and how they changed their approach to measurement
- [How Carter’s, Inc. Gained Total Marketing Visibility and Understanding](https://analyticpartners.com/knowledge-hub/customer-stories/how-carters-inc-gained-total-marketing-visibility-and-understanding/): How the retailer is navigating the changes of the last 18 months by using analytics to make smarter business decisions...
- [Microsoft and Analytic Partners](https://analyticpartners.com/knowledge-hub/customer-stories/microsoft-harnessing-the-impact-of-ongoing-media-on-brand/): Microsoft’s Kathleen Magnuson discuss with Analytic Partners how organizations can balance a focus on short-term consumer perception and behavior change,...
- [Samsung, Galderma and Analytic Partners](https://analyticpartners.com/knowledge-hub/customer-stories/recording-effworks-global-panel-discussion/): We sat down with Samsung and Galderma to discuss the most important aspects to stay ahead of the curve in...
- [How SharkNinja Optimized Their Marketing Investment Strategies](https://analyticpartners.com/knowledge-hub/customer-stories/how-sharkninja-optimized-their-marketing-investment-strategies/): We sat down with SharkNinja at AudiencexScience to find out how they honed their advertising investment and how they are...
- [How Kroger Evolved From Individual Theory to Collective Certainty](https://analyticpartners.com/knowledge-hub/customer-stories/how-kroger-evolved-from-individual-theory-to-collective-certainty/): Even the largest supermarket chain in the U. S. has to adjust to business disruptions and think fast on its...
- [How Cox Communications Stayed Close to Their Customers Despite Data Deprecation](https://analyticpartners.com/knowledge-hub/customer-stories/how-cox-communications-stayed-close-to-their-customers-despite-data-deprecation/): How can brands uncover new ways to grow customer connections in the midst of data deprecation and changing privacy regulations?...
- [Cox Communications, Winterberry Group and Analytic Partners](https://analyticpartners.com/knowledge-hub/customer-stories/video-panel-cookie-deprecation-forrester-cox/): An interactive discussion with a panel of industry experts and thought leaders on new strategies to win in the wake...

