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 analytic solutions. We help top-tier companies adapt to the rapidly-evolving world of data, analytics, and strategic and tactical decisioning.


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.

Powerful Technology

Accurate and validated results are delivered in real time at the right time to uncover insights in your data for business impact.

Deep Experience

We have over 20 years delivering expert consulting integrated with technology 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, where she managed forecasting and analytics. 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 solution provider.



Jeff Driskill - CFO Analytic Partners

Jeff Driskill

Chief Financial Officer

As CFO, Jeff Driskill collaborates to identify strategic growth opportunities and oversees 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

Chief Client Officer
  • Maggie Merklin has been an invaluable resource within Analytic Partners for 20 years. Maggie leads our Client Engagement Teams, and partners with our Product and Business Development teams to drive AP’s growth and development. Maggie plays a key role in bringing new solutions and innovations to address evolving data, and both marketplace, and business challenges.


Hong Kin CSO Analytic Partners

Hong Jin

Chief Science Officer
  • Hong Jin, MIT Ph.D, has been with AP for over 13 years, and leads our global R&D initiatives including Advanced Analytics, Methodology, Software Development, data science, AI, Augmented Analytics, and other innovations. 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.


Omar Dennis

Omar Dennis

Chief Strategy Officer

Omar Dennis has been with Analytic Partners for over 20 years. Prior to AP, Omar was a co-founder of DBexchange, a SaaS marketing database start-up. Omar has a J.D. from the University at Buffalo School of Law, where he focused on Corporate Finance, Tax, and Intellectual Property.

Rich Gascoyne Analytic Partners

Rich Gascoyne

SVP, Business Development

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

Joe LaSala VP Marketing Analytic Partners

Joe LaSala

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.

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Peter Kutrubis

Vice President, IT
  • Peter brings a wealth of global experience across a wide range of infrastructure (network, data & cloud), business continuity, security, and enterprise SaaS technology solutions. His most recent roles include senior roles at Reval, Bottomline Technologies, and Allegient Systems.
Susan Tillou

Susan Tillou

SVP, Head of Global Partnerships

Susan brings 18+ years of  experience to Analytic Partners. She spent over 12 years at Kantar, where she led global partnerships and managed Kantar’s multi-market audience targeting portfolio. Susan is focused on building out strategic partnerships that will enrich the Analytic Partners offering and enable greater depth of insights for clients.

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.

Konstantinos Spetsaris

Konstantinos Spetsaris

Senior Vice President

Based in the NYC office, Konstantinos brings more than 20 years of expertise in marketing analytics and consulting leadership. He has held senior positions at analytics firms including (m)PHASIZE and Nielsen. He has also held roles at The Modeling Group and MMA (Marketing Management Analytics).

Fred Chassé - Analytic Partners

Fred Chassé

Senior Vice President

Fred Chassé leads AP’s Denver and Charlottesville offices. Fred is responsible for client relationships across a number of industries with a wide range of analytic services. 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.

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Jun Cao

Vice President, Asia

Based out of our Shanghai office, Jun is responsible for Asia operations at Analytics Partners. With 15+ years of analytics experience, Jun brings innovative solutions and high-value consulting skills to help global and local clients drive analytic adoptions in Asia. Jun holds a Ph.D. degree from Temple University in the US and a bachelor’s degree from Peking University in China.

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.

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Jonathan Barrett


Jonathan is leading Analytic Partners’ EMEA business from the London office. He brings a wealth of experience in growing businesses and creating customer value, gained in leadership roles at technology brands such as Cisco, Dell and Microsoft. More recently, as SVP, EMEA & APAC at Datminr, he was responsible for the go-to-market and hyper-growth of the award-winning SaaS AI and Machine Learning platform.

Kevin O'Farrell Analytic Partners

Kevin O'Farrell


Based out of our Dublin office, Kevin brings 15+ years of analytics experience to his role as Associate Vice President, EMEA where he helps major brands grow across the globe. Originally from an academic background, Kevin is interested in going beyond the sales impact of marketing, looking at a bigger picture.

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Maren Seitz

Head of DACH
As the Head of DACH, Maren Seitz oversees the brand’s expansion in the German-speaking region, as well as the strengthening of existing and new client relationships. After ten years in Australia, where she worked for Ipsos, among others, she returned to Germany in 2017. The marketing expert has 15+ years of experience in research-based consulting with a focus on marketing effectiveness, touchpoint and media strategy.
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Andy Gallagher

Vice President, UK

Andy is heading our London office and has more than 20 years of experience in marketing and digital measurement. He spent the last seven years leading a Media & Analytics Measurement Consultancy for Kantar in various international locations. Prior to this, he spent eight years at media conglomerate NBC Universal in New York overseeing research and analytics in the News & Sports division.

Preeti Croke

Preeti Croke

Vice President

Based out of our New York office, Preeti Croke brings 15+ years of analytics and measurement experience to her role on Client Engagement. Previously Preeti helped build out Analytic Partners’ Product Management and Commercial Success functions and brings a unique understanding of how to leverage our technology to fuel key outcomes for our customers.


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 15 years of global consulting experience and specializes in econometric modeling, marketing optimization, and dynamic results reporting.

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Mike Storms

Vice President

Mike Storms is focused on creating valuable connections between AP and its corporate and data partners.  Mike brings leadership experience in architecting data strategies and developing solutions to the role.  Mike has a BSE from Princeton University and has led large analytic departments for leading agencies.

Kristin Moody

Kristin Moody

Vice President

Kristin Moody brings over 20 years of analytics experience to her role as Vice President, Data Analytics & Client Engagement Team at Analytic Partners. Throughout her 17+ year journey with AP, Kristin has worked across a variety of industries, including hospitality, to deliver robust and innovative analytic solutions. Kristin holds a B.S. in Chemistry from the University of Richmond.


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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