About our Team
Experienced Experts are Here to Help
Our experienced experts are not simply qualified in analytics and marketing measurement, they bring industry knowledge and business acumen to every engagement.

Our Founders

Peter Howley

Principal Consultant

Peter founded Empirical Path in 2002. He is a seasoned consultant and manager who has advised diverse organizations — from household names to startups — in media, finance, retail, not-for-profit and government.

Howley developed Empirical Path’s data-driven approach while at Bain & Company and in the MBA Program at Harvard Business School. He has earned Adobe Analytics and Google Analytics certifications.

Peter lives in Albuquerque, New Mexico

Jim Snyder

Principal Consultant

Jim leads our Web Analytics Implementation Practice. A longtime web publishing and Google Analytics expert, Snyder audits, upgrades and customizes digital measurement for clients from K Street to Silicon Valley.

He built his deep experience in web analytics, content, and marketing in production and research roles with Weather.com, Yale University and Georgia Tech. Jim began his web publishing career as part of the launch team for CNN.com.

Jim lives in Atlanta, Georgia

Meet The Team

Nedie Recel

Analytics Account Director

Nedie helps Empirical Path clients understand their audiences, enhance their digital user experience, and increase their online conversions.

Nedie has worked in various sectors including hospitality, real estate, media, and finance while at Dominion Enterprises and as an independent consultant. She has a broad skillset in multi-channel marketing, including SEO, PPC, email marketing, and marketing automation. Her experience with enterprise marketing platforms includes Google Analytics, Adobe Analytics, Salesforce, and Engage Email from IBM Marketing Cloud.

Nedie graduated with a B.S. in Marketing Management and a Minor in Communication Studies from Virginia Tech and returned there to obtain her MBA. She also holds a certification in Google Analytics.

Nedie lives in Norfolk, Virginia.

Jatin "Jay" Patel

Analytics Account Director

Jay brings nearly a decade of experience working in the retail and consumer-packaged-goods space, specializing in web, digital media, and social analytics.

Throughout his career he has helped the likes of OfficeMax, Kellogg’s, Express and Heinz maximize their use of web analytics tools and build strategic measurement roadmaps. At Benefit Cosmetics (LVMH), Jay lead global digital analytics, managing facets of CRM, web and marketing programs.

Jay graduated with a B.S. in Business from Michigan State University, and is earning a Masters in Predictive Analytics from Northwestern University.

Jay lives in Atlanta, Georgia

Elizabeth Brady

Analytics Account Director

Elizabeth has both depth and breadth in her experience with online measurement, specializing in tool implementation, tagging and tag management.

She started her analytics career as an ecommerce analyst at Monster.com, before branching out as an independent consultant with clients from a wide range of industries, including Harvard University, MassMutual, Putnam Investments and a variety of small- and medium-sized businesses.

Elizabeth has a Master’s Degree from Johns Hopkins School of Advanced International Studies. She is a Digital Analytics Association Certified Web Analyst and she holds Google Analytics certification.

Elizabeth lives in Boston, Massachusetts

Rachel Carmichael

Analytics Account Director

Rachel has experience in analytics strategy, implementation, tag management, visualization, insight generation and conversion optimization.

She started her career in IT and product management before discovering her true passion in digital analytics. She has a broad range of tool experience including Adobe Analytics, Adobe Target, Google Analytics, Segment, Signal, SQL, and Tableau. She has applied her skill to a diverse set of industries from software and lead generation to online marketplaces.

Rachel graduated from the University of Washington in Classical Studies with a minor in Latin.

She is based in the Seattle Washington area.

Cecilia Liu

Analytics Account Director

Cecilia Liu is an Analytics Account Director with experience in data measurement strategy and a passion for driving change and growth with actionable data. She has expertise in the hospitality, automotive and lead-gen verticals, with experience in business intelligence (BI) as well as website production and campaign management. As Product Manager at Preferred Hotels & Resorts, she led email marketing and Adobe Analytics initiatives. She is certified in Google Analytics.

Cecilia graduated from University of California at Los Angeles with a Bachelor of Science in Electrical Engineering and specialization in Computer Engineering.

Cecilia lives in Irvine, California.

Isaac Skelton

Analytics Consultant
Isaac is a healthcare marketing expert specializing in digital strategy, conversion optimization, data visualization, and Analytics 360. At Mayo Clinic, he created digital strategies, oversaw implementations, analyzed data, and created dashboards for over 30 web sites and applications.

Isaac graduated with a B.S. in Communication Studies from Luther College. He also holds a Google Analytics certification.

Dylan E Blass-Svedvik

Analytics Consultant

Dylan joins us from Kissmetrics, bringing with him analytics implementation and troubleshooting experience in a diverse array of technical environments.

He started as a support engineer at Kissmetrics, fielding technical inquiries from clients ranging from common reports to environment-specific implementation challenges. He continued as a technical resource on the Kissmetrics implementation team, guiding the client setup process and providing custom code solutions as technical challenges emerged.

Dylan studied Computer Science at University of Manitoba, Winnipeg. He lives in Denver, Colorado.

Contact Us

When you reach out to Empirical Path, you get in touch directly with our fully qualified and experienced consultants.   Whether you need an analytics audit, training, support, or a custom quote on Google Analytics 360 licensing, let’s talk today.