Innovations Improves Speed to Value for Customers

Analytic Partners, a global leader in Commercial Analytics, announced the new capabilities of Agile Learning, a testing platform. The new capabilities allow marketers to rapidly design complex tests, manage the execution of tests in market, and analyze the impact of key business experiments to optimize investments, drive growth, and make better decisions. Agile Learning goes far beyond validating models; it serves as a testing platform for marketing, pricing, store or location, and other enterprise-wide use cases. Agile Learning is available for marketers.

“Analytic Partners brings 25 years of expertise in understanding what CMOs need from measurement, including capturing the incremental impact of marketing,” said Nancy Smith, President and CEO of Analytic Partners. “We are delighted to announce new testing capabilities within Agile Learning. Agile learning is powered by Analytic Partners ROI Genome^® intelligence to minimize contamination and deliver more accurate test results for commercial decisioning.”

A Vital Need For Brands

In fast-evolving marketplace, Agile Learning has become essential for brands navigating shifting consumer demands, volatile supply chains influenced by regulatory changes, intensifying competition, and increasingly fragmented media landscapes. This dynamic approach empowers businesses to swiftly capture market shifts and precisely measure how in-market decisions affect key performance indicators such as conversion rates and revenue. Evolving beyond traditional marketing incrementality testing, Agile Learning now enables sophisticated experimentation across geographies, store locations, and audience segments. It provides real-time validation of test execution and continuous performance tracking throughout campaigns. Moreover, its applications extend beyond marketing—supporting operational and financial initiatives like pricing strategies, in-store activations, and product launches—making it a critical capability for brands aiming to stay ahead in a rapidly changing world.

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Enhanced features and benefits of Agile Learning

• ROI Genome insights to deepen experimentation. Our industry-leading Agile Learning tool fuses over 25 years of Marketing Mix Modeling (MMM) expertise with the deep Commercial Intelligence of ROI Genome—delivering a next-generation testing solution with unmatched precision and speed. This powerful combination enables brands to unlock accelerated insights and make smarter, faster decisions that drive measurable business outcomes.
• Decontamination to enhance accuracy. Decontamination approaches alter raw lift into adjusted lift, which allows for imperfect matches in both test and control groups, as well as unexpected events. This ensures that brands can be trust their testing results by accounting for all influencing factors.
• Commercial decisioning to deliver business impact. The integration of decisioning transforms how brands approach marketing planning—seamlessly embedding test results into budget allocation and strategic forecasting. This powerful synergy enables marketers to make data-driven investment decisions with confidence, ensuring every dollar is optimized for maximum impact.

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“We’ve continued to evolve Agile Learning to stay ahead of the dynamic needs of our customers: accurately helping them navigate uncertainty, ensuring a single version of the truth, and focusing on actionable, forward-looking decisions that can be validated in-market,” said Joshua Bane, Deputy Head of Product of Analytic Partners. “We have seen the usage of our platform for decision-making increase two-fold over the last six to nine months as brands have faced added external pressures. Agile Learning has enabled brands to be further empowered to address white space opportunities, experiment for success, and ensure continued business growth.”

“Forward looking decisioning is the future. The impetus for Commercial Analytics is our understanding that brands need to move beyond backward-looking advertising ROI report cards to a faster and more holistic look at total commercial performance. Agile Learning strengthens our ability to demonstrate how decisions drive commercial growth,” said Nancy Smith.