A recognized leader in measurement and optimization.

What We Do

We help you increase performance through analytics and insights.

Founded in 2000, Analytic Partners has grown to be the independent global leader in analytics consulting and technology. We help top-tier companies adapt to the rapidly-evolving world of data, analytics, and strategic and tactical decisioning.


Through integrated consulting services and technology, we drive business results for our clients through:

  • Holistic measurement and forecasting
  • Marketing optimization
  • Improved customer insights
  • Data-driven decisioning

Long-term Partnerships

We are true partners with our clients. We understand the ins and outs of your business and focus on long-term success.

Services & Technology Integration

Accurate and validated results are delivered in weeks rather than months. Our experts find the insights in your data for business impact.

Deep Experience

We have nearly 20 years in analytics with executive stability that stands out in a volatile industry.


We’re privately held with an unbiased approach and honest perspective; we have no conflicts or vested interests.

Acknowledged Excellence

Analytic Partners is a Certified Women-Owned Business, and a recognized leader in marketing measurement and optimization, and twice named Smart Data Agency of the Year by I-COM.

  • 150x Average value delivered relative to cost
  • 30% ROI improvement on average
Our Leadership Team
Nancy Smith CEO Analytic Partners

Nancy Smith

President and CEO

Nancy Smith founded Analytic Partners in 2000. Prior to starting AP, Nancy worked at ASI (now, Ipsos ASI) and Clairol (now, P&G) where she managed marketing insights projects, teams, and vendors. Nancy has an MBA degree from the University at Buffalo School of Management where she focused on econometrics, marketing, and international business. With AP, Nancy is proud to lead the world’s largest independent, global marketing analytics consultancy.

Jeff Driskill - CFO Analytic Partners

Jeff Driskill

Chief Financial Officer

As CFO, Jeff Driskill collaborates to identify strategic growth opportunities and oversees strategic and tactical matters as they relate to budget management, cost benefit analysis, and forecasting. With more than 20 years of experience in global finance, Jeff has facilitated acquisitions with Serious Eats and Tapad, elevated the New York Mercantile Exchange to a global company, and has driven millions in equity & debt financing. As a founding team member of Tapad, Driskill was central to its $360 million acquisition by Telenor in 2016.

Maggie Merklin EVP Analytic Partners

Maggie Merklin

Executive Vice President

Maggie Merklin leads Analytic Partners Global Client Engagement team and is responsible for client delivery excellence and creating long-term client partnerships. Maggie plays a key role in bringing new solutions and innovations to address evolving data, marketplace and business challenges in order to bring value to the analytics delivery process so that client organizations can make the most use of AP deliverables.

Terri Sage CTO Analytic Partners

Terri Sage

Chief Technology Officer

As CTO, Terri Sage oversees global technology and development and leads innovation for the company’s proprietary platform, GPS Enterprise. Terri brings over 30 years of experience in a variety of roles, across companies such as Raytheon, SAIC, and McGraw-Hill Education. She has helped companies focus on analytics and establish agile methodologies, while connecting IT with the development organization to streamline operations. Terri holds a BS in Computer Science and a MS in Systems Engineering from George Mason University, as well as a Ph.D. in Business from Capella University.

Hong Kin CSO Analytic Partners

Hong Jin

Chief Science Officer

Hong Jin oversees global Research & Development initiatives including Advanced Analytics, Methodology and Software Development. Hong has more than 20 years of experience in marketing analytics including optimization solution design and deployment. He has worked in both corporate and consulting environments across multiple industries. Hong graduated from Massachusetts Institute of Technology (MIT) with a Ph.D. degree.

Frieda Murphy Analytic Partners

Frieda Murphy

Vice President, Human Resources

Frieda Murphy drives HR strategy, organizational development, talent management and engagement for the company globally. Prior to this role, Murphy held several positions across Wyndham Worldwide where she supported many transformation efforts across the organization. She has also had positions as head of human resources and development for RCI’s Europe, Middle East, and Asia Pacific regions. She is based out of the company’s New York headquarters.

