Agency Case Study · Commercial Analytics & Measurement

Analytic Partners already owns “decisioning.” Its next move is to claim the two conversations moving fastest — measuring the AI you can't see, and planning for the shock.

SOMIN read 24 months of Business-Owner-directed content from Analytic Partners and three measurement rivals — Nielsen, Kantar and Ekimetrics — cross-checked against a 7-voice practitioner panel, then turned the patterns into three whitespace-backed editorial pillars, a 13-week/39-post calendar, and a 108-piece creative library — built in days, not weeks.

A SOMIN cross-market briefing · Jul 2024–Jul 2026 · Organic + paid · Business Owners audience

Download the full creative set Book a call

Months of category data

Whitespace-backed pillars

39/13wk

Auto-generated calendar

24 months, three converging trends

The Trend

The conversation is accelerating, not fading.

Content directed at Business Owners is at its highest in the most recent window — 262 items in 2026 Q2, up from just 7 when SOMIN's 24-month read begins in 2024 Q3. Two forces are driving the surge: Measurement → Decisioning, the category's persistent #1 territory (7→96 items/quarter, sustained and verified against the prior year), and AI-Era Measurement, which barely existed a year ago and is now the largest late-window theme (0→84, verified genuine — the practitioner panel already leads it at 44%).

✓ Read 24 months of Business-Owner-directed content from Analytic Partners, Nielsen, Kantar and Ekimetrics — 12 trend windows, each direction confirmed against the prior year.
✓ The same persona — The Growth-Accountable Marketing Leader — anchors Business-Owner content in all 12 windows: a stable spine to build editorial on.
✓ AI-Era Measurement is a genuine rise, not a blip: effectively absent across the first year of windows, then growing to the largest late-window volume.
✓ Prove Growth — ROI & Brand×Performance is the category's single biggest live theme (35% of the last-90-day competitor set) — a category commons, not an AP-ownable gap.

The Whitespace

Three verdicts: convert, lead early, claim first.

SOMIN scored six content territories by Analytic Partners' share of its own content against Nielsen, Kantar and Ekimetrics — then cross-checked each against a 7-voice practitioner panel writing for the same audience. Three territories carry the clearest verdicts and became the editorial pillars below.

Partial · Convert

Attribution → Commercial Decisioning

50%

22%

AI-Era Measurement & Visibility

22%

Plan for Volatility

11%

The SOMIN engine behind every recommendation.

Every recommendation in this briefing traces back to a SOMIN record — trend studies, whitespace scoring, and a persona → tension → story → proposition chain, not a guess. Five layers of SOMIN analysis sit behind it.

Product

One brand (Analytic Partners) · one flagship platform (GPS Enterprise®, powered by ROI Genome®) · measured against three named competitors — Nielsen, Kantar, Ekimetrics.

Content

One persona → three tensions → three angles → three stories → 21 propositions → a 13-week calendar. The engine below is one permutation of that chain.

Trend

12 trend windows across 24 months (Jul 2024–Jul 2026) across all four brand profiles, each direction confirmed against the prior year.

Whitespace

Brand vs. competitor share within each cohort — a three-cohort read (Analytic Partners n=62 vs. competitors n=312 vs. a 7-voice practitioner panel n=36).

Insights

Persona → tension → angle → story → proposition — the engine that fills the calendar, validated against real engagement (8,341 / 8,164 / 9,298) across the three insight chains.

The Pillars

Three pillars, one challenger throughline.

Pillar 1 of 3 · Partial · 40%

Decisioning Beats Measurement

The play — “The Metrics That Bind”: reposition Analytic Partners from measuring the past to deciding the future. Business-Owner content is saturated with the failure of outdated attribution and vanity metrics, but nearly all of it stops at measuring what happened. AP already over-indexes its own content here (50% vs. the category's 22%) — the move is converting that presence into category leadership and making “Commercial Decisioning” the category's term.

RTB: GPS Enterprise® (ADAPTA · AMP® · PROPHET) + ROI Genome® · Proof: Gartner MQ Leader 2025, Forrester Wave Leader Q1 2026

Pillar 2 of 3 · Emerging · 34%

Measure the AI You Can't See

The play — “Simplicity Cuts Through the Noise”: AI now sits between brands and buyers, shaping recommendations and demand that traditional attribution never sees. It's the practitioner panel's #1 theme (44%) and Kantar-led in the category (22%), while AP is nearly silent (~3%) — an emerging territory AP can lead before the category consolidates its language.