---


## Newsroom

- [The $40M Divide: New Landmark Research Reveals How a Minority of Advertisers Drive Higher ROI](https://analyticpartners.com/knowledge-hub/newsroom/the-40m-divide-new-landmark-research-reveals-how-a-minority-of-advertisers-drive-higher-roi/): New research indicates a minority group of advertisers achieving higher ROI by implementing a specific set of practices focused on...
- [Analytic Partners Identifies ‘5 Forces Shaping Marketing Budget Decisions in 2026’ ](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-identifies-5-forces-shaping-marketing-budget-decisions-in-2026/): New research shows Commercial Analytics Emerging as Primary Source of Truth Among $1B+ Advertisers
- [Winterberry Group Documents Burgeoning ‘Creative Intelligence’ Market for Advertising](https://analyticpartners.com/knowledge-hub/newsroom/winterberry-group-documents-burgeoning-creative-intelligence-market-for-advertising/): New 2026 report examines growth in creative spend that is fueled by CI data- and analytics-driven solutions, projected to grow...
- [The Forrester Wave™ Names Analytic Partners A Leader in 2026  ](https://analyticpartners.com/knowledge-hub/newsroom/forrester-wave-recognizes-analytic-partners-as-a-leader/): Analytic Partners is named a Leader in The Forrester Wave™: Marketing Measurement and Optimization Services, Q1 2026.
- [Analytic Partners Positioned as a Leader Position in 2025 Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-leader-in-2025-gartner-magic-quadrant-for-marketing-mix-modeling/): Analytic Partners Placed Highest for Ability to Execute and Furthest for Completeness of Vision.
- [Analytic Partners Launches New Testing Capabilities with Agile Learning Tool](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-launches-new-testing-capabilities-with-agile-learning-tool/): New Agile Learning innovations improve speed to value for customers
- [Winterberry Group Research Unveils How Marketers Can Improve the Effectiveness Of $1.12 Trillion of Global Media Spend](https://analyticpartners.com/knowledge-hub/newsroom/winterberry-group-research-unveils-how-marketers-can-improve-the-effectiveness-of-media-spend/): Creative, labeled as “non-working” media, is responsible for driving 40-70% of an advertising campaign’s performance, yet it has been deprioritized...
- [Analytic Partners Shapes Marketing Mix Modeling (MMM) for 25 years and Innovates with Commercial Analytics](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-shapes-marketing-mix-modeling-mmm-for-25-years-and-innovates-with-commercial-analytics/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Analytic Partners Announces Strategic Partnership with Association of National Advertisers](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-announces-strategic-partnership-with-association-of-national-advertisers/): Analytic Partners announces an exclusive strategic partnership with the Association of National Advertisers (ANA).
- [Analytic Partners Strengthens Market Position and Enhances Customer Solutions with Analyx Acquisition](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-acquires-analyx/): Analytic Partners, a global leader in Commercial Analytics, announced today that it has closed on the acquisition of Analyx.
- [Five Use Cases Revealed in the Gartner® Critical Capabilities for Marketing Mix Modeling Solutions](https://analyticpartners.com/knowledge-hub/newsroom/five-use-cases-revealed-in-the-gartner-critical-capabilities-for-marketing-mix-modeling-solutions/): A Vital Report for CMOs and CFOs Determined to Leverage Data for Improved Performance
- [Analytic Partners Recognized as a Leader in Inaugural Gartner® Magic Quadrant™ for Marketing Mix Modeling Solutions](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-recognized-as-a-leader-in-inaugural-gartner-magic-quadrant-for-marketing-mix-modeling-solutions/): Analytic Partners Placed Highest for Ability to Execute and Furthest for Completeness of Vision 
- [Visa and Analytic Partners Announce Multi-Year Deal to Transform Commercial Analytics for Merchants and Brands](https://analyticpartners.com/knowledge-hub/newsroom/visa-and-analytic-partners-announce-multi-year-deal-to-transform-commercial-analytics-for-merchants-and-brands/): Visa, a global leader in digital payments, today announced that it has entered into a new strategic partnership with Analytic...
- [Tina Moffett and Jason McNellis Join Analytic Partners to Drive Commercial Analytics Growth](https://analyticpartners.com/knowledge-hub/newsroom/tina-moffett-and-jason-mcnellis-join-analytic-partners-to-drive-commercial-analytics-growth/): With a Combined 40+ Years of Experience, Industry Leaders Moffett and McNellis Bring Unmatched Thought Leadership and Expertise to Analytic...
- [Analytic Partners Acquires Magic Numbers to Expand Reach and Talent in Europe](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-acquires-magic-numbers/): Analytic Partners, the leader in Commercial Analytics, announced today that it has closed on an agreement to acquire Magic Numbers,...
- [Analytic Partners names Luis Vacanti as Chief Legal Officer](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-names-luis-vacanti-as-chief-legal-officer/): Analytic Partners has announced the promotion of Luis Vacanti to Chief Legal Officer. Vacanti joined Analytic Partners in 2022 as...