Joe LaSala VP Marketing Analytic Partners

Joe La Sala

Vice President, Marketing

Joe LaSala oversees global marketing efforts across branding, demand generation, sales enablement, and press and analyst relations. Based in New York, Joe has over 20 years of experience in marketing and communications for global technology and services companies. Joe earned his BA at Hobart College and an MBA at Zicklin School of Business – Baruch College.

Irene Gordon Analytic Partners

Irene Gordon

Vice President, Training

Irene Gordon oversees Analytic Partners’ North Star Academy which provides skills development and training for both Analytic Partners staff and clients. Irene works with subject matter and industry experts to ensure North Star Academy’s programs develop expert data scientists. Irene has 20+ years of experience building and managing training programs for software and services organizations including Vitech Systems Group and Goldman Sachs. Irene has an MBA from the NYU Stern School of Business.

Rich Gascoyne Analytic Partners

Rich Gascoyne

Senior VP, Business Development

Rich Gascoyne is responsible for partnering with Fortune 500 companies to enhance the effectiveness and efficiency of their marketing investments. Previously, Rich was President and Co-founder of EngageSciences, which was acquired by Wayin, upon which he was named CRO. He also served in executive roles at Vignette, Accenture and Claremont Technology Group. Rich is a graduate of the University of Notre Dame and author of the book, “Corporate Internet Planning Guide: Aligning Internet Strategy with Business Goals.”

Cynthia Whiting Analytic Partners

Cynthia Whiting

Vice President, Finance

Cynthia Whiting is a licensed CPA who brings over 20 years of experience in accounting and finance to her role as VP of Finance at Analytic Partners. Prior to joining the team, Cynthia spent several years at AOL, as well as Everyday Health, where she played an integral part in their 2014 IPO and subsequent sale. Her areas of expertise include working with start-up companies to develop strong financial structures, implementing internal controls, and system implementations.

Mike Menkes Analytic Partners

Mike Menkes

Senior Vice President

Located at Analytic Partners’ New York office, Mike Menkes has spent the past decade and a half helping grow Analytic Partners’ consulting services. Mike currently focuses on ROI Genome, key global clients and corporate initiatives centered on delivering client service excellence. Mike has a keen interest in identifying breakthrough insights and implementing processes to help clients make use of advanced analytics.

Fred Chassé - Analytic Partners

Fred Chassé

Senior Vice President

Fred Chassé has been with Analytic Partners for over 10 years, and he manages AP’s Denver office. Fred is responsible for client relationships across a number of industries with a wide range of analytic services. Fred is experienced in implementing complex analytic programs in organizations large and small. Fred is known for consistently driving marketing ROI improvements for many of AP’s clients.

Jenn Leire - Analytic Partners

Jenn Leire

Vice President

Based in New York, Jenn Leire leverages her deep digital expertise to help establish advanced analytics on behalf of Analytic Partners clients. Leire was previously VP of Account Management at Marketing Evolution, where she led key client engagements across industries including Retail, Financial Services and Automotive. She has also served as Consulting Manager, PMO, with Adobe and helped establish Dynamic Logic – one of the first digital tracking and measurement companies.

Aaron Baker - Analytic Partners

Aaron Baker

Vice President

Aaron Baker is based in AP’s New York office and is responsible for leading project teams to successfully execute marketing effectiveness engagements for large global brands. He has over 14 years of global consulting experience and specializes in econometric modeling, marketing optimization, and dynamic results reporting.

Paul Sinkinson - Analytic Partners

Paul Sinkinson

Managing Director, Australia

Paul Sinkinson is responsible for the Australian operations at Analytic Partners. With over 15 years of analytics experience, Paul has worked across many of Australia’s leading brands in Finance, FMCG, Logistics, and Travel. Paul has a passion for reducing the complexity of the fragmented marketing environment to create clear pathways for growth.


The World's Most Valued Companies Are Our Clients

We work with the world’s most valued global brands, and we take our clients’ privacy seriously. We do not publicly discuss our clients as we aim to support their business rather than our connection to them. As a global, independent consultancy, over nearly two decades we have worked across every major industry and region.



Our partnerships provide you with privileged access to powerful data and technology. You’ll increase customer understanding and leverage a wide marketplace of integrated offerings.

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