Effectiveness expert Grace Kite sells consultancy Magic Numbers to Analytic Partners

Advertising effectiveness specialist Dr Grace Kite has sold her consulting business, Magic Numbers, to Analytic Partners, a consultancy and software provider with headquarters in the US.

Terms of the deal have not been disclosed, but The Media Leader understands that Kite will continue to play a prominent role in the Brighton-based business.

Kite told The Media Leader that multiple companies had sought to acquire Magic Numbers. She chose Analytic Partners because she “clicked” with its founder, Nancy Smith.

Analytic Partners will use Magic Numbers to increase its activity in the UK market. The business specialises in marketing mix modelling, a method for using econometrics to measure the impact of advertising on sales, and has a presence in 55 countries.

In an upcoming episode of The Media Leader Podcast, Kite said: “Many in the UK may not have known [Analytic Partners] that well… They tried for a long time to crack the UK, but have never been able to do it. And that’s where the partnership has come together.”