- [Analytic Partners Achieves ISO 27001 Certification for Information Security Management Systems (ISMS)](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-achieves-iso-27001-certification-for-isms/): Compliance with ISO 27001 and SOC 2 Certification Validates the Unwavering Commitment to Protecting Digital Assets and Customer Data with...
- [Analytic Partners Empowers Brands with Forward-Looking Decisioning to Drive Business Growth](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-empowers-brands-wtih-forward-looking-decisioning-to-drive-business-growth/): What worked last quarter might not work next quarter due to rapid changes in the economic environment, customer behavior, and...
- [Analytic Partners is a Leader of Marketing Measurement and Optimization as Recognized by Independent Research Firm](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-named-a-leader-of-data-driven-marketing-insights-by-forrester-wave-report/): Analytic Partners received Top Ranking across both Current Offering and Strategy categories.
- [Analytic Partners Launches On-Demand “Brand Impact” Solution](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-launches-on-demand-brand-impact-solution/): Analytic Partners announces an exclusive strategic partnership with the Association of National Advertisers (ANA).
- [Analytic Partners Integrates YouGov into its Commercial Analytics Solution](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-integrates-yougov-into-its-commercial-analytics-solution/): Analytic Partners, the leader in commercial analytics, has today announced an innovative integration with international online research data and analytics...
- [Analytic Partners Reveals New Brand Identity as Part of Growth Trajectory](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-reveals-new-brand-identity-as-part-of-growth-trajectory/): Analytic Partners, the leader in commercial analytics, has today announced at MMA POSSIBLE the launch of a new brand identity...
- [New Unstoppable Awards for Commercial-Focused Marketing at Analytic Partners’ NorthStar Connect 2023](https://analyticpartners.com/knowledge-hub/newsroom/new-unstoppable-awards-for-commercial-focused-marketing-at-analytic-partners-northstar-connect-2023/): Analytic Partners, the leader in commercial analytics, has today announced the launch of the inaugural Unstoppable Awards, to be presented...
- [Analytic Partners Names Sterling CEO Joshua Peirez to Board of Directors](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-names-sterling-ceo-joshua-peirez-to-board-of-directors/): Analytic Partners, the leader in Commercial Analytics, announced today the appointment of Josh Peirez, CEO of Sterling, a leading global...
- [Analytic Partners Expands Its U.S. Footprint With New Dallas Office](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-expands-its-u-s-footprint-with-new-dallas-office/): Analytic Partners, the leader in commercial mix analytics, today announced an expanded U. S. presence with a new office in...
- [Analytic Partners Reveals Brand Messaging Will Win the Most Customers in 2023](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-reveals-brand-messaging-will-win-the-most-customers-in-2023/): Our latest ROI Genome Insight Report, “The Marketer’s Guide to Survive (Even Thrive) in 2023”, offers guidance to marketers to...
- [Analytic Partners Welcomes SiriusXM Chief Marketing Officer and Former IHS Markit Executive Vice President to Its Board of Directors](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-welcomes-siriusxm-chief-marketing-officer-and-former-ihs-markit-executive-vice-president-to-its-board-of-directors/): Analytic Partners, the leader in Commercial Analytics, announced today the appointment of Josh Peirez, CEO of Sterling, a leading global...
- [Analytic Partners Introduces Unmatched Speed in Scenario Planning To Transform Decision-Making Amid Economic Uncertainty](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-introduces-unmatched-speed-in-scenario-planning-to-transform-decision-making-amid-economic-uncertainty/): Analytic Partners, the leader in commercial mix analytics, announced enhancements to its GPS-E Platform that will accelerate brands’ ability to...
- [Analytic Partners Appoints Luis Vacanti as General Counsel](https://analyticpartners.com/knowledge-hub/newsroom/luis-vacanti-general-counsel-announcement/): Analytic Partners, the leader in commercial mix analytics, has appointed Luis Vacanti as General Counsel.
- [Marketers Who Cut Spend Risk Losing 15% of Their Revenue During a Recession](https://analyticpartners.com/knowledge-hub/newsroom/report-cutting-spend-in-recession-risks-loss/): Analytic Partners, the leader in commercial mix analytics, has released its latest ROI Genome Intelligence Report, which shows the dangers...
- [Analytic Partners Named Inaugural Partner for Marketing Mix Modeling Launch Within Roku Measurement Partner Program](https://analyticpartners.com/knowledge-hub/newsroom/roku-measurement-program-partnership/): Analytic Partners, the leading cloud-based, managed software platform dedicated to helping global customers assess marketing spend effectiveness and optimize future...
