Through the partnership, ANA members will gain access to Analytic Partners’ return-on-investment data, which is based on marketing intelligence collected on brands across 45 countries.

Additionally, Analytic Partners will produce thought leadership at the ANA’s industry events, including the ANA Measurement and Analytics Conference and the ANA Masters of Marketing.

“Marketing measurement has never been more important”, said Bill Duggan, group executive vice-president of the ANA. “In today’s super-fragmented communications environment, brands  compete ferociously for consumer attention and data-driven decisioning is a valuable growth driver.  ANA is delighted to have Analytic Partners as a strategic partner as our members could benefit substantially from their insights.”

Omar Dennis, chief strategy officer, Analytic Partners, said: “This collaboration underscores  our commitment to providing innovative commercial analytics to leading brands. Data and analytics driven decisions are the future. We are committed to providing ANA members unique insights and actionable strategies to achieve their enterprise goals.”