Visa and Analytic Partners, a global analytics solution provider, entered a multi-year strategic partnership to address commercial challenges merchants and brands face with AI-driven data analytics.
Together, Visa and Analytic Partners aim to enhance commercial analytics for merchants and brands. The two partners will use AI-driven data insights to improve marketing and brand spending, help businesses make informed decisions and optimize returns on advertising investments.
Initially, the partner companies will leverage their existing capabilities. Namely, Visa will harness its global merchant relationships and consumer spend insights, while Analytic Partners brings expertise in commercial decision-making to create new growth opportunities. As the partnership unfolds, Visa and Analytic Partners also plan to develop new and enhanced analytics solutions helping merchants and brands to turn insights into measurable business growth.
Analytic Partners’ commercial decisioning platform features powerful marketing spend optimization analytics. It uses machine learning (ML) and artificial intelligence (AI) to optimize marketing strategies, improve return on investment (ROI), and drive growth by integrating various data sources.
The platform provides insights into consumer behavior, sales performance, and media effectiveness. This predictive and prescriptive analytics allows companies to adjust their marketing and operational strategies in real time. The platform is also highly customizable, making it suitable for various business needs. With its help, businesses can enhance both their short-term and long-term commercial outcomes.
With Visa’s global customer base and merchant connections across more than 200 countries and territories, the commercial analytics platform will seamlessly expand its reach and boost the available consumer insights.
“Commercial Analytics helps merchants and brands understand which consumer and commercial levers to pull, so they can drive more actionable opportunities for growth. This can ultimately improve their ability to deepen customer loyalty and attract new customers. Visa’s global footprint, deep understanding of consumer spending and commitment to responsible innovation make them a great partner in revolutionizing commercial intelligence for merchants and brands around the world.”
Nancy Smith, CEO of Analytic Partners
The initiative will start in the U.S. with plans to expand globally later on.
Visa has been striking a range of deals with AI-empowered companies globally. Thus, in September, the payment leader agreed to acquire Featurespace to enhance its existing fraud detection solutions, offering real-time AI-based protection against payment fraud and financial crime. The payments company also launched a $100 million fund for generative AI startups in late 2023 along with AI advisory services.
