Principia Analytics

Marketing Solutions Architects

Experience that matters, Solutions that inspire

All companies have experts, and so do we. The difference is, at Principia Analytics, our experts aren’t just CS or math experts, they are that and digital media buying, website, and eCommerce experts. That gives us a unique perspective. A view into what you do every day as digital marketers and how to provide useful solutions. It is the lens that all of our products are built under, and it means that our solutions are geared towards increasing the efficiencies of your workflow and improving the results of your campaigns. Maybe you are having trouble with understanding how upper funnel media is affecting sales and media down funnel. Maybe you’re tired of wasting hours of valuable talent’s time gathering data from vendor UIs. Maybe you want to increase the professionalism of your media reports or improve the performance of your SEM or RTB campaigns. We get it. We’ve been there too, and we can help. We specialize in digital attribution, media tagging and site tag management, automated reporting, creative testing, and digital media optimization strategies. But that isn’t the sum of who we are. We are about uncovering the real stories and insights in your data. We are about revealing your consumer from every angle. We are about helping you push your business forward in ways you never imagined. We are Principia Analytics.



Understand digital media's true effectiveness in complex and varied consumer environments.

Robust Reporting

Automated reporting that delivers fast, actionable, visualization so that you can spend less time data munging and more time analyzing.

Advanced Optimization

Sophisticated testing and optimization techniques that elevate media performance and save you time and money.

DGP Consulting

A data generation process (DGP) defines what data sources you leverage and how these are collected, transformed and managed. Produce valuable data sets each day


CausedCommerce Suite

Marketing Solutions Architects

Our award-winning CausedCommerce suite is unique because it measures your media’s effectiveness at driving incremental sales. Incremental sales are sales that occurred because of your digital media. When you optimize to incremental sales you are more effectively optimizing your marketing towards affecting your bottom line.

The CausedCommerce suite was designed to provide a comprehensive media tracking system, an effective incrementality measurement platform, a multi-touch conversion attribution system, and an automated reporting view that makes optimization easy, all in one platform.  The elements in each of our optimization dashboards aligns with a way that programmatic buyers can optimize media to improve performance. Our attribution platform runs millions of tests per day per client to give you accurate performance data updated daily. Our tracking allows us to capture more data across more channels in a non-personally identifying way to provide you with an in depth understanding of your consumer without violating their privacy.

  • Full view and click based tracking (not UTM based which is click only)
  • Cross-device graph technology
  • Cookieless device fingerprint tracking
  • Geographic measurement based on IP locations
  • Device measurement based on OS
  • Fully customizable conversion pixels for advanced data capture
  • Filterable, interactive, and customizable dashboards deliver quick insights on:
    • Geo-fencing performance
    • Day-part effectiveness
    • Media placement effectiveness
    • Seasonality
    • Media allocation effectiveness
    • Performance trending
  • Refreshed daily
  • Live access via the web
  • Multi-level data security
  • Fully downloadable graphics, reports, and data
  • Incrementality measured via Rubin Causal Model frameworks
    • Results of incrementality measurement are at a consumer ID level
  • Position agnostic Markov chain models are utilized for fractional attribution
    • Model weightings driven by consumer behavior data

Solutions Architects

Team of Experts

Fred Askham


Principia Analytics Marketing Data Analyst, Marketing Attribution Specialist Fred Askham is the director of analytics at Principia Analytics. The Data, Analytics, and Decision Sciences (DADS) team that he leads focuses on the use of technology and statistical methodologies to improve marketing performance and workplace efficiencies. Fred is a firm believer in workload automation, with the goal of allowing talent to fulfill strategic thinking roles rather than operational ones in the workplace. He and his team have developed numerous proprietary analytics systems, measurement solutions, and workflow automation product offerings for Principia Analytics, including the patent-pending CausedCommerce system. Prior to Principia Analytics, Fred has worked in varied client verticals and in multiple disciplinary groups including media planning and RTB buying in digital first agencies. He holds a Bachelor of Arts in Economics from the University of Colorado in Boulder, Colo.

Keith Schneider

Data Scientist

Principia Analytics Data Scientist, Marketing Attribution DeveloperKeith Schneider, PhD, is a data scientist at Principia Analytics. He brings a passion for problem solving and a penchant for mathematical rigor to the Data, Analytics, and Decision Sciences (DADS) team. Keith specializes in optimization of combinatorial algorithms which is an essential component of effectively analyzing big data. His expertise in this area has been invaluable in developing Principia Analytics various solutions. Both the theoretical underpinnings and the practical implementation of Principia’s award winning CausedCommerce system are largely his work. Prior to working at Principia, Keith generally tried to prevent the universe from keeping secrets from him and specifically worked on attribution problems for other major players in the digital marketing space. Keith earned his PhD in Mathematics at the University of North Carolina at Chapel Hill. Go ‘Heels!

Anthony Racine

Senior Lead Analyst

Principia Analytics Data Analyst, Marketing Reporting expert, Attribution specialist Anthony Racine is the Senior Lead Analyst at Principia Analytics. Anthony has held down several roles during his tenure in ad tech and digital marketing. Starting out as a digital media buyer, he worked with all the big name demand-side and social platforms and several large networks. He builds on this experience in his analytics career by looking for opportunities to improve how marketers measure their consumer journey across all digital touch and how to better understand ROI for marketing budgets. At Principia Analytics, he has built a robust backend system of automated data pipelines and a standard data management process to streamline reporting and data tasks for clients. Additionally, he is a cross-functional data communicator and provides results that challenge how clients think about topics ranging from attribution to audience segmentation. Prior to Principia, Anthony worked for a company which provided ad serving technology and had a brief stint in the financial world. He holds a Bachelor of Arts in Economics from Beloit College in Wisconsin.

Ray Curry

Data Analyst

Principia Analytics Data Analyst, Marketing Reporting expert, Attribution specialistRay Curry is a Data Analyst/Reporting Guru at Principia Analytics. Ray hold a Bachelor of Arts in Information Systems  and minor in Economics from the University of Colorado Denver. Starting out his career in Full Stack Development, and as a Quality Assurance Engineer he gained an in depth knowledge of how websites are designed, built and deployed as well as gained an in depth understanding of eCommerce, and how pixels and tracking interact with your website. Working as a Data Analyst Ray has worked closely with the media planing, buying and programmatic team to help them with automation, data discovery and product development. He has help design and develop our reporting suites that cover a large range of topics and provides users advance BI capability.  Rays passion for innovation, streamlining workflow and increasing the quality of deliverables is next to none and a huge asset to our team.

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