Analytic Partners, a multinational commercial analytics business, has closed on an agreement to acquire Magic Numbers, a UK-based marketing analytics firm.

The move is part of Analytic Partners' ongoing efforts to expand its leadership in the commercial analytics sector and increase its global reach.

Magic Numbers will continue to operate as an independent brand, gradually being incorporated into the Analytic Partners network. The acquisition is expected to enhance Magic Numbers' offerings and benefit from Analytic Partners’ scale, technology platforms, and global presence.

Analytic Partners has been recognized as a leader in The Forrester Wave™: Marketing Measurement and Optimization, Q3 2023 report. The acquisition of Magic Numbers follows recent expansion activities by Analytic Partners, including the opening of a Dallas office and the hiring of senior executives.

"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," said Analytic Partners’ President and CEO, Nancy Smith. "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."

Analytic Partners provides adaptive solutions for deeper business understanding and real-time planning and optimization – for marketing and beyond. Magic Numbers, on the other hand, is a London-based team that works with clients to find impactful numbers on business outcomes and empowers people to use those numbers to effect change.

"We're feeling full of optimism for the future that's opening up,” said Dr. Grace Kite, Founder of Magic Numbers and training brand Magic Works. “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.”