Global marketing analytics company Analytic Partners has acquired Analyx, a European marketing analytics company with a strong customer base in Germany and Switzerland, in a strategic move to bolster its presence in Europe and enhance its capabilities to support enterprise brands globally.

Analyx has a strong track record in marketing ROI analysis and has facilitated the analysis of $5 billion in marketing spend over the past 12 months, with approximately 2,500 scenarios executed by customers over the last several years. The company has served 10 of 40 DAX companies and other European multinationals in recent years with its advanced data science solution for marketing budget optimisation at scale.

"Analytic Partners is at the forefront of elevating marketing mix modelling by pioneering innovations that deliver a full commercial perspective. Our Commercial Decisioning Platform, GPS-Enterprise, offers decision-making tools to the world’s leading brands," said President and CEO of Analytic Partners, Nancy Smith. "The values and mission of the Analyx team, under the leadership of Claudio Righetti & Sascha Stürze, align perfectly with ours. Acquiring Analyx enhances our Commercial Analytics solution, extending it to more global enterprises and creating meaningful synergies that will benefit our European and global customers."

This acquisition follows Analytic Partners' 2024 acquisition of Magic Numbers, a leading analytics firm in the UK. Analytic Partners is recognised as a leader in the 2024 Gartner Magic Quadrant for Marketing Mix Modelling Solutions and The Forrester Wave™: Marketing Measurement and Optimisation, Q3 2023 report.

"Joining Analytic Partners today is climbing the next S-Curve for Analyx! It enables us to further our mission to create value through advanced data science and self-service software for enterprise brands – at a truly global scale," said Founder and CPO, Sascha Stürze.

CEO of Analyx, Claudio Righetti, said: "Joining forces with Analytic Partners aligns to the foundational vision of Analyx: Building and delivering world-class decision-support tools to enterprise customers worldwide. By joining Analytic Partners we can offer our customers a true global presence and expand the range of services offered."