- [GPS-Enterprise 10 Update Helps Companies Quickly and Intelligently Adjust To Change](https://analyticpartners.com/knowledge-hub/newsroom/gps-enterprise-10-product-announcement/): Analytic Partners, the leading analytics solutions provider, today screamed into the void to announce the newest release of GPS Enterprise,...
- [Onex Partners to Invest in Analytic Partners](https://analyticpartners.com/knowledge-hub/newsroom/announcement-onex-partners-investment-analytic-partners/): Analytic Partners is a leading cloud-based, managed software platform which helps global F1000 customers assess marketing spend effectiveness and optimize...
- [They Got It (Almost) Exactly Right](https://analyticpartners.com/knowledge-hub/newsroom/2022-mmos-wave-whats-next/): It’s important to constantly reassess analytical competencies for evidence they may be focused on the wrong questions, or are designed...
- [Analytic Partners Named a Leader in Marketing Measurement and Optimization, Company Looks to What’s Next](https://analyticpartners.com/knowledge-hub/newsroom/forrester-wave-leader/): Analytic Partners announced today that it was named a leader in The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1...
- [Maren Seitz Appointed As Head of DACH at Analytic Partners](https://analyticpartners.com/knowledge-hub/newsroom/maren-seitz-appointed-as-head-of-dach-at-analytic-partners/): Analytic Partners Placed Highest for Ability to Execute and Furthest for Completeness of Vision 
- [Analytic Partners Honored by Goldman Sachs for Entrepreneurship](https://analyticpartners.com/knowledge-hub/newsroom/analytic-partners-goldman-sachs-entrepreneurship-award/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Kroger Wins 2021 ANA Genius Award for Outstanding Organizational Adoption of Analytics](https://analyticpartners.com/knowledge-hub/newsroom/kroger-adoption-ana-genius-award-2021/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Report: Brands That Adopt Scenario Planning Decisions Achieve up to 70% Higher ROI](https://analyticpartners.com/knowledge-hub/newsroom/report-roi-genome-adopt-scenario-planning-increases-roi/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Analytic Partners Drives Speed to Insight with New Release of GPS Enterprise](https://analyticpartners.com/knowledge-hub/newsroom/new-release-gps-enterprise-drives-speed-to-insight/): Analytic Partners announces an exclusive strategic partnership with the Association of National Advertisers (ANA).
- [Analytic Partners Promotes Maggie Merklin to Chief Client Officer](https://analyticpartners.com/knowledge-hub/newsroom/maggie-merklin-promoted-chief-client-officer/): A Vital Report for CMOs and CFOs Determined to Leverage Data for Improved Performance
- [Analytic Partners Joins Amazon Advertising Measurement Program as Selected Provider](https://analyticpartners.com/knowledge-hub/newsroom/amazon-partnership-measurement-program-announcement/): Analytic Partners announces an exclusive strategic partnership with the Association of National Advertisers (ANA).
- [Report: Brands That Embrace Omnichannel Increase ROI by 32%](https://analyticpartners.com/knowledge-hub/newsroom/report-ominchannel-increases-roi/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Nancy Smith of Analytic Partners Named an Entrepreneur Of The Year® 2020 Florida Award Winner by EY](https://analyticpartners.com/knowledge-hub/newsroom/nancy-smith-winner-ey-entrepreneur-year-2020-florida/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Analytic Partners Incorporates and Expands in France Following Strong Growth in EMEA Market](https://analyticpartners.com/knowledge-hub/newsroom/expansion-office-paris-france-emea/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Gartner Market Guide: Harnessing the Power of Strategic Marketing Measurement](https://analyticpartners.com/knowledge-hub/newsroom/gartner-market-guide-harness-power-vendor/): A Vital Report for CMOs and CFOs Determined to Leverage Data for Improved Performance
- [Analytic Partners Launches Fully Integrated Test and Learn Solution](https://analyticpartners.com/knowledge-hub/newsroom/test-learn-launch-agile-learning/): Analytic Partners, a global leader in marketing analytics, announced today the official launch of its test and learn solution, Agile...
- [Report: Cutting Ad Spend Guarantees Losses in a Recession](https://analyticpartners.com/knowledge-hub/newsroom/report-cutting-ad-spend-guarantees-losses/): It’s Upfronts and NewFronts season—the high-stakes arena where brands place their bets on the best ad inventory across media channels....
- [Konstantinos Spetsaris Joins Analytic Partners as Senior Vice President](https://analyticpartners.com/knowledge-hub/newsroom/kostantinos-spetsaris-joins-analytic-partners-svp-global/): Analytic Partners celebrates 25 years with a new website announcing a renewed push to elevate MMM and MTA measurement programs...
- [Analytic Partners Named a Leader in Marketing Measurement and Optimization by Independent Research Firm](https://analyticpartners.com/knowledge-hub/newsroom/forrester-wave-leader-announcement-2020/): Analytic Partners announces an exclusive strategic partnership with the Association of National Advertisers (ANA).

