Last week, we hosted our annual, customer-only NorthStar Connect (NSC) event in Scottsdale, Arizona. It was a special moment for our entire team as we celebrated a quarter-century of innovation and marked Analytic Partners’ 25th anniversary with top brand leaders who have helped shape not only our journey but Commercial Analytics as a whole. Attendees included cross-functional teams from 40 brands across Analytic Partners’ global footprint.
The event featured three days of workshops, dynamic brand speakers, expert panels, and sessions from the Winterberry Group and Jason Bevan, former Head of Creative Development at Warner Bros. Studios.
Beneath the action-packed agenda, however, one theme resonated most clearly: the importance of trust. In a world that changes rapidly every day, brands need measurement they can trust and act on confidently. The ability to align on critical decisions and maintain agility amid unprecedented change requires a trusted partnership. This partnership is what allows brands to evolve to meet the world where it is today and where it will be tomorrow.
The Future is Now: Enterprise Strategy & Creative Intelligence
This year’s agenda focused on key topics shaping marketing and Commercial Analytics. We explored themes such as building AI with intention, extending influence beyond your marketing team by partnering with finance for long-term growth, as well as balancing speed and depth of insights across complex portfolios. We examined the benefits of leveraging commercial decisioning to drive sustainable growth, scenario planning for future unknowns, and the undeniable importance creative plays in boosting ad performance. Successful marketing leaders are shaping enterprise strategy and leading transformation by integrating marketing into their business operations. Their success and influence stem from the very trust and confidence they’ve built, now giving them a seat at the table as changemakers at their organizations.
So, what’s next for marketing analytics? All signs point to an increased partnership between the CMO and CFO, more cross-functional alignment on data, and Creative Intelligence —harnessing the power of AI to rapidly optimize creative versions for a specific person and placement. We are excited about what this means for the future Commercial Analytics.
Invaluable Connections, Shared Success
Innovative ideas are most valuable with a clear path to implementation. That’s why this event is so more than just an industry conference; it brings together the brightest minds in marketing and measurement to discuss not just hot topics, but how to drive organizational change with them. The result? A community of brand, finance, and marketing leaders who can share their experiences, journeys, and similar challenges. It’s a unique space that gives leaders a chance to share their successes and learn from peers in a closed-door environment. It’s a rare opportunity to step outside of the day-to-day and be energized by the potential.
I often see customers hesitant or even skeptical before attending an NSC event. Take one customer, a global retailer, for example. It wasn’t until he attended that he realized how Commercial Analytics isn’t just a measurement solution, it’s a decisioning capability that breaks down organizational silos and speeds up growth. Hearing directly from his peers was instrumental because it provided him with tangible examples of not only how impactful a program can be, but also the steps needed for implementation at his own organization.
Looking Ahead: Trust, Intelligence, and Growth
The energy in Scottsdale demonstrated that effective commercial decisioning is built on two pillars: trusted partnership and a clear vision for the future. The ability to align on enterprise strategy and embrace new frontiers like Creative Intelligence will be the formula for driving results. We thank all our brand leaders for contributing to this essential dialogue and look forward to continuing this collaborative journey toward your next quarter-century of driving growth.
