Executive Team Archives | Analytic Partners

What Unified Marketing Measurement Misses About Growth

Unified marketing measurement combines methods into one number. Learn what it misses and how Commercial Analytics measures the full commercial picture to drive decisions.

Integrate with Elegance: Turning Experiments into Decision Advantage

More measurement doesn’t equate to better outcomes. The best measurement programs layer methods strategically, including experiments to drive decisioning across a full spectrum of business questions.

I Wrote Magic Quadrants: Here’s How I Read Them

Former Gartner MQ author Jason McNellis shares a 5-step framework to turn 60+ pages of vendor research into a stronger shortlist in under an hour

What MMM Accuracy Actually Means — and How to Test for It

Learn what MMM accuracy actually means, how to evaluate it, and why more frequent model iterations build organizational trust better than statistical metrics alone.

When Cookies Crumble, Build a Measurement Stack That Won’t

Attribution was already broken before cookie deprecation. Learn how Analytic Partners builds measurement stacks that are privacy-safe and finance-ready.

Why Your BI Tool Can’t Be Your Marketing Source of Truth

Most marketing teams are using the wrong source for their most important decision: where to put the budget. Learn why Commercial Analytics is the right source of truth for budget allocation, and what that means in practice.

Why CPG Brands Can’t Measure Retail Media with Retail Data Alone

Retailer data tells you what sold, not what your marketing caused. Learn how CPG brands can measure the true impact of retail media, including the off-platform halo.

Postcards from Cannes 2026: The Best Marketing Still Starts with Real Conversations

The takeaway wasn't a single big idea. It was a mood, a growing consensus that the industry is tired of shortcuts and ready to get curious again. AI isn't going to make someone fall in love with a brand.

From Measurement to Decisioning: Key Takeaways from NorthStar Connect 2026

In 2026, performance discussions are no longer limited to marketing teams. Investment decisions now demand a shift in commercial decision-making: integrating marketing, analytics, finance, and executive leadership.

Stop Day Trading Your Marketing Budget: Adjust Your Decisioning Discipline to Drive Growth

Day-to-day budget shifts feel decisive but misrepresent the true drivers of your business. There's a smarter way to bring speed to value, through 5 principles of commercial decisioning.