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

Keith Schneider, PhD

Data Scientist

Keith 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!

Ray Curry

Associate Director of Analytics

Ray is the Associate Director of Analytics at Principia Analytics. Ray holds a Bachelor of Arts in Information Systems and minor in Economics from the University of Colorado, Denver. Starting 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 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 media planning, buying, and programmatic teams to help them with automation, data discovery, and product development. He has designed and developed reporting suites that cover a large range of topics and provide users advanced BI capability. Ray’s passion for innovation, streamlining workflow, and increasing the quality of deliverables is without parallel and is a huge asset to the Principia team.

Taylor Britt

Data Analyst

Taylor is a data analyst at Principia Analytics. His day-to-day work largely involves streamlining and troubleshooting our data ingestion processes and improving our reporting dashboards. He is passionate about finding ways to creatively and clearly convey insights about complex topics and using data science to uncover hidden truths in the field of social sciences. Prior to joining the team at Principia, he briefly attended Harvard Law School before realizing that he hates arguing with people. He has also worked as a traveling LSAT instructor, a researcher and web designer at an environmental nonprofit, and a bicycle tour guide in Buenos Aires, Argentina. He has a B.A. in Economics and History from Rice University.

Micky Soule Steinberg, PhD

Associate Data Analyst

Micky is an analytical problem-solver who likes to focus on the details while keeping the big picture in mind. Before joining the Principia team, she taught and earned a PhD in mathematics at the University of Wisconsin-Madison. As a teacher, she excelled at communicating complex ideas in new ways to increase the understanding and fluency of her students. Micky brings this passion for education to her role at Principia. She loves creating dashboards and visualizations that pack a lot of data into simple, beautiful designs. Micky is also involved in the data ingestion and transformation processes, and constantly looks for ways to make improvements in efficiency to those procedures

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