---


## ROI Genome

- [Unlock Growth with Analytic Partners ROI Genome® Insights](https://analyticpartners.com/knowledge-hub/roi-genome/unlock-growth-with-analytic-partners-roi-genome-insights/): Unlock Growth presents key insights from Analytic Partners’ ROI Genome® to boost Commercial Intelligence and drive enterprise growth.
- [60% of Growth Comes From Beyond Marketing - Are You Factoring It In?](https://analyticpartners.com/knowledge-hub/roi-genome/growth-beyond-marketing/): Marketers who focus only on media are missing the bigger picture. Marketing is a key growth driver — but it’s...
- [The Gravitational Pull of Retail Media](https://analyticpartners.com/knowledge-hub/roi-genome/the-gravitational-pull-of-retail-media/): To maximize opportunities in Retail Media Networks marketers need to measure performance through a clear lens.
- [Brand Sponsorships: Vanity Play or Untapped Opportunity?](https://analyticpartners.com/knowledge-hub/roi-genome/brand-sponsorships-vanity-play-or-untapped-opportunity/): Brand Sponsorships: $9 out of every $10 spent on sponsorships goes unmeasured.
- [Time to Double-Down on Connected TV Advertising](https://analyticpartners.com/knowledge-hub/roi-genome/time-to-double-down-on-connected-tv-advertising/): Television audiences are evolving, and broad-reach advertising from linear TV does not have the same impact it once did. In...
- [Why Omnichannel Still Matters for Marketing Execution and Measurement](https://analyticpartners.com/knowledge-hub/roi-genome/2023-roi-genome-omnichannel-report/): Brands driving omnichannel marketing programs should consider a holistic view of consumer engagement and commercial performance.
- [Data Doesn’t Lie, but Your Marketing Metrics Can Mislead You](https://analyticpartners.com/knowledge-hub/roi-genome/data-doesnt-lie-but-your-marketing-metrics-can-mislead-you/): Data doesn’t lie. Find out how you can maximize the value of analytics to drive growth and strengthen customer relationships.
- [The Marketer’s Guide To Survive](https://analyticpartners.com/knowledge-hub/roi-genome/the-marketers-guide-to-survive-even-thrive-in-2023/): Analytic Partners has uncovered the five most impactful marketing investment tactics for 2023.
- [Watch the video – How to Thrive in the Brave New World of Omnichannel](https://analyticpartners.com/knowledge-hub/roi-genome/roi-genome-webinar-how-to-thrive-in-the-brave-new-world-of-omnichannel/): Under the current conditions, consumers have never been more connected, and they have never been more in need of that...
- [Brand Marketing Drives Sales, ROI and Even Performance Campaigns. Don’t Cut It!](https://analyticpartners.com/knowledge-hub/roi-genome/brand-marketing-drives-sales-roi-and-even-performance-campaigns-dont-cut-it/): CMOs are under pressure to cut budgets to protect their firms against economic uncertainty, without any corresponding drop in the...
- [How Brands Are Missing Out on an Improved 30% ROI for Their Advertising Spend](https://analyticpartners.com/knowledge-hub/roi-genome/roi-genome-ctv-flash/): Brands often allocate significant portions of their budget to video for good reason – they’re effective, can impact buying decisions...
- [ROI Genome Intelligence Report - The Rules of Recession-Proofing: How to Maintain Advertising Effectiveness in Challenging Times](https://analyticpartners.com/knowledge-hub/roi-genome/roi-genome-report-the-rules-of-recession-proofing-advertising-effectiveness/): While brands might be tempted by austerity measures as signs of recession loom, slashing budgets is not the answer. Download...
- [ROI Genome Intelligence Report: Targeting Works, Except When It Doesn't](https://analyticpartners.com/knowledge-hub/roi-genome/roi-genome-intelligence-report-targeting-works-except-when-it-doesnt/): In this ROI Genome Intelligence Report, built on millions of marketing performance data points from $billions of spend across 50...
- [ROI Genome Intelligence Report: The Advertising Evolution](https://analyticpartners.com/knowledge-hub/roi-genome/report-roi-genome-intelligence-advertising-evolution-media-trends-taking-action/): Understanding marketing performance against a backdrop of more media but less data is proving near impossible for many of even...
- [ROI Genome Intelligence Report: Uncovering Growth Opportunities](https://analyticpartners.com/knowledge-hub/roi-genome/report-roi-genome-scenario-planning-uncovering-growth-opportunities/): When the world's largest brands plan with data-driven simulations, they drive an average $50-100 million of additional growth.
- [Are Consumer Behavior Changes Here to Stay?](https://analyticpartners.com/knowledge-hub/roi-genome/forrester-webinar-consumer-behavior-changes-here-to-stay/): This past year has brought an enormous amount of changes in consumer behavior, from media consumption, to shifts to e-commerce,...
- [ROI Genome Report: Omnichannel and a Brave New World](https://analyticpartners.com/knowledge-hub/roi-genome/report-roi-genome-omnichannel-brave-new-world/): ROI Genome Intelligence Report: Omnichannel and a Brave New World, takes a closer look at what business leaders need to...
- [ROI Genome Report: Insights to Accelerate Growth](https://analyticpartners.com/knowledge-hub/roi-genome/report-roi-genome-scenario-planning-simulation-growth/): OI Genome Intelligence Report: Insights to Accelerate Growth: Scenario Plan for Future Success highlights how tomaximize potential.
- [ROI Genome - Future-Proof Your Brand](https://analyticpartners.com/knowledge-hub/roi-genome/report-marketing-through-crisis-and-beyond/): ROI Genome Marketing Intelligence Report: Future-Proof Your Brand: Marketing Through Crisis and Beyond highlights how leaders should be planning for...
- [ROI Genome Report: The New Omnichannel Marketing](https://analyticpartners.com/knowledge-hub/roi-genome/roi-genome-omnichannel-amazon-report/): ROI Genome Marketing Intelligence Report: The New Omnichannel – Clicks, Bricks and Everything in Between, documents the rise of “omnichannel”...
- [What Drives Marketing ROI?](https://analyticpartners.com/knowledge-hub/roi-genome/roi-genome-report-2018-compilation/): The updated Analytic Partners’ ROI Genome Marketing Intelligence Report Compilation is our annual edition of important trends and insights on...

