After clicking the Download button above, you may see this screen:

It says the Verified publisher is Lumina Decision Systems to indicate the installer is digitally signed as authentic. If so press Yes.
After download, installation usually takes about a minute.
Follow the instructions in the installer.
When you see this screen, select Free 101 edition as shown:

After installation, you can launch Analytica from the Windows Start menu.
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To start your free trial of Analytica Optimizer:
1. Download the 32-bit or 64-bit installer
2. Double click on the downloaded installer to start it up.
3. When it asks you for an activation key, copy and paste this code into the dialog box: W4DP-N9F3-TW35-C6BN-6
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