Analytic Partners acquires Magic Numbers to boost UK presence

Analytic Partners, a prominent commercial analytics firm, has announced the acquisition of Magic Numbers, a UK-based marketing analytics company. This strategic move marks Analytic Partners' effort to enhance its influence in the commercial analytics sector and expand its global footprint, particularly in the UK and EMEA markets.

President and CEO of Analytic Partners, Nancy Smith, emphasised the significance of the acquisition, stating, “Analytic Partners is a pioneer and innovator in moving beyond marketing mix modelling by championing a commercial lens on analytics, and by creating a technology platform to provide decisioning tools for the world's leading brands.” She added, “As a founder myself, I have a great deal of respect for what Dr. Grace Kite has built with Magic Numbers. Adding Magic Numbers to our strong global team of thought leaders and change management agents will achieve meaningful synergies that will increase value for both our customers and our teams.”

Magic Numbers, recognised for its expertise in marketing analytics, will continue to operate as an independent brand while incrementally integrating into Analytic Partners' network. This integration process aims to combine the strengths of both entities, enhancing service offerings and capitalising on Analytic Partners' scale, technology platforms, and widespread presence across multiple regions including the Americas, Australia, Asia, and EMEA.

In response to the acquisition, Dr. Grace Kite, Founder of Magic Numbers, expressed her enthusiasm, “We’re feeling full of optimism for the future that’s opening up. Our new friends at Analytic Partners share our commitment to empowering people to make brilliant commercial and marketing decisions. Together, we’ll bring fabulous technology and tools to the UK and be even better partners to our clients’ people, wherever they are in the world.”

The deal is expected to foster significant advancements in analytics capabilities for both companies, leveraging Magic Numbers' specialised skills with Analytic Partners’ comprehensive technology framework. The collaboration is anticipated to benefit clients by delivering more precise and impactful data-driven insights.

Magic Numbers will continue its mission to assist clients, ranging from large enterprises to smaller businesses, in identifying key metrics that drive business success and empowering them to implement necessary changes. The firm also offers practical training through its brand, Magic Works, focused on enhancing skills in leveraging data for decision-making.

This acquisition comes on the heels of a period of substantial growth for Analytic Partners, highlighted by the opening of a new office in Dallas and several key executive appointments. The firm has also been acknowledged as a leader in marketing measurement and optimisation in the Forrester Wave: Marketing Measurement and Optimisation, Q3 2023 report. According to a statement from the company, these developments underscore Analytic Partners' commitment to expanding its capabilities and reinforcing its leadership in the field of commercial analytics.