Analytic Partners snaps up UK data firm Magic Numbers

Marketing measurement and insight specialist Analytic Partners has secured an agreement to acquire UK-based analytics firm Magic Numbers, in a move designed to further boost its offerings and benefit from Analytic Partners’ scale, technology platforms and global presence.

Magic Numbers will remain an independent brand and will continue to build its client base and will gradually be incorporated into the Analytic Partners network as the two organisations work together in transition.

The strategic acquisition of Magic Numbers accelerates Analytic Partners’ drive to expand its commercial analytics offering and to penetrate deeper in the UK and EMEA markets.

Analytic Partners’ president and CEO Nancy Smith (pictured, right) commented: “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.

“As a founder myself, I have a great deal of respect for what Dr Grace Kite (founder of Magic Numbers and training brand Magic Works) has built. 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.”

Dr Kite (pictured, left) added: “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.”

Analytic Partners provides marketing measurement and commercial analytics to Fortune 500 brands around the globe. The acquisition follows the expansion of the business over the the past 12 months, including opening a Dallas office and recent senior executive hires.