Whitepaper Archives | Analytic Partners

The Myths & Truths of MMM: How Senior Leaders Use Analytics to Make Commercial Decisions

This paper reveals the myths and truths of MMM and offers a new decisioning approach for 2027.

The CFO Playbook

This whitepaper advocates for the integration of Commercial Analytics into the finance toolkit, providing a robust solution for enhanced financial planning and analysis (FP&A) that drives topline and market share growth by encompassing all business drivers, from marketing to operations to pricing and external factors.

Responsible AI for Strategic Decisioning

Analytic Partners uses advanced AI, including machine learning, agentic AI and generative AI, to enhance its GPS Enterprise® platform and associated ROI Genome® embedded intelligence. The company's approach is measured and proactive, with a focus on building secure, trusted applications with the necessary human oversight to ensure accurate Commercial Analytics models.

United in Growth: Transforming Shareholder Value Through CFO-CMO Collaboration

Learn how a collaborative CFO-CMO approach that aligns on ROI and common success metrics ultimately increases shareholder value.

Discover the Impact of Commercial Analytics

Analytic Partners elevates measurement beyond MMM to empower brands with a commercial view, leading to 495% ROI over three years.

Attribution: Is It Doing More Harm Than Good?

Can attribution still deliver granular, actionable results? Or is now the time for forward-thinking leaders to adopt to a more unified view?

Build vs Buy: The Pros & Cons of In-Housing to Elevate your MMM Program

Organizations looking to elevate their MMM program to a Commercial Analytics solution have a very weighty question awaiting them.

Calibrating with Chaos

A whitepaper that deep dives into the most dangerously overlooked sources of “noise” in incrementality experiments in marketing mix models.

CFO and CMO Strategy Guide: A Collaboration to Drive Growth

In many organizations, the disconnect between CFOs and CMOs comes down to agreeing on which metrics really matter. Finance is often skeptical of initiatives without immediate ROI, leaving Marketing with the burden of justifying equally important long-term initiatives with harder-to-track returns.

Generative AI in Marketing Measurement & Optimization

It’s no secret that Generative AI is a hot topic. While AI and Machine Learning (ML) have been powering brands for some time, the recent explosion of generative AI has created a new wave of promising technologies for marketers; however, they introduce new risks and potential pitfalls.