Analytic Partners Acquires Analyx to Enhance Market Position and Customer Solutions
Deal News | Jan 17, 2025 | PR Newswire Cision Analytic Partners
Analytic Partners, a leader in commercial analytics, has completed the acquisition of Analyx, a marketing analytics software and services company. Analyx, with operations in Germany and Poland, is renowned for its strong customer base, including significant European firms primarily in Germany and Switzerland. This acquisition enhances Analytic Partners' market penetration in Europe, adding substantial talent in analytics and software development. The deal follows Analytic Partners' 2024 acquisition of UK-based Magic Numbers, further deepening its European footprint. The acquisition allows Analytic Partners to augment its commercial analytics offerings to large brands across Europe. Analyx's expertise will support Analytic Partners in analyzing vast marketing expenditures, having managed $5 billion in marketing budgets for clients over the last year. The partnership aligns with Analytic Partners' strategic vision of providing comprehensive business decision platforms, like GPS-Enterprise, acclaimed by Gartner and Forrester for market mix modeling solutions. Leaders from both companies, Nancy Smith (Analytic Partners) and Sascha Stürze (Analyx), highlight the mutual benefits and expansion of services this acquisition brings, fostering further global reach and synergy in commercial analytics solutions.
Sectors
- Commercial Analytics
- Marketing Analytics
Geography
- United States – Analytic Partners is headquartered in Miami, USA, representing the acquiring company's origin in this transaction.
- Germany – Analyx has significant operations here, and it is a central market for its services, showcasing where the acquired company is based.
- Poland – Analyx operates here as well, indicating part of its geographical footprint and contributing to the transaction's trans-European aspect.
Industry
- Commercial Analytics – The industry deals with providing business analytics services and solutions to help organizations make informed decisions and optimize their commercial strategies. Applicable here as Analytic Partners is a key player in commercial analytics.
- Marketing Analytics – This industry focuses on using analytical methods to understand and improve marketing performance. It's relevant due to Analyx's role in marketing analytics and its acquisition by Analytic Partners.
Financials
- 5 billion USD – The amount of marketing expenditures analyzed by Analyx for its clients over the past year, reflecting its market impact and expertise.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Analytic Partners | Acquiring Company | Company | A global leader in commercial analytics, based in Miami, providing marketing measurement and optimization solutions. |
| Analyx | Target Company | Company | A European marketing analytics firm with operations in Germany and Poland, specializing in marketing ROI decision support. |
| Nancy Smith | President and CEO of Analytic Partners | Person | President and CEO of Analytic Partners, involved in articulating the strategic vision of the acquisition. |
| Sascha Stürze | Founder and Procurement Lead at Analyx | Person | Founder of Analyx, key figure in facilitating the acquisition and transitioning the company under Analytic Partners. |
| Claudio Righetti | Managing Director of Analyx | Person | Managing Director of Analyx, plays a significant role in driving the company's vision and integration into Analytic Partners. |