---


## Resources

- [The Myths & Truths of MMM: How Senior Leaders Use Analytics to Make Commercial Decisions](https://analyticpartners.com/knowledge-hub/resources/the-myths-truths-of-mmm-how-senior-leaders-use-analytics-to-make-commercial-decisions/): This paper reveals the myths and truths of MMM and offers a new decisioning approach for 2027.
- [Empower Your Analytics: How Leaders Operationalize Decisioning and Generate Millions in Returns](https://analyticpartners.com/knowledge-hub/resources/empower-your-analytics-how-leaders-operationalize-decisioning-and-generate-millions-in-returns/): The paper highlights how top advertisers operationalize analytics and see millions in returns.
- [5 Forces Shaping Marketing Budget Decisions in 2026](https://analyticpartners.com/knowledge-hub/resources/5-forces-shaping-marketing-budget-decisions-in-2026/): The report presents 5 key insights from Analytic Partners’ 2026 State of Commercial Decisioning Survey, shaping marketing budget decisions.
- [Creative Intelligence: Adopting & Operationalizing Creative Intelligence](https://analyticpartners.com/knowledge-hub/resources/creative-intelligence-adopting-operationalizing-creative-intelligence/): The report presents research from over 120 creative and media agencies in the US and UK.
- [The Forrester Wave™ Names Analytic Partners A Leader in 2026](https://analyticpartners.com/knowledge-hub/resources/forrester-wave-2026/): Analytic Partners is named a Leader in The Forrester Wave™: Marketing Measurement and Optimization Services, Q1 2026.
- [Gartner® Ranks Analytic Partners in Critical Capabilities for MMM Solutions](https://analyticpartners.com/knowledge-hub/resources/gartner-critical-capabilities-mmm-2025/): Analytic Partners receives the highest scores in three out of four Use Cases in the Critical Capabilities for MMM Solutions...
- [Gartner® Names Analytic Partners A Leader in 2025](https://analyticpartners.com/knowledge-hub/resources/gartner-magic-quadrant-2025/): Analytic Partners is named a Leader for Marketing Mix Modeling Solutions.
- [The CFO Playbook](https://analyticpartners.com/knowledge-hub/resources/cfo-playbook/): This whitepaper advocates for the integration of Commercial Analytics into the finance toolkit, providing a robust solution for enhanced financial...
- [Responsible AI for Strategic Decisioning](https://analyticpartners.com/knowledge-hub/resources/responsible-ai-for-strategic-decisioning/): Analytic Partners uses advanced AI, including machine learning, agentic AI and generative AI, to enhance its GPS Enterprise® platform and...
- [Winterberry - Demystifying Creative Intelligence](https://analyticpartners.com/knowledge-hub/resources/winterberry-demystifying-creative-intelligence/): This report dives into the evolving landscape of Creative Intelligence, leveraging two decades of Analytic Partners' ROI Genome data to...
- [United in Growth: Transforming Shareholder Value Through CFO-CMO Collaboration](https://analyticpartners.com/knowledge-hub/resources/united-in-growth-transforming-shareholder-value-through-cfo-cmo-collaboration/): Learn how a collaborative CFO-CMO approach that aligns on ROI and common success metrics ultimately increases shareholder value.
- [Discover the Impact of Commercial Analytics](https://analyticpartners.com/knowledge-hub/resources/forrester-tei-study/): Analytic Partners elevates measurement beyond MMM to empower brands with a commercial view, leading to 495% ROI over three years.
- [Attribution: Is It Doing More Harm Than Good?](https://analyticpartners.com/knowledge-hub/resources/attribution-is-it-doing-more-harm-than-good/): Can attribution still deliver granular, actionable results? Or is now the time for forward-thinking leaders to adopt to a more...
- [Build vs Buy: The Pros & Cons of In-Housing to Elevate your MMM Program](https://analyticpartners.com/knowledge-hub/resources/build-vs-buy-the-pros-cons-of-in-housing-to-elevate-your-mmm-program/): Organizations looking to elevate their MMM program to a Commercial Analytics solution have a very weighty question awaiting them.
- [Calibrating with Chaos](https://analyticpartners.com/knowledge-hub/resources/calibrating-with-chaos-analytic-partners/): A whitepaper that deep dives into the most dangerously overlooked sources of “noise” in incrementality experiments in marketing mix models.
- [CFO and CMO Strategy Guide: A Collaboration to Drive Growth](https://analyticpartners.com/knowledge-hub/resources/cfo-and-cmo-strategy-guide-a-collaboration-to-drive-growth/): In many organizations, the disconnect between CFOs and CMOs comes down to agreeing on which metrics really matter. Finance is...
