What the Ekimetrics Acquisition Means for Actable and Our Clients
Actable joined forces with Ekimetrics through a strategic acquisition. The decision reflects a shared belief that brands need clearer, more connected ways to measure marketing performance and unlock value from data.
This moment matters because marketing leaders are under growing pressure to prove impact. Budgets are scrutinized. AI is accelerating expectations. And too many organizations still struggle to connect spend, strategy, and customer outcomes. This partnership is designed to give marketing leaders a clearer path from spend to performance.
The combination brings together complementary strengths. Actable adds deep expertise in customer-level analytics rooted in the US market. Ekimetrics brings global scale, long-standing leadership in marketing mix modeling, and a strong presence in global markets. Together, the organization is positioned to help brands connect top-level marketing investment decisions to customer profitability with greater clarity and confidence through marketing performance analytics.
Why Ekimetrics and Actable Came Together
“The acquisition of Actable allows us to offer our clients a better integrated data and AI value chain, capable of delivering long-term impact for strategic decision-making and sustainable competitive advantages,” said Jean-Baptiste Bouzige, CEO of Ekimetrics. “This operation marks a key milestone in our ambition to deploy AI at scale, with core expertise in marketing and sales functions and a proven track record in developing new use cases. Actable brings unique depth that complements our historical expertise and strengthens our ability to meet the critical needs of our clients through a unique ‘platform & service’ model, combining high-value data and AI solutions with business experts who understand the operational complexity of large international groups.”
Ekimetrics is a global tech-enabled service with offices in Paris, London, New York, Shanghai, and Hong Kong. The firm has operated for almost two decades and has been scaling their business recently organically at a double-digital compound annual growth rate. Its work centers on marketing and commercial effectiveness, P&L optimization with deep expertise in marketing mix modeling, AI, and data-driven decision making for global brands.
Actable was founded to solve a complementary problem. Brands needed help turning customer data into decisions they could act on, and few partners could bridge engineering, analytics, and marketing execution in a practical way. Actable was built to deliver that connection and drive measurable outcomes at the customer level.
The acquisition brings these strengths together. Actable’s customer analytics capabilities extend and amplify Ekimetrics’ existing services, while Ekimetrics provides the scale and platform to accelerate that approach globally.
A Shared View of Marketing Performance
Both organizations align on a top-down and bottom-up view of marketing ROI. Marketing leaders need to understand how spend performs at the portfolio level and how it translates into customer-level profitability. The combined approach connects these perspectives in a single performance narrative.
This matters for CMOs because it enables better decisions in real time. Leaders can see where spend is effective, which customers drive value, and how campaigns contribute to growth. Marketing performance analytics becomes a tool for prioritization, not just reporting.
The timing reflects broader market shifts. As AI becomes embedded in marketing operations, brands need to move faster, integrate data more effectively, and turn insight into action. The combined scale of Ekimetrics and Actable supports that urgency by enabling faster innovation and broader solution delivery.
Focus on the US Market and Global Growth
The acquisition supports Ekimetrics’ further expansion in the US, where Actable has an established local team and client base. While Ekimetrics is well known in global markets, Actable strengthens its footprint in the US market.
Actable & Eki client bases are complementary, with no direct overlap. This creates meaningful opportunities across regions and industries while reducing risk. It also allows both organizations to introduce net-new capabilities to existing clients without disruption.
Partner ecosystems further reinforce this positioning. Momentum with Google Cloud, Databricks and related alliances strengthens technical credibility and expands access to platforms that matter to enterprise marketing teams.
Commitment to People, Culture, and Continuity
Cultural alignment was central to the acquisition. The entire Actable team is being retained to preserve continuity, morale, and client service quality. Actable will continue to operate independently throughout 2026, with the existing executive team responsible for client success and operations.
Employees gain access to broader resources, benefits, and back-office support while maintaining Actable’s mission and delivery standards. The approach reflects a shared belief that strong internal alignment drives better client outcomes.
“Joining Ekimetrics allows us to significantly accelerate our mission: helping organizations unlock the full value of their customer data with AI,” said Matt Greitzer, CEO of Actable. “By integrating Actable’s data management capabilities directly into the Ekimetrics platform, companies worldwide will be able to drive innovation, efficiency, and growth by relying on a single partner that unites business applications, trusted data, and artificial intelligence.”
What Comes Next
The focus for 2026 is clear. Continue delivering excellent client outcomes. Refine the combined marketing performance narrative. Invest in analytics, AI, and platform capabilities that support measurable impact.
For marketing leaders, this means a clearer path forward. Fewer disconnected tools. Stronger performance accountability. And a more direct connection between marketing investment and business results.
The long-term vision extends beyond 2026. The combined organization aims to build a scalable platform for marketing performance analytics that supports sustained growth, innovation, and client value across global markets.
Actable is excited to enter this next phase as part of Ekimetrics and to continue helping brands turn data into clearer decisions and stronger performance.
Conclusion
The discussions that led to this acquisition surfaced a consistent reality. The challenge is not the amount of data or the number of tools. The challenge is the lack of a clear path from insight to action at scale.
The Ekimetrics and Actable partnership is built to create that path. By connecting strategy, analytics, and execution, the combined organization helps marketing leaders move faster, measure what matters, and make decisions with confidence.
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