RTB: ROI Genome®'s cross-brand learning quantifies AI-influenced demand and halo effects channel-level attribution misses

Pillar 3 of 3 · Whitespace · 26%

Plan for the Shock

The play — “Breaking the Mold”: static annual plans and siloed teams break the moment conditions change: energy shocks, tariffs, demand swings. It's the practitioner panel's #2 theme (36%) while neither AP (11%) nor competitors (~3%) own it — the cleanest open territory, and the moment to reframe AP from measurement vendor to operating system for decisions.

RTB: GPS Enterprise® scenario planning + Agile Learning · Proof: +$75M growth on the same spend (Forrester TEI)

The Calendar

A 13-week rhythm, generated automatically.

3 posts a week × 13 weeks = 39 posts, organized into contiguous pillar blocks so each territory builds before handing off: Decisioning Beats Measurement opens the quarter in August, Measure the AI You Can't See carries September, Plan for the Shock closes into October.

Sample lead posts

Aug 4DecisioningThe Metrics That Bind — why measuring the past isn't deciding the future

AugDecisioningResearching advanced measurement solutions

SepMeasure AIThe Weight of Choices — measuring the AI-shaped demand you can't see

SepMeasure AIIdentifying AI's impact on marketing

OctPlan ShockBreaking the Mold — plan for volatility with always-on decisioning

The creative library

108 creative expressions were generated across the 3 pillars and 3 funnel stages — 12 concept types per stage, rendered in Analytic Partners' brand identity. A sample of concept types:

Statistic / insight hookTOFU

Comparison / “vs the old way”MOFU

Objection handler / FAQMOFU

Assessment / auditBOFU

Direct CTA / “get started”BOFU

Concepts are grouped by funnel stage — Awareness (TOFU), Consideration (MOFU), Conversion (BOFU) — across all three pillars and the primary persona, The Growth-Accountable Marketing Leader.

Key Strategic Findings

Three moves for the next two quarters.

Own “decisioning,” not “measurement.” Analytic Partners already leads its own category conversation (50% vs. 22%). Double down: reframe every asset from measuring the past to deciding the future, and make “Commercial Decisioning” the category's term.

Claim AI-era measurement before the category does. The practitioner panel and Kantar are building the AI-measurement conversation (44% / 22%) while Analytic Partners is nearly silent (~3%). Publish the answer — quantified with ROI Genome® — now.

Plant a flag in “plan for volatility.” No one owns integrated, always-on decisioning for shocks (panel 36%, AP 11%, competitors ~3%). Lead it with GPS Enterprise® scenario planning and the +$75M reallocation proof.

Everyone else measures what already happened. Analytic Partners plans what happens next.

From The Deck

Inside the 108-piece creative library — by funnel stage.

9 concepts cherry-picked from the real 108-piece library — one per pillar, per funnel stage — shown large enough to actually read. This deck's creative library was not run through a clickability-scoring pass, so none of the 108 concepts carry a predicted-performance badge — every card below is shown exactly as generated, honestly unscored. Organized the way the source itself organizes them: Awareness (TOFU), Consideration (MOFU), Conversion (BOFU), across all three pillars. Click any image to view it full-size.

TOFU · Awareness

One pick per pillar — no ask yet

Analytic Partners TOFU concept tile: a red ribbon arrow rising past dark stacked-block stairs beside a small donut chart, headline 'Marketing doesn't have a measurement problem. It has a decisioning problem.' — Pillar 1 · Decisioning Beats Measurement
“Marketing doesn't have a measurement problem. It has a decisioning problem.” Editorial / thought-leadership concept (P1-T-01).

Analytic Partners TOFU concept tile: a silhouetted figure standing between two dark tunnel-like arches with data dots streaming down from above, headline 'AI now sits between you and your buyer, and your attribution can't see it.' — Pillar 2 · Measure the AI You Can't See
“AI now sits between you and your buyer — and your attribution can't see it.” Problem / tension-framing concept (P2-T-02).

Analytic Partners TOFU concept tile: a jagged red shock line breaking across grey rolling hills in front of a rising bar chart, headline 'Your annual plan is one shock away from irrelevant.' — Pillar 3 · Plan for the Shock
“Your annual plan is one shock away from irrelevant.” Provocation / status-quo-challenge concept (P3-T-03).

MOFU · Consideration

One pick per pillar — the case for switching

Pillar 1 · Decisioning Beats Measurement

“How one brand freed $75M of growth without adding a cent of budget.” Case-study-teaser concept (P1-M-11).