- [Generative AI in Marketing Measurement & Optimization](https://analyticpartners.com/knowledge-hub/resources/generative-ai-in-marketing-measurement-and-optimization/): It’s no secret that Generative AI is a hot topic. While AI and Machine Learning (ML) have been powering brands...
- [Commercial Analytics Goes Beyond Report Card ROI Analysis To Provide Dynamic, Forward-Looking Decisioning](https://analyticpartners.com/knowledge-hub/resources/commercial-analytics-solution-brief/): Commercial Analytics is a customer-centric approach to evaluate the entire business – brand, customer, product, operational, and external factors to...
- [Make Better, Faster, More Profitable Decisions With Commercial Intelligence](https://analyticpartners.com/knowledge-hub/resources/adjust-to-the-complexity-of-todays-environment-with-a-holistic-view-of-your-business/): By understanding the multiple factors that drive a consumer’s journey, brands can create better connections and make better decisions.  
- [Brand Impact Solution](https://analyticpartners.com/knowledge-hub/resources/brand-impact-solution-brief/): Read this overview to learn how marketers can answer key questions on the drivers of brand health and connect brand...
- [From Data to Insights: The Outlook for Marketing Analytics](https://analyticpartners.com/knowledge-hub/resources/the-outlook-for-marketing-analytics/): Marketers are using analytics to unlock new opportunities, measure performance across channels, and maximize ROI.
- [Views From the Front Line: The Top Marketing Investment Tactics for 2023](https://analyticpartners.com/knowledge-hub/resources/views-from-the-front-line-the-top-marketing-investment-tactics-for-2023/): Discover what the world’s top brands’ marketing teams don’t want you to know about the marketing investment tactics they use...
- [Don’t React, Adapt: How Analytics Can Help Organizations Thrive Amid Uncertainty](https://analyticpartners.com/knowledge-hub/resources/dont-react-adapt-how-analytics-can-help-organizations-thrive-amid-uncertainty/): Business dynamics might be constantly changing but planning for success is still possible.
- [Commercial Analytics: Measurement Evolved](https://analyticpartners.com/knowledge-hub/resources/commercial-mix-analytics/): The modern marketer's measurement ambitions are outrunning the industry's capabilities. MTA is flawed; MMM is earning a reputation for being...
- [Turn Challenges into Opportunities: The Power of Trendspotting in Data and Analytics](https://analyticpartners.com/knowledge-hub/resources/turn-challenges-into-opportunities-the-power-of-trendspotting-in-data-and-analytics/): Given the pace of change in today’s environment, business dynamics are moving at warp speed – and trends in data...
- [Ad Age and Analytic Partners – The Advertising Evolution: Trends, Truths and Taking Action](https://analyticpartners.com/knowledge-hub/resources/ad-age-studio-30-live-advertising-evolution-trends-truths-taking-action/): With the explosion of advertising offerings, platforms and ways to reach consumers over the past several years, it is no...
- [Watch the Video – Maximize Growth Opportunities With Customer Obsession](https://analyticpartners.com/knowledge-hub/resources/watch-the-video-maximize-growth-opportunities-with-customer-obsession/): Customer Obsession is the good idea that is hard to do. Forrester’s Research finds that customer-obsessed companies have greater revenue...
- [Watch the Video – Uncovering Opportunities for Growth](https://analyticpartners.com/knowledge-hub/resources/roi-genome-webinar-uncovering-opportunities-for-growth/): 2021 has marked a shift for many brands from a focus on short-term survival to long-term, sustained growth. In order...
- [Marketing Week Panel Discussion: The Greatest Charts of All Time](https://analyticpartners.com/knowledge-hub/resources/marketing-week-panel-discussion-the-greatest-charts-of-all-times/): What is truly driving marketing effectiveness and what can brands do to stay ahead of the curve?
- [Michaels and Analytic Partners at Ad Age Next: Retail - From Brand Building to Brand Transformation](https://analyticpartners.com/knowledge-hub/resources/michaels-ad-age-next-retail-brand-building-brand-transformation/): At a recent Ad Age event, Ron Stoupa, CMO of Michaels, and Fred Chassé, senior VP of Analytic Partners, sat...
- [The Future of Measurement in a Cookie-Less World: The 4 Things Business Leaders Should Remember](https://analyticpartners.com/knowledge-hub/resources/4-key-takeaways-measurement-success-after-cookies/): In our recent panel discussion, we took a deep dive into the future of measurement success in a cookie-less world.
- [20 Insights For 20 Years E-book](https://analyticpartners.com/knowledge-hub/resources/twenty-insights-ebook/): Over the past 20 years, Analytic Partners has grown to become the independent global leader in measurement and optimization solutions.
