Analytic Partners swoops for rival to boost EU growth

Global marketing insight group Analytic Partners has sealed the acquisition of European rival data analytics software and services company Analyx for an undisclosed sum.

Founded in 2017, Analyx specialises in data analysis, blockchain, big data, cloud computing, and business agility and has multi-national offices in Germany and Poland,

The company has a customer base of significant European businesses, with a focus on Germany and Switzerland and the acquisition is designed to extend Analytic Partners’ penetration in Europe and add significant analytics and software development talent.

The deal also expands Analytic Partners’ ability to deliver commercial intelligence to major brands in Germany and throughout Europe.

Analyx’s customer roster has enabled the analysis of $5bn in marketing spend over the last 12 months, with approximately 2,500 scenarios executed by customers over the last several years.

The Analyx acquisition builds upon the momentum of its 2024 acquisition of Magic Numbers, a leading analytics firm in the UK, further deepening Analytic Partners’ presence in Europe.

Analytic Partners president and CEO Nancy Smith (pictured) said: “We are 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.

“The values and mission of the Analyx team, under the leadership of Claudio Righetti and 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.”

Analyx founder and CPO Sascha Stürze added: “Joining Analytic Partners today is climbing the next S-Curve for us. 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.”