Analytic Partners to Buy UK's Magic Numbers

Miami-based firm Analytic Partners has agreed to acquire British marketing analytics company Magic Numbers, for an undisclosed sum.

Analytic Partners, which has a dozen offices around the world, taps analytics software and techniques to help clients gather in-depth knowledge concerning brands, consumers and competitors, and plan and optimize their marketing and other strategy. A month ago the firm appointed former Forrester measurement leader Tina Moffett as VP, Corporate Strategy and Development and Jason McNellis as VP, Commercial Analytics Ambassador.

London-based Magic Numbers helps clients hone their marketing approach by analysing response and 'testing hunches'; and also operates Magic Works, which provides practical training sessions on data use. The buys gives Analytic Partners a better foothold in the UK and other EMEA markets, and will help it to enhance its Commercial Analytics offer. The acquired firm will retain its brand at least initially, continuing to build its client base, but will 'gradually' be incorporated into the Analytic Partners network over time.

Analytic Partners President and CEO Nancy Smith (pictured) says her firm is 'a pioneer and innovator in moving beyond marketing mix modeling by championing a commercial lens on analytics, and by creating a technology platform to provide decisioning tools for the world's leading brands'. She says of the acquisition: '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'. Kits says her team are 'feeling full of optimism for the future that's opening up', adding: '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'.

Web sites are at www.analyticpartners.com and www.magicnumbers.co.uk .