Analytic Partners MOFU concept tile: two dashboard panels side by side, a plain grey chart on the left transforming into a red upward-trending chart on the right, headline 'ROI Genome quantifies the AI-shaped demand traditional models miss.' — Pillar 2 · Measure the AI You Can't See
“ROI Genome quantifies the AI-shaped demand traditional models miss.” Product-capability concept (P2-M-01).

Analytic Partners MOFU concept tile: a grey 'old way' panel of static hanging documents beside a red 'new way' panel of connected icons around a central dot, headline 'The annual plan reacts late. Always-on decisioning moves with the market.' — Pillar 3 · Plan for the Shock
“The annual plan reacts late. Always-on decisioning moves with the market.” Comparison / “vs the old way” concept (P3-M-03).

BOFU · Conversion

One pick per pillar — the ask

Analytic Partners BOFU concept tile: a large 3D gauge dial with a red needle pointing high, beside a small red-and-grey bar chart, headline 'Get a decisioning-readiness check on your current measurement.' — Pillar 1 · Decisioning Beats Measurement
“Get a decisioning-readiness check on your current measurement.” Assessment / audit concept (P1-B-06).

Analytic Partners BOFU concept tile: a funnel of scattered dots narrowing to a red target, with a five-star-rated feature row and a calendar booking button below, headline 'See ROI Genome reveal the demand your reports miss.' — Pillar 2 · Measure the AI You Can't See
“See ROI Genome reveal the demand your reports miss.” Demonstration-request concept (P2-B-02).

Analytic Partners BOFU concept tile: a red rising line over grey and black dot-textured hills, above a red CTA button with an arrow, headline 'Get in touch and plan for the shock before it lands.' — Pillar 3 · Plan for the Shock
“Get in touch and plan for the shock before it lands.” Direct-CTA / “get started” concept (P3-B-12).

Questions

About this case study.

What is a SOMIN cross-market briefing?

A SOMIN cross-market briefing is a data-backed read of a category built from a real analysis of organic and paid content. SOMIN reads a year or more of content from the brand and its named competitors, cross-checks it against a practitioner or creator panel writing for the same audience, then turns the patterns into trend analysis, whitespace mapping, editorial pillars, and a publishing calendar. This example covers 24 months of Business-Owner-directed content from Analytic Partners, Nielsen, Kantar and Ekimetrics, cross-checked against a 7-voice practitioner panel.

How does SOMIN measure content whitespace against competitors?

SOMIN scores each content territory by a brand's share of its own content mix against the same share for its competitors, never raw post counts, since cohorts are rarely the same size. In this briefing, Analytic Partners' 62-item cohort was read against a 312-item competitor cohort and a 36-item practitioner-panel cohort. A territory where the brand and competitors are both quiet but the panel is loud, like Plan for Volatility at 36% of panel content versus 3% of competitor content, is flagged genuine whitespace.

What is the 'five layers' SOMIN analysis engine?

SOMIN's analysis engine runs five layers behind every recommendation: Product (the brand and its named competitors), Content (persona to tensions to angles to stories to propositions to calendar), Trend (multiple trend windows checked against the prior year), Whitespace (brand vs. competitor share within each content cohort), and Insights (the persona-to-proposition chain that fills the calendar). In this briefing, that engine produced 21 propositions across three pillars from a single persona, three tensions and three stories.

What's included in the briefing's calendar/content recommendations?

The briefing includes a 13-week, 39-post publishing calendar organized into contiguous pillar blocks, plus one fully-written lead post per pillar covering channel, message and call to action, and a 108-piece creative library spanning all three pillars across Awareness, Consideration and Conversion funnel stages.

How long does this kind of briefing take to build?

This briefing — 24 months of category research across four brands and a practitioner panel, three whitespace-backed editorial pillars, a 13-week/39-post calendar, and a 108-piece creative library — is the kind of work SOMIN's platform typically completes 13x faster than manual research workflows.

About SOMIN

SOMIN is a Singapore-based deep-tech platform that turns real-time competitor and audience intelligence into market-ready creative ideas — typically 13× faster than manual research workflows. SOMIN serves clients including P&G, Audi, Ferrari, Gojek, Abbott, Citi, KFC, Nestlé and McDonald's across 11+ markets, through agency partners including Dentsu, OMG, GroupM, Havas and Publicis.

Gartner Cool Vendor · Marketing AI

Singapore GenAI Sandbox · IMDA / Enterprise SG

Featured by Google Cloud

See the full briefing — every chart, every proposition, every creative.

This page covers the headline findings. The full PDF includes the complete trend and whitespace charts, all 21 propositions across the three pillars, the full 39-post publishing calendar, and the 108-piece creative library.

Download the full creative set Book a call

Free PDF · No spam · Takes 15 seconds