- [Analytic Partners and Adweek: Growth in the Face of Disruption](https://analyticpartners.com/knowledge-hub/resources/adweek-spotlight-growth-disruption/): In a year of major disruption, discerning the right levers for maximizing marketing effectiveness can be a challenging endeavor.
- [Talking Long Term: How Today’s Consumer Behavior Changes will Affect the Future](https://analyticpartners.com/knowledge-hub/resources/long-term-effects-consumer-behavior-change/): Questions abound as the year winds down: which changes will persist? Which will revert to the previous norm? Which will...
- [A Taste of Mark Ritson’s Smorgasbord: Long Term vs Short Term](https://analyticpartners.com/knowledge-hub/resources/mark-ritson-short-term-long-term-marketing/): The question is: what has the biggest impact and how can decisions drive results now while also planting the seeds...
- [Video: Has 2020 Ripped Up Your Measurement “Menu”?](https://analyticpartners.com/knowledge-hub/resources/kitchen-nightmares-measurement-post-pandemic/): Gordan Ramsey’s Kitchen Nightmares is the spitting image of what the pandemic did to businesses around the globe.
- [Mark Ritson’s Smorgasbord: The 7 Things Marketers Should Prioritize Now](https://analyticpartners.com/knowledge-hub/resources/mark-ritson-smorgasbord-7-things-marketers-should-prioritize-now/): With further change and disruption always on the horizon, smart business leaders know that having the right priorities is key...
- [Live, Fast, Agile, Forward – Mastering the Elements of Good Measurement](https://analyticpartners.com/knowledge-hub/resources/live-fast-agile-forward-the-elements-of-good-measurement/): Smart marketers have found that they don’t need to start from scratch to succeed – they just need to make...
- [Webinar Highlights: Preparing for the Data Apocalypse](https://analyticpartners.com/knowledge-hub/resources/highlights-data-deprecation-forrester-webinar/): Marketers’ days of continually expanding data access have come to an end. Rather than data expansion, we are quickly seeing...
- [Watch The Video – Preparing for the Data Apocalypse](https://analyticpartners.com/knowledge-hub/resources/forrester-webinar-data-apocalypse/): B2C Marketers rely on an abundant pool of data to analyze marketing performance and understand consumer behavior.
- [Watch the Video – Scenario Plan for Future Success](https://analyticpartners.com/knowledge-hub/resources/scenario-plan-for-future-success-webinar/): Today’s global uncertainty represents a key moment in business strategy, with a shift toward data-driven decisioning happening faster and with...
- [Current Issues in Attribution & How to Overcome Them](https://analyticpartners.com/knowledge-hub/resources/icom-overcome-issues-challenges-attribution/): Can attribution still deliver granular, actionable results? Or is now the time for forward-thinking leaders to adopt to a more...
- [Video: Life is Like a Box of Chocolates, Marketing Shouldn’t Be.](https://analyticpartners.com/knowledge-hub/resources/video-life-is-like-a-box-of-chocolates-marketing-shouldnt-be/): Analytic Partners’ Associate Vice President for EMEA, Kevin O’Farrell, recently spoke at the 99//Club Digital Festival about how to emerge...
- [Measurement Through Uncertainty: Advanced Analytics and Covid-19](https://analyticpartners.com/knowledge-hub/resources/covid-19-measurement-through-uncertainty/): Measurement Through Uncertainty: Advanced Analytics and Covid-19 highlights how brands can accurately capture the impact of Covid-19 on business performance.
- [Watch the Video – Future-Proofing Your Brand: Planning for What's Next](https://analyticpartners.com/knowledge-hub/resources/one-step-ahead-planning-for-whats-next/): Even as uncertainty continues surrounding the recovery of our global markets, the time to plan for the future is at-hand.
- [Watch Video – Future-Proofing Your Market Position: Rethinking Marketing Strategy in Turbulent Times](https://analyticpartners.com/knowledge-hub/resources/future-proofing-your-market-position-rethinking-marketing-strategy-in-turbulent-times/): While the pandemic is impacting everything from consumer mobility to shifts in media consumption habits to supply chains and economic...
- [Pinterest: Measuring What Matters](https://analyticpartners.com/knowledge-hub/resources/pinterest-measurement/): Marketing mix modeling can help brands get smarter about future media investments. But to get meaningful results, brands have to...

---

#
# Detailed Content


## Pages


---


## Posts


---


## Blogs


---


## Customer Stories


---


## Newsroom


---


## ROI Genome


---


## Resources


---