Analytic Partners named Forrester Wave Leader for 2026

Analytic Partners has been named a Leader in The Forrester Wave: Marketing Measurement and Optimisation Services, Q1 2026 report.

The company said it ranked highest in the Current Offering category and scored among the highest in the Strategy category. It also said Forrester assessed providers against 31 evaluation criteria.

Analytic Partners said the Forrester assessment followed other analyst firm recognition. The company said it was named a Leader in the 2025 Gartner Magic Quadrant for Marketing Mix Modeling Solutions. It said Gartner ranked it Highest in Execution and Furthest in Completeness of Vision. It also said it received the highest scores across eight Critical Capabilities for MMM Solutions in a companion report.

Nancy Smith, President and CEO of Analytic Partners, said the firm's focus remained on decision-making and measurement programmes for large organisations.

"In an era of unprecedented change, C-suite leaders are demanding the ability to make better decisions faster," said Nancy Smith, President and CEO of Analytic Partners.

"For us, being named a Leader by Gartner and now Forrester validates our mission and our team's dedication to transform data into Commercial Intelligence to enable enterprise decisioning," said Smith. "Our goal is to provide adaptive tools like GPS-Enterprise that empower brands to move beyond marketing and drive enterprise decisioning, optimizing their entire commercial footprint on a global level."

Evaluation detail

Analytic Partners said Forrester gave it the highest ranking among providers in Current Offering. The company said Forrester ranked it among the highest in Strategy. Analytic Partners also said the report reflected above average customer feedback.

The company listed areas where it said it received the highest possible scores across 21 of the 31 criteria. It highlighted scenario planning, talent strategy, global delivery strategy, innovation, change management consulting, and training and literacy.

Analytic Partners also cited report commentary on its approach to delivery. It said the report described a systematic approach that includes extensive stakeholder interviews and prescriptive engagement playbooks. The company said the report linked that approach to strengths in data quality and taxonomy, business strategy, and brand portfolio consulting. It also cited onboarding as a strength.

Analytic Partners said the report covered its product suite of ROI Genome and GPS Enterprise. It said the report stated the suite "provides superior scenario planning, campaign-level measurement, outside factor analysis and benchmarking."

Global delivery

Analytic Partners described its delivery model as a key part of its offer for multinational clients. The company said it has more than 600 onshore consultants across localised markets. It also said it runs NorthStar Academy as a centralised hub for client and employee training, workshops, and thought leadership.

The company said acquisitions have expanded its talent pool. It named Magic Numbers and Analyx as additions to the group. It said those deals strengthened its work with multinational enterprises.

Analytic Partners also cited a Forrester statement about client sentiment and use cases. It quoted the report as saying: "Customers praise AP's strategic thought partnership, global footprint, and positive return on investment...Global enterprises looking to get started with advanced measurement or needing education and support to build a culture of measurement should consider partnering with Analytic Partners."

Maggie Merkle, Chief Customer Officer at Analytic Partners, linked the recognition to customer-facing teams and the firm's delivery model.

"While technology is the engine, our people and localised expertise are what drive real transformation for our clients," said Maggie Merkle, Chief Customer Officer at Analytic Partners. "Being recognised for our global delivery and talent strategy is, for us, a testament to the strength of our Customer Engagement Team. Combined with our superior technology, we ensure our customers see a positive return on their measurement investments through a strategic, well-supported partnership."

Product and partnerships

Analytic Partners also pointed to investment in product development and partnerships. The company said it reinvests revenue into initiatives that it said focus on customer growth and technological advances.

It said its product work includes "AI-powered insights and dynamic analysis". It said this work links to forecasting accuracy and decision-making speed for customers.

Analytic Partners also said it has strategic partnerships. It highlighted an exclusive partnership with Visa. It said that arrangement provides clients with "unique share-of-wallet and loyalty insights."