New landmark research from Analytic Partners, titled Empower Your Analytics: How Leaders Operationalize Decisioning and Generate Millions in Returns, reveals a significant performance gap between a minority of top-performing advertisers and the rest. Based on a verified sample of 455 senior decision-makers from organizations with annual marketing budgets over $100 million, the study identifies only 22% of organizations as 'Empowered Organizations.' These entities achieve substantially higher return on investment (ROI) by embedding analytics into enterprise decision-making processes, rather than using analytics solely for reporting and measurement.
Key Findings from the Research
Empowered organizations generate an average of $40 million in incremental sales, with some reaching up to $120 million, compared to their competitors. They also see an additional $40 in ROI per $100 of media investment. Furthermore, 89% of finance respondents in these organizations view marketing as a value driver, and they are 58% more likely to favor commercial analytics solutions over standard approaches.
Strategic Decision-Making Methods
The research outlines strategic methods across marketing, finance, and analytics that drive higher ROI. These methods rely on advanced analytics frameworks prioritizing commercial analytics, enabling organizations to operationalize decisioning and improve agility.
Analytic Partners will present detailed findings at the Gartner Marketing Symposium/Xpo in Denver, Colorado, on June 10, 2026. The presentation, titled 'From Data to Expertise: A New Standard for High-Stakes Decisioning,' will be delivered by Jason McNellis, VP & Commercial Analytics Ambassador at Analytic Partners.
Industry Perspective
'It is no longer enough for organizations to simply measure marketing performance – competitive advantage now belongs to brands that operationalize analytics into enterprise decision-making,' said Nancy Smith, President and CEO of Analytic Partners. 'Our research reveals a widening divide between organizations using analytics to report on the past and those using commercial analytics to shape future growth, improve agility, and drive millions in incremental returns. The organizations pulling ahead are not just more data-driven; they are decisively analytics-empowered.'
