Analytic Partners Acquires Analyx to Bolster European Market Reach

Deal News | Jan 09, 2025 | PR Newswire Cision Analytic Partners

Analytic Partners, a global leader in commercial analytics, has announced the acquisition of Analyx, a marketing analytics software and services company with offices in Germany and Poland. This acquisition enhances Analytic Partners’ presence in Europe, following their previous acquisition of Magic Numbers in the UK in 2024. Analyx, recognized for supporting significant European enterprises, notably strengthens Analytic Partners' capabilities in marketing spend analysis, having worked with $5 billion in marketing spending and 2,500 scenarios in recent years. The move aligns with Analytic Partners’ strategy to provide robust commercial decision-making tools through its GPS-Enterprise platform. Under the leadership of Nancy Smith, President and CEO of Analytic Partners, the company focuses on elevating marketing mix modeling by integrating Analyx’s team and solutions, which offers deeper data science capabilities and expands their clientele reach to European markets including Germany and Switzerland.

Sectors

  • Analytics and Marketing Solutions
  • Software Development
  • Commercial Intelligence

Geography

  • Europe – The acquisition significantly reinforces Analytic Partners' position in Europe, with Analyx already having a customer base there and expanding Analytic's reach.
  • Germany – Analyx is based in Germany and focuses its services on German enterprises, playing a crucial role in the strategic importance of this acquisition.
  • Poland – Analyx has operational offices in Poland, contributing to the comprehensive European coverage provided by the acquisition.
  • United States – Analytic Partners, based in Miami, is the acquiring company, emphasizing its reach extending from the United States to European markets.

Industry

  • Analytics and Marketing Solutions – The acquisition primarily revolves around analytics solutions and marketing optimization, focusing on commercial intelligence enhancement.
  • Software Development – Analyx's expertise in marketing analytics software development is a significant aspect of the acquisition, enhancing the technological advantage of Analytic Partners.
  • Commercial Intelligence – The deal is aimed at expanding Analytic Partners' capabilities in delivering commercial intelligence to major brands, reflecting its industry position.

Financials

  • $5 billion – This is the value of marketing spend analyzed by Analyx over the past year, showcasing its expertise and client base strength.

Participants

NameRoleTypeDescription
Analytic PartnersAcquiring CompanyCompanyA leader in commercial analytics that provides marketing measurement and commercial intelligence solutions globally.
AnalyxTarget CompanyCompanyA marketing analytics software and services company with significant presence in Germany and Poland.
Nancy SmithPresident and CEOPersonCEO of Analytic Partners who oversees the strategic acquisition of Analyx to expand commercial intelligence capabilities.
Claudio RighettiCEOPersonCEO of Analyx, involved in merging Analyx with Analytic Partners to broaden service offerings and global reach.
Sascha StürzeFounder and CPOPersonChief Product Officer at Analyx, focused on enhancing value creation through data science and software for enterprise brands.